Personal-care brand The Moms Co. has launched a ‘natural age-control range’ which it describes as a 100% natural, toxin-free and vegan solution to fight early signs of ageing. Launched with a digital campaign celebrating #AgelessExpressions featuring actor Kalki Koechlin, the range includes three products – Natural Age Control Night Cream, Natural Age Control Under Eye Cream and Natural Age Control Day Cream.
Enriched with bakuchiol – a natural and less irritating alternative to retinol – this range apparently helps repair and protect the skin. While retinol has been widely used in skincare products for anti-ageing and is known to work as an effective topical treatment, it is highly potent and can cause adverse effects such as skin redness, inflammation, irritation and flakiness, which makes it unsuitable for sensitive skin. Some studies have also shown that retinol is unsafe to use on pregnant women.
Derived from the babchi plant, bakuchiol increases cell turnover, thereby stimulating collagen production and diminishing the signs of ageing such as fine lines, wrinkles, skin laxity, and overall photodamage. It boosts skin firmness and elasticity; acts as an antioxidant; and is naturally anti-inflammatory. Bakuchiol is suitable for sensitive skin and is safe to use during pregnancy and breastfeeding as well. It is also photostable and can be used in daytime as well as at night; retinol, on the other hand, can be used only at night.
Part of The Moms Co.’s range of Australia-certified toxin-free products, the new products do not contain any harmful ingredients such as mineral oil, parabens, synthetic fragrances and phenoxyethanol. Available on The Moms Co. website, Amazon India, Nykaa, Flipkart, FirstCry, and several other e-commerce platforms, the range can be bought at select retail stores as well.