The New Fountain of Youth

Wrinkles are so 2012. The worldwide antiaging market is now focusing on brighter, more even-toned skin as the fountain of youth.

By Marisa Fox

May 30, 2013 3:06 PM
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Courtesy of Company

Israel

Elure — a skin-brightening line from this sun-drenched, technologically innovative country — is a novel weapon against hyperpigmentation. It contains the compound Melanozyme, a trademarked enzyme derived from an edible tree fungus. Many products inhibit melanin production to prevent dark spots, but Melanozyme can also break up existing spots, says dermatologist Dr. Gregory Nikolaidis, founder of Westlake Dermatology and Cosmetic Surgery in Austin, Texas. Other lightening agents, like prescription hydroquinone, take about a month to work, but this lotion provides visible results in as little as two weeks without irritation, according to Elure scientist Yoram Karmon. In fact, the AAD's Draelos is working on a research paper that shows Elure Advanced Skin Brightening Lotion is as effective as 4 percent hydroquinone — the Rx lightener — in the same amount of time. 

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