DermStore Coupon

* As to the name, 'Ark' has been the business's name and heritage, and 'Age Aware Skincare' because it points to the line's concept that it is important to be aware of the changes taking place in skin during the ageing process and to evolve a skincare programme by giving it age-appropriate treatment.

A new generation of age -appropriate skincare has just been launched, designed to deliver impressive results

Britain's entrepreneurs are finding opportunity still exists in a recession. Founder of the London-based four-salon group Ark Health & Beauty Shuia Starkey is one such entrepreneur who is launching a range of skin and bodycare products, along with a home accessories collection and a standalone flagship store. But why a skincare range and launch now?

"Our mission has always been to enhance the flow of life energy," she explains. "We believe in the wellbeing of our clients, and in encouraging them to develop their own health and beauty. A skincare range seemed the natural progression and fulfils our comprehensive approach to treatments.

"As to why launch in a recession, our decision about the skincare line was made five years ago and we have worked on the development ever since. Although we are in a recession, we have confidence in the industry and feel the time is right for us."

Although Shula and her husband, Peter, own the brand - Ark Age Aware Skincare - Shula collaborated closely with Canadian naturopath Dr Penny Kendall-Reed, a specialist in weight-loss and stressrelated disorders, as well as with a team of chemists and health professionals who developed the formulations.

Says Shula: "Penny's expertise in understanding how the chemistry of the body alters as we age and how this affects our skin, and her profound knowledge of how natural therapies can treat and compensate for these changes, has been fundamental in creating our concept.

"A chance meeting brought our two philosophies together and cemented a future. Together, we developed the idea that the best possible maintenance programme for skin has to evolve as the person evolves. This means treating skin according to your age rather than applying certain products according to a skin type."

AGE-APPROPRIATE PRODUCTS

According to Shula: "There are two major periods in our lives considered transition periods with respect to the ageing process - the late 20s to early 30s and late 50s to early 60s, when there is a dramatic shift in hormone production and a significant change in the way the body functions.

"Skin changes as a result of both inherent transformations and the influence of internal and external factors. A skin therapy line should take note of these changes and evolve along with the skin to provide age- appropriate treatment so it stays healthy.

"We looked at these transition periods and divided the skin therapy collection into three age-appropriate product ranges. Moreover, for more than a decade, we have performed more than 100,000 facials at Ark, which has given me access to the skin concerns of thousands of individuals.

"Most people's skin functions as it should, but it is the decisions made about lifestyle and the environment we live in that can cause skin concerns. There is no miracle cure for these conditions, but if the right products for the right time in a person's life are used to support the skin's natural function according to age-related needs, you are better placed to improve it. This is the philosophy behind our formulations."

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