Valens is a European manufacturer of functional ingredients, designed to enrich foods and beverages for demanding health-conscious consumers. In the past 10 years they have helped some well-known European manufacturers to develop high quality functional products. As they are entering Middle East and Asian market by promoting their »beauty« ingredient, we talked with their Sales Director, Ms Anda Arko.
Ms Arko, could you please explain what is your »beauty« ingredient all about – in a few words?
Q10Vital® is a patented complex of water-soluble Coenzyme Q10 with clinically proven superior bioavailability and absorption, which can be used in foods and beverages as well as in dietary supplements. The key advantage of Q10Vital® is its solubility, since CoQ10 is originally fat-soluble compound which does not absorb very well in our body.
We have heard a lot about Coenzyme Q10 in cosmetics, but never in food industry. Is this something new?
CoQ10 has been known as a very effective antioxidant for over 40 years. Due to its many positive effects in anti-ageing, it is also known as »Elixir of youth« and it’s often used in cosmetic industry. However, due to protective role of human skin, CoQ10 used in creams can hardly penetrate deeper to do its »job« properly. By using CoQ10 in foods, it can reach our blood system directly and thus supply the skin cells with its antioxidant power. And thanks to Q10Vital® we can also add this to aqueous media as well.
Can you back this up with any scientific proof?
After proving superior bioavailability for Q10Vital® Valens team has conducted a randomized, placebo controlled double-blind study on 33 women to prove its effect on skin. The study showed a significant reduction of wrinkles and improvement in skin evenness and firmness. And this is what really counts. Consumers want results, or they will switch to another product. Our study will soon be published in several scientific magazines.
Do you think that this region is ready for such kind of products?
According to new research, the Middle East has recently overtaken South America as the world’s fastest growing beauty products market. Furthermore, beauty drinks segment has doubled in South Asia. So yes, I am convinced that this is a big opportunity in food and beverage industry as well. I strongly believe that products like beauty drinks, yoghurts, smoothies and snacks have the biggest potential in this region, because they are easier to promote and people, especially women are obviously keen on beauty innovations.
For more information, visit www.valens.si