The Germany-based company has, until now, specialised in delivery systems and is now looking to expand its presence in the active ingredients field.
“With Cellular Actives we want to show our competence in the active ingredients field. Certainly our delivery system expertise also flows into the creation of the Cellular Actives line but it will strictly remain in the background,” Rovi’s Sarah Teichmüller told CosmeticsDesign.com.
In contrast the company’s other ranges such as the Rovisome line are focused on the technology behind the delivery system and not the active ingredient.
Anti-ageing active
Anti-ageing offering Aquafill is the first ingredient in the line, and a number of others will be released during the year.
Aquafill contains fermented hyarulonic acid and a Barley extract which both have strong moisturising properties, she explained.
These are then enhanced by the company’s Moisture Trap technology, Teichmüller added.
“The Moisture Trap forms a tight film on the skin which locks in these moisturising, plumping properties for 24 hours,” she said.
According to the company, the ingredient has short term instant wrinkle filling effects and refines pores, as well as a longer lasting wrinkle reducing effect.
The company will be showcasing the ingredient, along with other recent releases at the in-cosmetics show in April including the UltraSpheres slow release lipid delivery system.