Zelens has been launched 15 years ago – when and why did you start thinking about a rebrand?
When the science evolves, so do we. In recent years, there have been so many new ingredients and new findings about skin; I felt that I needed to update my formulas and put that knowledge directly into the jars. I simply wanted to bring the absolute latest science into the formulas.
Has there been a change in terms of formulations?
We have reformulated every single product and also introduced some completely new formulas.
Zelens combines high-tech ingredients with botanicals. Has your philosophy changed?
Our philosophy remains the same today as it has always been. We are a hybrid skincare brand which means we combine the high-tech ingredients with botanicals. Our formulas always contain multiple ingredients that work together in synergy.
What was the thinking behind the new look?
Since we reformulated all the products, I felt that it was time to also introduce a new logo and packaging. Some of our products have a beautiful natural colour, so I decided it was time to move on from our previous green logo. It made sense to create a contemporary look that is simple, black and white, which looks chic with these new formulas. The cartons are matte now; the uncoated paper feels beautiful but importantly, it’s also fully recyclable.
What has been the most challenging part of the process?
We have been working on this for two years, so it was a big project – particularly during a year of lockdowns.
You are an international authority on skin ageing & skin cancer. Should we expect an SPF?
Yes. As soon as we have completed the clinical trials, we will launch. It is taking a little bit longer due to the current circumstances, and because I want to develop a formula that is absolutely perfect.
How has the Covid-19 pandemic changed our daily facial skincare habits?
I think many of us are now especially aware of the effects of both urban pollution and blue light; protecting our skin from both is very important.
If someone is looking to try Zelens for the first time, which are the key products you would recommend?
We have a series of concentrated treatments that we call our Powers Vitamin Alphabet. We already had vitamins A, C and D, but I decided to add in B and E. They allow you to add vitamins to your skincare routine without interrupting the rest of your regimen.
I am also very proud of our new Tea Shot Urban Defence Serum; it is a powerful antioxidant serum for anyone looking to protect their skin from the effects of urban pollution and blue light. It’s a mixture of different teas including green tea, red tea, white tea, black tea (also as Kombucha, fermented black tea), and matcha.