A serum for every woman

The Radiance Accelerator Serum by Elequra was recently described as “The only retinol serum every woman should use” and “The Roles Royce of smart agers.” by the Sunday Times magazine & Telegraph Stella magazine respectively.

Naturally at John Bell & Croyden we are always very excited to launch unique, fresh and amazing products. 

So what is all the fuss about you may ask. Read on, and discover the fascinating story behind the brand we're sure many of you will soon grow to love.

Elequra: Bio-designed Skincare for 100% Results

Created by biochemist Nausheen Qureshi, Elequra is natural skincare on another level and the brand boasts 100% results in vivo clinical trials on real women. Having made products for other brands for many years, Nausheen wanted to modernise and upgrade the formulations in the Beauty industry and by doing so, revolutionise the results for optimal long-term skin health for millions of women.

Bio-designed skincare is borne of the belief that natural ingredients nurture our bodies more effectively than any others. This is how our bodies have evolved. However, because the skin is primarily a defence organ, we need to help deliver the natural active ingredients to the skin by bio-designing them. This means adapting the ingredients so that they can communicate with the skin more effectively. This has been the focus of 10 years of Elequra's laboratory research and development. Unique bio-designed ingredients have been created as a result, such as Rift Valley Algae Complex that is a multivitamin for the skin designed from spirulina algae, and Tamarind Seed extract designed from the seeds of the tamarind fruit that produces a compound 40% more effective at attracting water and hydrating the skin than hyaluronic acid. And the results speak for themselves - Elequra is a brand that holds 100% results in anti-wrinkle in vivo clinical trials, measured by laser profilometry tests.

Overarching this modernised skincare concept is the promise of ocean-safe a brand new category of "blue beauty". Elequra endeavours to ensure its products won't harm the oceans, marine ecosystems and aquatic environments when they are ultimately washed down the sink, passing our waste water treatment system. By already growing and bio-designing sustainable plant ingredients grown on farms trained by their brand, they are aware of their full product journey.

Hero products include: Radiance Accelerator Serum, Youth Capture Serum, Eye Architecture Cream and Boosting pH Mist. Hitting the headlines and as seen in all major magazines and newspapers this year, now is the time to try out Elequra's smart skincare solution here at John Bell & Croyden.

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