By  on November 9, 2007

Gary Goldfaden, M.D., who has practiced dermatology for 40 years, has become a true believer in the power of red tea.

That is why he is bringing the ingredient to skin care with the launch of a preventative and restorative line, called Goldfaden.

Goldfaden was searching for a topical antiaging, antioxidant ingredient and discovered the benefits found in red tea — also known as rooibos — from his mother-in-law, who stocked boxes of the tea in her cupboard. He later learned that she had discovered this traditional secret through her South African caretaker, who used the ingredient for its nutrients and antioxidant benefits.

"It is proven that red tea had more than twice the antioxidant benefits of green tea," said Goldfaden, who founded the family-run business now run by his son Robert, the chief executive officer, and daughter Lisa, director of marketing. "Not only does it have extremely high levels of antioxidants compared to green tea, but it has one of the most potent of all antioxidants called super oxide dismutase. It's something in tea that acts as a protective barrier against environmental damage and free radicals. Once you pass the age of 25, the amount starts depleting, so it needs to be added externally."

Launching in January at Studio at Fred Segal in Los Angeles, Goldfaden's skin care line includes 18 items designed to act as cleansing, moisturizing and treatment products. While the percentage of organic red tea in each individual product varies, the formula is a blend of botanicals and nutriceutical solutions from his medical practice, such as hyaluronic acid, which is used in fillers; acetyl hexapeptide-3, a topical used to treat deep facial lines, and ruby crystals used in microdermabrasion.

Items in the line include a Pure Power Red Tea antioxidant complex, a serum designed to make the skin more radiant and act as a protective antioxidant barrier. The formula is composed of the highest concentration of red tea, in addition to hyaluronic acid and distilled water. Another item is the Instant Face Lift, designed to tighten, smooth and lift the skin and composed of red tea, acetyl hexapeptide-3 and hyaluronic acid.

Items range in price from $65 for the 3-in-1 Daily Clarity Anti-Blemish Treatment for oily to combination skin to $125 for the Resurrection Intensive Nutrient Moisture Serum. Currently the items are available online on goldfaden.com.Industry sources estimate Goldfaden to bring in between $1 million and $3 million in first-year retail sales.

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