By  on July 20, 2007

The doctor is in and he's prescribing a series of new serums.

The doctor in question is MD Skincare founder Dennis Gross, M.D., who will roll out four serums this fall.

Each serum is intended to address a different skin concern, but all share one common ingredient: the brand's Hydra-Pure Chelating Complex, which Gross says detoxifies heavy metals in water and on the skin.

"Chelators deactivate heavy metals, which cause overproduction of melanin and block the resynthesis of pigmentation in the skin," said Gross.

Hydra-Pure Radiance Renewal Serum is intended to address and prevent skin discoloration caused by excessive melanin, said Gross. In addition to the Hydra-Pure Chelating Complex, the item's formula includes diacetyl boldine. It is said to lighten the appearance of melasma. The formula also contains vitamins A, C and E, designed to help add radiance to the skin. Green tea extract was added to help reverse sun damage, and retinol was included to stimulate collagen production and inhibit its breakdown. The product will retail for $95 for 1 oz.

Hydra-Pure Antioxidant Firming Serum is intended to help resurface the skin via a microencapsulated delivery system, Gross noted. "The technology is further enhanced with the Hydra-Pure Chelating Complex, which makes this serum even more effective," explained Gross. "Antioxidants on their own can't neutralize heavy metals, but when you pair them with the Chelating Complex, they can." The formula includes emblica, an herb that is said to be a potent antioxidant; genistein, added to stimulate collagen production; linoleic acid, believed to help rebuild cells, and grapeseed extract, which was included to help ward off free radicals. It will retail for $95 for 1 oz.

Hydra-Pure Vitamin C Serum is intended to repair skin damage caused by aging, sun, stress and poor nutrition. It combines the Chelating Complex with three forms of vitamin C — ascorbyl acid, a water-soluble form; sodium ascorbyl phosphate, a water-soluble form, and ascorbyl palmitate, a lipid-soluble form that is said to enhance penetration into the skin. Linoleic acid in the formula delivers vitamin C under the skin to avoid irritation, said Gross. It will retail for $90 for 1 oz.

Hydra-Pure Redness Soothing Serum is a formula intended to deal with not just one but all three of the possible causes of excessive redness: inflammation, rosacea and flushing, said Gross. He also recommends that patients use it after having laser treatments. In addition to the Chelating Complex, Redness Smoothing Serum's key ingredients are bisabolol, an anti-inflammatory ingredient sourced from chamomile, which is said to reduce inflammation; gatuline, designed to prevent dilation of blood vessels and reduce redness, and dipotassium glycyrrhizinate and cucumber extract, both of which are said to soothe and calm the skin. It will retail for $85 for 1 oz., according to Carrie Gross, chief executive officer of MD Skincare.Executives declined to discuss sales projections, but industry sources estimated that the group of serums would do between $15 million and $18 million at retail in their first year on counter.

MD Skincare is currently available in about 1,200 specialty store and spa doors in the U.S., including Nordstrom, Sephora and Bergdorf Goodman. Internationally, it is available in Australia, Japan, Hong Kong, Korea and Mexico, among other countries, noted Stefani Thionnet, executive vice president of MD Skincare. The company also operates an e-commerce and informational Web site, mdskincare.com.

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