By  on February 24, 2010

LONDON — Wei Young is taking her brand of Chinese herb-based beauty in a new direction.

The Chinese entrepreneur, who has been selling her Wei East beauty brand on HSN in the U.S. since 2002, will introduce Wei, a prestige treatment line, in Space NK stores in the U.K. this month and in the U.S. in March.

The 12-unit line’s genesis was a meeting with Space NK founder Nicky Kinnaird.

“I always believe in opening your eyes to the best of what the world has to offer,” said Kinnaird. “We can learn so much from different philosophies, customs and traditions, and in particular through working with and learning from experts in their respective fields. Wei is the real deal — an absolute authority on Chinese herbal medicine.”

Organized into four categories — Purify-Chi, Energize-Yang, Replenish-Yin and Correct-Zen — the products are meant to help balance skin and fight the signs of aging. An antiaging face cream incorporates Tibetan safflower, for instance, which is said to regulate sebum levels, while an antiaging serum uses goji berry for its antioxidant benefits.

“This line uses more expensive herbs and offers more actives than the Wei East line,” said Young, adding the brand’s Web site will include a “clinic” that will help people understand their skin care needs. “I want to empower people and help them understand well-being.”

“Wei is marrying the technology of the West with the raw materials of the East,” added Joyce Avalon, product director at Space NK.

Prices range from 15 pounds, or $23.18 at current exchange, for a box of 20 0.5-g. sachets of Pomegranate Buffing Beads to 72 pounds, or $111.25, for a 50-ml. jar of Royal Ming cream.

While executives declined to discuss forecasts, industry sources estimate Wei will generate first-year sales of 1 million pounds, or $1.5 million.

Young set up her first herb-based beauty brand in China in 1993. The business was later disbanded when the Chinese government banned direct selling in 1998.

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