Striving4Zen

West Coast beauty and health foods marketer SuperFoods Rx is banking on the connection between food and beauty by rolling out its whole foods-based line at upscale retailers.

The Del Mar, Calif.-based company, which incorporates books, skin care, nutritional supplements and food products, earlier this month launched its products exclusively at prestige beauty boutique Studio at Fred Segal in Santa Monica.

The initial offering includes the SFRX Complex Age Defying Serum, a skin care product formulated with "super" foods, or nutrient-dense foods, including pomegranate extract; green, white and black tea leaves; organic sweet pepper; organic tomato, and extract from pineapple and papaya.

Accompanying the serum is a line of nutritional supplements, again containing known super foods such as broccoli, blueberries and fish oils. Stern said the hookup with Studio made sense in light of the ongoing research indicating that consuming certain foods enhances overall beauty.

"It is known that super foods are indicated for the health of skin, hair and nails," he said. "There is an established link between certain foods taken internally and the external implications of that. Given that, this is the perfect environment for the line."

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Labels: David Stern, Fred Segal, health trend, skincare, superfoods