Wildfleur is pioneering a new approach to maximize the efficacy of clinically proven actives by utilizing a class of ingredients that has been historically overlooked by the beauty industry-flowers. The brand will be launching exclusively at Ulta and Ulta.com on February 2nd, 2025 and will be rolling out to 600 stores nationwide by February 23rd.
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Wildfleur was created from the curious mind of Indian-born, NYC-based product development expert, Tanushri Shah, 25, who's not afraid to push the boundaries of clinical skincare. Tanushri's journey began with a project to reformulate an existing vitamin C serum-one that would deliver best-in-class results at an accessible price point. She was shocked by her findings that only one technology existed that could stabilize 15%L-ascorbic acid (the most clinically proven, pure form of vitamin C) and it came with a triple digit price tag. All other brands were using derivatives that were not proven with long term testing or unstable forms of vitamin C that started degrading as soon as you opened the bottle, while still charging premium prices for compromised efficacy.
Her revelation turned into a mission and through relentless research, she found a small lab in South Korea that had developed a technology to photo-stabilize 15% L-ascorbic acid by using a light-harvesting bioactive from marigolds. Independent clinicals showed that this new technology outperformed the competition in both stability and efficacy. Recognizing that this stabilizing bioactive was derived from flowers, she started testing a hypothesis: The molecular profile of flowers should be studied and they should be taken seriously, beyond their secondary treatment in skincare as a source of color and scent.
By taking flowers seriously, Tanushri found that she could redefine clinical skincare. Combining bioactives from marigolds, sunflower, babchi, and willowherb, she optimized the stability and biocompatibility of clinically proven actives including pure vitamin C, retinol, hyaluronic acid, and salicylic acid.
“Our goal is to rethink what 'clinical' skincare really means,” says Tanushri. “We're not just taking actives seriously-we're taking flowers seriously. They've been evolving for centuries to develop incredible bioactives that are clinically efficacious, and it's time we stopped treating them as too colorful to be clinical.”
Wildfleur is dermatologist-tested and clinically proven, free from artificial fragrances, dyes, parabens, sulfates, and other harmful ingredients. The line is designed to deliver the highest standards of safety and efficacy.
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SOURCE Wildfleur
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