Alpha-H reformulates bestselling Liquid Gold with new multitasking formula
Australian skincare brand Alpha-H has reformulated its bestselling Liquid Gold formula, 25 years after the product's debut in 2000.
Introducing vitamin C to its existing glycolic acid base, the treatment recently relaunched to align with evolving consumer preferences for multitasking, high-performance skincare.
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Still harnessing the exfoliating properties of 5% glycolic acid, the reformulation now adds the brightening benefits of vitamin C, amplified by a "cutting-edge" low-pH delivery system that "supports the stability of both ingredients in this formula".
As part of this, the new Liquid Gold promises to "redefine radiant skin", removing dead skin cells for optimal vitamin C absorption and visibly improved tone, texture, and brightness.
Tina Randello, Chief Commercial Officer at Alpha-H, told TheIndustry.beauty: "The key benefit most Alpha-H customers crave is naturally glowing skin. Our Liquid Gold already delivers on this need, but we challenged ourselves to see if we could partner another brightening and highly demanded ingredient to create a stable, supercharged sister to Liquid Gold. And after much hard work and testing that’s exactly what we’ve done.
"The format of vitamin C in this formula was critical, we have used a stable form of vitamin C, ethyl ascorbic acid and created the same low pH chemistry that delivers strong efficacy of Liquid Gold. As we have learnt, it's also not just about the ingredients we are combining, critical to creating active and stable formulas is the proprietary chemistry conditions and the vigorous testing we do on the formula to ensure its stability and efficacy."
Alpha-H was founded in 1995 after the brand's late founder, Michelle Doherty, was driven to create a business inspired by her own experiences with chronic acne in her late teens and 20s.
Since then, the brand has developed a portfolio of transparent formulas anchored in clinical expertise. In the UK, it is available Cult Beauty, Marks & Spencer, Space NK, and more.
Last year, Alpha-H re-entered the bodycare category for the first time in over a decade, harnessing its expertise in performance-driven, clinically proven skincare for the launch.
The category debuted with a Retinol Reboot Exfoliating Body Treatment, promising "smoother, firmer and brighter skin ".
Read TheIndustry.beauty's brand profile on how Alpha-H led the revolution of acids in skincare.
