REOME introduces 'groundbreaking' new ingredient with biotech firm Debut

London-based skincare brand REOME has unveiled its latest launch, featuring a "groundbreaking" new ingredient created in partnership with L'Oréal-backed biotech lab Debut.

The new Firming Eye Treatment is powered by DHK-3, a triple-hydroxy flavonoid found in multiple therapeutic plants, but one which has never been available as a pure ingredient at scale, until now, thanks to "immense advancements in biotech-enabled ingredient mimicry".

Joshua Britton, founder and Chief Executive Officer at San Diego-based Debut, said: "We screened 7,000 ingredients to find this highly optimised, peak-performing active.

"DHK-3 is standout thanks to its precision dosing and multiple benefits; a high-performing antioxidant with the ability to boost production of barrier proteins, and accelerated skin repair. And, DHK-3 delivers all the potency without any potential skin sensitisation."

Beyond simply ridding the area of fine lines, the "next generation" formula is tailored to bring health, firmness, and vitality to the most delicate area of the face, which in turn promotes smoother, more radiant, and hydrated skin.

Boosted by additional biotech and bio-fermented actives, other ingredients include sunflower seed essence to diminish dark circles and brighten skin, as well as the rich mineral content of arctic sea water to refortify the skin’s cellular matrix, bringing firmness to slackened skin.

A pro-collagen bio-ferment and micro-algae extract also promote collagen and skin elasticity to help mitigate the formation of fine lines, for a fresh, well-rested appearance.

Joanna Ellner, founder and CEO of REOME, said: "We never set out to make an eye cream. But, upon discovering the skin-firming power of DHK-3, a first-to-market biotech active, we knew that this ingredient would only be harnessed to its full potential in an eye treatment. And the result is even better than we could have ever imagined."

Founded by Ellner, an award-winning beauty editor and acupuncturist, REOME's mission is to invigorate stress-compromised skin with highly-specialised, potent formulas, while "redefining skincare as a tool for self-connection".

The brand has achieved continued growth since launching exclusively at Space NK in 2023. It is also available at Liberty, Moda Operandi, Formula Fig, and selected luxury stores in the UK and Europe, with further expansion planned in 2025 in Australia, Europe, and the US.

Helping to accelerate this growth, REOME secured over £1.1million in its first-ever seed fundraise, led by Tom Singh’s family office Rianta Capital, in October 2024.