Simple skin care targets dry skin market

The range plays on the UK-based company's image for unfussy products that are kind to the skin and contains no unnecessary additives, perfumes or colours in order to limit irritation of extremely sensitive skin. Simple targets dry skin category ​ The new Derma range includes an Intensive Relief Cream, a Lotion, a Hand Creaming and a Non Foaming Shower Cream designed to give relief from sensitive and very dry skin conditions. The range is said to be suitable for those suffering from conditions such as eczema and dermatitis as well as children with sensitive skin. Simple Derma contains two key ingredients designed to help boost the skin's natural barrier, forming another layer of protection to keep irritants out and moisture in. The first ingredient, natural aquaxyl, is a natural moisturising plant based ingredient that hydrates and restores the skin's natural moisture levels. The second is canola oil, a natural seed oil that replenishes and protects dry skin, according to brand owner Accantia Health and Beauty. The Simple Derma range contains no perfumes or colours that are known allergens and the lowest level of preservative necessary to maintain product safety, in order to reduce the risk of irritation to sensitive skin. The company claims to be one of the UK's fastest growing skin care brands having enjoyed double digit growth over the last few years. With the new range Simple is hoping to tap into the market for dry skin treatments which is currently worth around £63m (€83m) annually according to the Information Resources Inc (IRI).