Company releases anti-ageing sun protection... that you can eat


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Company releases anti-ageing sun protection... that you can eat

Related tags Ultraviolet Sun tanning Sunscreen

Israeli cosmetics company IBR has developed a new sunscreen - one that you can eat.

PhytoflORAL, a photoprotective diet supplement, blocks UV light from affecting skin cells and inhibits the appearance of ageing.

The product is also designed to tap into Asian markets with its range of skin whitening, moisturizing and anti-ageing effects.

Liki von Oppen-Bezalel, VP of business development and marketing, told “It’s like building a natural sun protection inside your skin.”

“This product does not have a high SPF, but it does help quench the action of free radicals and reduce inflammation.”

Natural sunscreen

PhytoflORAL not only blocks UV light, it also releases antioxidants which inhibit the free radicals responsible for effects such as skin damage and ageing.

The VP says that one of the main advantages of the product is that it adds to the ease and convenience of wearing sunscreen.

She said: “This product will be active even when you are travelling to work or going for a walk outside. If you wear sunscreen on top of that, it just adds to the level of protection.”

“Some sunscreens, for example those containing zinc and titanium dioxide, can even generate free radicals themselves, whereas this does not have any negative effects.”


The product achieves its sun-inhibiting effects through the carotenoids phytoene and phytofluene, which both block harmful UV rays and prevent skin damaging effects.

These ingredients are derived from specially selected, none-GMO tomatoes rich in these substances.

Oppen-Bezalel explained: “Carotenoids are standard active ingredients and work very well, but they haven’t often been used in cosmetics because they have colour.”

“Phytoene and phytofluene are colourless- or rather, they have uv colour which is invisible to us, so they look like they are colourless.”


In addition to its sun protection abilities, PhytoflORAL also provides benefits to the skin such as reducing dryness and roughness, increasing suppleness and creating a more uniform complexion.

It is also a skin whitener, a kind of product which is popular in many none-Western countries.

Oppen-Bezalel commented: “This product is targeted not only at the Western market but also at the Eastern market.” 

“Making skin tone and complexion more even is important because this reduces the perception of age- some studies have shown by as much as ten years.”​  

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