After 10 years of research, LG H&H has developed a proprietary ingredient called NAD Power24 that claims to encapsulate 99% pure NAD+.
The company’s first application of NAD Power24 in cosmetics is luxury skincare brand The Who’s recently relaunched Bichap Ultimate Recovery Youth Serum.
Bichap Serum, which was released in 2009, is popular for its anti-aging effects and has sold more than 9.8 million bottles over the past 14 years.
The fourth generation of this hero product, Bichup Ultimate Recovery Youth Serum 4.0, contains 10% NAD Power24 and was launched in South Korea in March.
“NAD Power24 is developed and applied using transfersomes, a technology that modifies the structure of liposomes to deliver active ingredients to the skin. As a result, absorption rates are 94% higher than NAD+.
“The reverse idea of attaching NAD+ to the liposome surface also increased the stability of NAD Power24 by five times.” Son Nam-seo, managing director of LG H&H, said:
On April 17th, The Who held a symposium in Seoul, attended by more than 200 people, including from academia, research institutions, and major retailers. Approximately 70 beauty influencers from South Korea, China, Singapore, Vietnam, and Malaysia attended.
Notably, representatives from Tmall, operated by Chinese e-commerce giant Alibaba, also attended the event and expressed “great interest.”
The 4th generation Bichap serum was unveiled to attendees along with LG H&H’s NAD+ research results and application results.
It was also revealed that the product will debut in the Chinese market in May of this year.
“NAD+, an important anti-aging ingredient, thoroughly balances skin regeneration. Users can look forward to the 4th generation. Bichap Serum provides a 24-hour skin barrier strengthening effect, protecting the skin from external stimuli during the day and strengthening the damaged skin barrier at night.
“This product delivers the differentiated experience we aim to offer to consumers around the world and will change the future of aging skin care.” Lee Hong-joo, head of marketing for The Who, added:
All-round upgrade
With increasing evidence that NAD+ plays an important role in aging and that decreased NAD+ levels are associated with age-related diseases, this compound is gaining attention among industry players worldwide.
However, due to its low skin penetration efficiency, it has been difficult to investigate its effectiveness and applicability as a cosmetic raw material.
According to LG H&H, the development of NAD Power24 has “dramatically improved the permeability and delivery of NAD+” in the skin.
Furthermore, it contains herbal ingredients with strong antioxidant properties. Yunsolran(black crowberry extract) and licorice in the “golden ratio”, which is said to enhance the anti-aging effects of the product.
In a test conducted by P&K Skin Clinical Research Center in January, 30 women between the ages of 30 and 60 showed improved eye wrinkles, improved skin elasticity and texture, and a lifted appearance after using NAD Power24 for four weeks. , reported improved skin clarity.
Another test on 32 women aged 21 to 55 found significant improvements in skin barrier, moisture levels, radiance, elasticity, and antioxidant power.
In addition, we have updated Bichup Ultimate Recovery Youth Serum’s patented “Post-it formula” to achieve a smoother application and easier absorption without stickiness.
While inheriting the traditional design of The Who and Bichap Serum, the packaging has been updated to give it a more modern feel, and now comes in a refillable container.
