What is it? A premium skincare range designed and developed by Kenyan biochemist Nausheen Qureshi, who in her own words has a “driving passion to share the beauty, culture and power of the Rift Valley’s natural resources with the world”.
What’s the USP? Growing up, Nausheen was inspired by the beauty rituals of the women in a community where the most powerful resources are those that were provided by nature. In 2011 Nausheen researched the local plants of the intensely fertile land of the Rift Valley, and came up with the Elethea Rift Valley Algae Complex (RVAC). Rich in protein, including all eight amino acids, B-vitamins, essential fatty acids, bio-active enzymes and minerals like copper, magnesium, zinc and potassium, RVAC works at a cellular level to balance, regenerate and detoxify skin cells.
Hero product? Youth Capture Serum, (£210, www.elethea.com) a light, water-based serum. All of the women who tested it reported an average-of-24 per cent reduction in wrinkles in 28 days.
How new is it? It launches in the UK this month.
Lottery-winners and other high-rollers should try... The Revitalizing High Protection Fluid (£140), a broad spectrum SPF 30 sunscreen that protects from the sun and offers a whole host of other ingredients (Pumpkin Seed Oil, Manuka Honey, Tumeric Oil, Liquorice Root, Cucumber, White Tea, Grape Seed and Tamarind) for radiance, repair and protection.