What is it? Natural beauty products from the personal care arm of NOW Foods, a US natural lifestyle brand that was founded in 1968 under the belief that good health should not be a luxury only available to the wealthy.
What’s the USP? It's developed with science-based formulas which combine 'active and efficient' ingredients.
Hero product? Wrinkle Rescue Moisturiser (£15.99, vital-life.org.uk), formulated with patented Septlift DPHP which has been proven to decrease the appearance of fine lines and wrinkles over 4-6 weeks.
Why the name? The name “N O W” was chosen because at the time the brand was founded industry standards were a big concern and this acronym stood for Natural, Organic and Wholesome.
How new is it? The beauty products launched in the UK in 2012.