South African "superfruits" skincare range launches in U.S. market

NEW YORK, Nov. 25, 2014 /PRNewswire-USNewswire/ -- Katavi Botanicals, an all-natural skincare range that draws on indigenous South African extracts has just debuted in the U.S. market.

Based on a unique selection of "Big 5" cosmetic superfruits native to Africa—Kigelia, Baobab, Marula, Mongongo, and Moringa—Katavi harnesses the power of these natural wonders, along with the entrepreneurial talents of the African continent.

"These remarkable plants thrive in harsh, dry climates under a relentless equatorial sun," said Katavi CEO Gus LeBreton, an ethno-botanist and founder of PhytoTrade, a non-profit trade association of rural farmers and producers in Southern Africa. "Our proprietary formulas are a unique combination of compounds these plants developed to stay hydrated and retain moisture."

Established by two Southern African friends, Janine Halsted and Carolyn Berman, Katavi's founding philosophy is plants that thrive in extremely hot, dry climates must have a secret to surviving the elements. Our skin's regular exposure to environmental elements like the sun's ultraviolet rays, cold and dry winds, toxins, and polluted air is a significant cause of premature aging. This can result in dull-looking skin, fine lines, deep wrinkles, dark spots and uneven skin tone, known as photoaging.

Katavi is the first skincare range based on the Kigelia Africana fruit. Halsted, a 30-year veteran of the beauty industry, was introduced to the Kigelia extract by her father, a cosmetic scientist, in her native Zimbabwe. He was fascinated by the plant, which was used by African healers.

"We'd spend weekends together in local villages, and my father would come home with all kinds of strange plants, don his white coat and start mixing," Halsted said.

Halsted's father recommended his Kigelia-based formulation to her childhood friend, Berman, while Halsted was away at a London beauty school.   "When I returned home, I saw how her skin was absolutely radiant, glowing!" Halsted said. "When I learnt she'd been persuaded to try one of my father's stinky creams, I immediately started working on refining the cream. Admittedly I am competitive and I was not going to have Caz's skin look better than mine," laughed Janine.

Joining forces, the two friends worked with scientists to develop a range using varying percentages to achieve different results. The outcome was astounding. Kigelia showed particular effectiveness promoting the appearance of enhanced density and elasticity, leaving skin visibly smoother and more luminous. These results fell in line with numerous subsequent scientific studies that confirm the remarkable properties of the Kigelia fruit.

"Kigelia is a difficult ingredient when used at a high percentage," said Berman. "Through 25 years of patience and perseverance, we've not only identified ingredients that have a good synergy with Kigelia, we've also determined the perfect quantities to ensure each ingredient challenges the other to peak performance. And we ensured our creams smell and feel wonderful!"

The range first sold in dermatologist offices and independent health stores in South Africa and has since picked up interest internationally.

Katavi is currently finalizing negotiations with a leading American television shopping channel to launch on air in early 2015.

"They recognized an exotic and scintillating story that would captivate their beauty audience," said Linda Cusack, Katavi's U.S. market-entry consultant.

Jacqui Buchanan, a former U.S.-based Sky News broadcast correspondent will represent the company as brand ambassador on the shopping channel. "Katavi's compelling story instantly caught my attention," Buchanan said. "Their products are based on deep research of extracts that traditional African healers have used for centuries."

"Key ingredients are ethically harvested in a sustainable manner and rural communities benefit from the process," she said. "And it works! Since using Katavi products I am regularly told my skin glows."

CONTACT: [email protected], 650-888-7004

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SOURCE Brand South Africa