Faced with a breast cancer diagnosis at the age of 36, despite having no family history of the disease, Giuliana Rancic immediately made changes to her lifestyle, including wiping out chemical-laden anti-aging skin care products.
“I did my research about ingredients that can disrupt your system, mimic estrogen, and it was really scary because they can wreak havoc on your body,” Rancic, now 44, tells Yahoo Lifestyle of her decision to seek out what she considered to be nontoxic alternatives.
Unable to find products that were both safe and efficacious, Rancic, bolstered by her new status as a breast-cancer survivor, set out to create a botanical-based anti-aging skin care line that delivers results. “When I left E! News, I wanted to grow my other businesses, and this was a passion that began brewing back then,” she says of her desire to enter the beauty space.
Instead of seeking out investors to bring her idea to life, Rancic wanted to join forces with an established brand that had resources in place to formulate exactly what she wanted. “I wanted to partner with someone who is already doing this and doing it really well,” she explains. And she found her dream partner in Hain Celestial, the company behind clean skin care brands like JĀSÖN, Alba Botanica, and Avalon Organics.
Over the course of two years, Rancic brainstormed and helped formulate alongside the Hain Celestial team to create Fountain of Truth, a luxe skin care brand with a focus on anti-aging. She explains that it was important for the line to be clean, but also straightforward, simple, and accessible. “I’m all about attainable luxury, and our day cream is $60 compared to a competitor in the same category that goes for $160,” she notes. “It’s pretty crazy … and we wanted to make sure that everyone can enjoy these products.”
Each of the six products that make up the debut collection features a Super BioFerment Complex that contains fermented botanicals and a blend of zinc, iron, copper, magnesium, and wakame seaweed, the last of which is said to achieve smoother, luminous skin with more visible volume. “You won’t find chemicals like SLS, which is a lathering agent also found in grease cleaner,” says Rancic. Other ingredients that are banned from Fountain of Truth products include silicones, mineral oil, petroleum, phthalates, artificial dyes, DEA, phosphates, PEGs, and synthetic fragrance.
The brand’s hero product is the Truth Insta-Face Lift Elixir, which, at $86, is the most expensive of the bunch — but if the clinical research is any indication, it’s well worth the splurge. Hain Celestial conducted trials for each product to ensure efficacy, and the serum was the clear all-star with 100 percent of participants noting they saw a decrease in crow’s feet, fine lines, and wrinkles after six weeks of continuous use.
“The claims are amazing because it works — all my friends love it,” says Rancic, who adds that her husband, Bill, has become a fan of the line. “I do the honey mask on him, and it’s funny, because was hesitant at first, but now he loves it!”
In honor of October’s status as Breast Cancer Awareness Month, Fountain of Truth has developed a hand cream to benefit two organizations near and dear to Rancic: Fab-U-Wish and the Pink Agenda. “I think when you do something special for Breast Cancer Awareness Month, it brings more awareness to the cause, and people want to give back,” she says. The Youth hand cream, which features moisturizing ingredients like shea butter, coconut and macadamia oils, honey, and jojoba, was developed in limited quantities, and 10 percent of the purchase price will go toward the two organizations.
Rancic maintains that the goal of Fountain of Truth will always be to provide safe anti-aging products that yield results and take the guesswork out of shopping for skin care. “Thing have gotten out of hand with so many products, and people want to declutter and have a simple existence,” maintains Rancic. “I just wanted clean products.”
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