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PORTLAND, Ore. — Pharmacist-created skin care line, eb5, has introduced a new formula and new product packaging.
The traditional eb5 formula is a blend of wrinkle-reducing vitamin A, free-radical fighting vitamin E, strengthening vitamin B, and natural botanical ingredients including moisture-encouraging oat flour and comfrey root.
The new, reformulated blend maintains those anti-aging benefits and adds further refinements in an even healthier formulation that is paraben-free, vegan, gluten-free, non-GMO, fragrance-free, hypo-allergenic and cruelty-free, the company has announced.
“Eb5 products have withstood the test of time by meeting the evolving needs of our customers,” stated Donna Heldfond, president and CEO of eb5. “We are so proud to offer a new formula that is simpler and healthier than ever while maintaining the anti-aging power that our loyal customers have come to expect from eb5.”
The reformulation coincides with updated packaging for all eb5 products. The new packaging boasts a cleaner, more contemporary design that reflects the modern formulation of the product inside.
Eb5 traces its roots back to 1904 when pharmacist Samuel Heldfond opened the Heldfond Drug Co. in Portland, Ore. Heldfond and his son, Robert, spent their careers creating life-changing remedies for customers of the apothecary. One such remedy combined a highly absorbent, non-greasy ointment base with essential vitamins and other natural ingredients. In 1980, pharmacist Heldfond leveraged that compound to formally launch the eb5 brand, the “five creams in one” anti-wrinkle cream.