Air pollution is a problem, but pundits suggest it could very well be a good thing for skin care marketers, as scientific evidence mounts on how it affects the dermis (see the March issue of Happi for more on air pollution’s impact on skin health). One Canadian based start-up, Aqua+ Skincare, contends its product, Aqua+ PM Zero Anti-Pollution Moisturizing Cream will be among the first to address the problem head on with an all-natural formula.
 
According to data cited by the firm, 80% of the worldʼs population is exposed to harmful air pollutants, and unfortunately, there's little that can be done limit exposure to air pollution, especially in urban areas.  According to the Air Quality Index data from World Health Organization (WHO) in 2014, areas like Delhi register 153um/m³ and Beijing 56um/m³, compared to the WHOʼs guideline (10um/m³ annual mean).
 
“Our skin pores are about 40-50 micrometers, almost 20 times larger than the smog, dirt and dust in the air; which allows air pollutants to easily penetrate the skin. Skin problems become inevitable as particles of pollution stick to the skin, causing an imbalance in pH levels and preventing the skin's protective barrier from adequately retaining moisture,” said Michael Wong, co-founder of Aqua+ Skincare, which was founded in 2014 in Calgary.
 
Wong was born and raised in China, where pollution, as he puts it “is not only a major concern but also a serious threat.”
 
With an MBA from Newcastle Business School in the UK, Wong is working with chief chemist Yves Lanctôt, who has more than 25 years of experience in the pharmaceutical and cosmetic industries as part of management teams in quality control, purchasing, production and R&D, working for some well-know leaders in skin care, namely Chanel, Henkel, Du-Var Laboratory, Marcelle Cosmetics and Burlington Toiletries International.
 
Aqua+ Skincare has turned to crowdfunding to help get its product off the ground and out into the market. In fact, the company’s Kickstarter campaign reached its goal in less than two weeks, and pledges kept  on coming. (With 21 hours left in the campaign, the firm raised some $17,000 via 128 backers; the initial goal was $14,115.)
 
In addition, there has been interest from investors outside of Kickstarter that are keen on the product as well as the company, according to Wong.
 
Aqua+ Skincare says the Kickstarter funding will fuel the first production run and secure the ingredients.
 
One key ingredients is Glycofilm Pollustop, which Wong described as transparent and non-occlusive protective shield that acts as a buffer, allowing skin to breathe while stimulating its natural defense mechanisms in the process. 
 
Additional ingredients include safflower oil, citric acid, honeysuckle flower extract, algae extract, tocopherols, apple fruit extract and lentil extract.
 
The company will produce the moisturizer at a GMP licensed laboratory in Northeast of Calgary that is FDA approved and also holds Health Canada’s NHP (Natural Health Product) site license. Even before the SKU makes its scheduled debut on Amazon.com next month, Wong is buoyed by the prospects.
 
“We are glad that the debut product has so far received overwhelming responses from the market, but we won't stop right here and as a matter of fact, our next products are in the pipeline being developed and we believe they will be good complement products to our debut product, they should be revealed soon,” he said.
 
Wong said he is in discussions to place Aqua+ Skincare in brick-and-mortar stores, too.
 
“Also we received great interest from different parties who want to represent and distribute our product in different regions,” concluded Wong. 
 
As long as there is pollution, there will be interest in his skin care solution.