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Vinita

As a young girl growing up in India, Vinita Jain became fascinated with the spiritual practices and herbal remedies of Himalayan monks...

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Vinita is not the only brand to use minerals. Bulgari crushed and liquefied gemstones in formulating its first skin care line, which was launched last year in Italy, and Aveda has used crushed tourmaline in products.

The overall aim of the Vinita skin care brand is to promote growth of young skin cells and strengthen fragile mature cells while detoxifying old, dead cells, Jain said. A choice of three teas are offered — Indian madder, Indian pennywort and winter Bhumiamla — to flush out impurities and waste from the body.

The line, consisting of six skin care products and a box of 28 tea bags for $75, is designed to promote hydration, moisture retention, firmness and antioxidant protection. Price points range from $75 for a 5.1-oz. cleanser with a bhasma of silver, to $225 for a day cream with SPF 15 and a bhasma of diamonds, $250 for a 1.7-oz. night cream with a bhasma of silver and pearl and $300 for an elixir with a bhasma of gold, diamond and pearl.

In addition to being featured in the Saks Fifth Avenue catalogue, the line will be promoted by heavy sampling. Executives plan on handing out 25,000 deluxe 7-ml. versions of the night cream packaged in cartons.
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