Barneys New York is officially “in” on the K-beauty trend. Vitabrid C12 just launched in the U.S. — exclusively at Barneys New York.

“We are thrilled to officially enter the U.S. market with Barneys New York as our exclusive retailer,” says Ron Choi, Global Business Manager of Vitabrid C12. “This partnership is in line with our goal to become an authority in K-beauty innovations and excellence. With our launch in a retailer as esteemed and prestigious as Barneys, we hope to continue and expand upon the growth we have already seen in Europe and Asia.”

The brand’s lineup of 8 Vitamin C based products, for the skin and hair, retail for $25 -$80. 

About the Brand’s Vitamin C Complex

Vitabrid C12 is based on the company’s new proprietary form of active Vitamin C, a complex called “Vitabrid CG.” The ingredient has never been used in a beauty line, the company says, and is certified as a new material by the International Cosmetic Ingredient Dictionary.

Jennifer Miles, Vice President, Divisional Merchandise Manager, Cosmetics, Barneys New York. “Our customers are always looking for the latest in skincare innovations, and Vitabrid C12’s Vitamin C complex provides outstanding benefits.”

Traditional Vitamin C is proven to be beneficial to the skin, brightening skin tone, boosting collagen levels, and producing an antioxidant effect. For hair, it can strengthen thinning and weakening strands, prevent hair loss, and protect the scalp from UV exposure. However, since it vitamin C is unstable, it is a challenge for formulators. 

Vitabrid CG, the main component of Vitabrid C12, specializes in delivering active Vitamin C in a stable form through the use of a patented Layered Double Hydroxide (LDH) Technology. This proprietary organic-inorganic hybrid technology encapsulates active Vitamin C between bio-friendly mineral layers to deliver active Vitamin C continuously for over 12 hours, deep into the skin and scalp, down to the dermis.

Vitabrid CG was developed at South Korea’s prestigious Ewha Woman’s University. The core technology was recognized as one of the most innovative technologies by MRS and C&EN.