For the first time, the company’s R&D team could demonstrate that two Nordic ingredients boost the efficacy of hyaluronic acid by further promoting the skin’s self-hydration capabilities.
Over the past two and half years, Lumene has been working on a breakthrough technology designed to take hydration to the next level.
– This patent-pending innovation is now being introduced into our iconic Nordic Hydra range, which is loved for its deep hydration, Alain Mavon shares. Our goal was to elevate hydration performance to meet the expectations of even the most conscious consumers.
The result is called Nordic Hyalu-Birch technology, best described by Mavon as a unique combination of science and nature, and what makes it special is simply how it works.
– We’ve combined triple hyaluronic acid with two powerful Nordic ingredients — birch leaf extract and xylitol — to activate the skin’s own hydration mechanisms. Our Research & Development team discovered something remarkable: this synergy doesn’t just hydrate; it boosts loricrin expression, a key skin barrier protein. Loricrin helps prevent water loss and strengthens the skin’s ability to self-hydrate, making this technology a true game-changer for long-lasting hydration.
Take us through loricrin.
– It’s a major structural protein in the cornified cell envelope of the epidermis. It is produced by keratinocytes in the stratum granulosum and cross-links with other proteins, like involucrin and filaggrin, to give the skin barrier mechanical strength and resilience. The main function is to protect against dehydration and stress. Loricrin expression is reduced in skin conditions such as atopic dermatitis and psoriasis, Mavon shares. He continues:
– In vitro, we confirmed a synergistic gene overexpression of loricrin with the blend of triple hyaluronic acid, birch leaf extract, and xylitol versus individual ingredient and ‘duo combination.’
– This synergistic effect has never been described before and is now protected by a patent-pending application. What’s unique is the demonstration that two Nordic ingredients boost the efficacy of hyaluronic acid, already known for its role in skin hydration, by further promoting the skin’s self-hydration capabilities. On reconstituted skin epidermis, we also confirmed that the topical application of the serum containing the Hyalu-Birch technology boosts loricrin expression.
– All products in the new Nordic Hydra range feature Hyalu-Birch technology and deliver clinically proven instant hydration, with up to 72 hours of deep moisture. All research was conducted by Lumene Group R&D, while in vitro and clinical testing were outsourced to reputable CROs in Europe.
– Patent processes are generally lengthy, and most patents take over 12 months from filing to grant. We filed our patent application to this innovative Nordic Hyalu-Birch technology in March 2025, and the status is still patent pending.
Over the last few years, you’ve established research and innovation projects with local partners. What else is on the horizon there?
– Many research and innovation projects are ongoing. Secrecy remains crucial to avoid any public disclosure that might jeopardise future patent applications. What can be disclosed is that we are continuously exploring new opportunities and have set up an advanced innovation pipeline of technologies. So far, we have several projects under investigation, both related to wild berry extracts and extracts derived from biotechnologies, through partnerships with start-ups. The common thread is Nordic or Finnish sourcing and the aim to provide advanced skin benefits.
In general, what do you see that your consumers are looking for now?
– Besides the price-sensitive situation, they are increasingly focused on prevention and are asking for products featuring longevity technologies that protect their skin while ensuring their daily beauty routine delivers long-lasting skin health benefits, in line with the emerging trend of skin-span extension.
And what’s the next big thing?
– The big shift is from ‘anti-aging’ to ‘skin longevity.’ We’re truly excited about this trend because, based on a wide range of scientific publications, many Nordic berries are well known for providing health and longevity benefits.
– Among our innovation projects, skin longevity is a key focus area under evaluation—topics such as senescence (biological aging, Ed’s note), autophagy (the natural degradation of a biological cell), and cellular energy are among our priority research themes.
– At COP30 in Brazil, Mavon continues, the Global Circularity Protocol for Business (GCP) was launched. Similar to the GHG Emissions Protocol, the GCP is the world’s first voluntary, science-based, globally harmonized framework designed to help companies of all sizes measure, manage, and communicate their circular performance and impacts across value chains.
– Circularity is now seen as the most relevant alternative to sustain economic growth while mitigating climate change, biodiversity loss, and combating waste accumulation. At Lumene Group, as a leader in circular practices, this resonates strongly with us. We are already well advanced in our circular journey. Two years ago, we implemented a tool to measure our circularity performance—62% in 2024—which we have publicly disclosed in our sustainability report. More importantly, this drives our strategy and roadmap to move beyond the linear, wasteful model and accelerate the transition to circularity.