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BE FIRST Line

Men’s skincare routine has changed profoundly in recent years. Whereas in the past male skincare mostly consisted of aftershave use,

men today make sure to apply a moisturizer, eye cream and serum, use powerful peels and undergo advanced facial treatments at the cosmetic salon. Male skin
has unique features, which are manifested by the skin’s anatomic structure and texture, and influence its appearance, aging pace and various skin phenomena.  

On the one hand, the men’s skin tissue is usually thicker than women’s, and therefore, the skin’s aging process is more gradual. On the other, compared to women,
there is a greater mass of expression muscles in men’s faces, and the muscles themselves are thicker and more massive. As a result, the wrinkles on men’s faces are
deeper. 

In addition, male skin is richer in hair follicles, has large sebaceous glands, and is therefore prone to enlarged pores, increased sebaceous secretion and papules.
Daily shaving damages the epidermal barrier andcauses the exfoliation of the upper layer of cells in the epidermis layer, which constitute the skin’s natural
protection. Consequently, many men experience facial skin phenomena that includes increased sensitivity,
redness and skin rash.

HL Laboratories has identified the need for products designated for the male facial skin. To address this need, we developed the B FIRST line— an innovative product line based on advanced formulas. The line is designed for men’s daily skincare, and facilitates the deceleration of the aging process and the improvement

of the skin texture, thus granting the skin a healthy look.
The line’s products are based on innovative ingredients, including plant components with healing, rejuvenating, moisturizing and soothing properties, as well as antiinflammatory, antiseptic and antibacterial properties. Among them are chamomile and aloe vera, which operate to soothe the skin, allantoin that prevents
irritations and improves the skin’s ability to preserve moisture, rich and nourishing natural oils, peptides, fatty acids, vitamins and antioxidants, which operate to
decelerate the skin’s aging process.
The line’s products have a light texture, are quickly absorbed by the skin and do not leave an oily shine. The rich composition of the products provides the required

skincare for grooming and assists in the deceleration of the skin’s aging process. The regular use of the line’s
products will reduce skin irritation and grant a sleek and healthy look.

ACTIVE INGREDIENTS
Carnosine – a peptide that serves as a powerful antioxidant, which prevents the destruction of the skin cells damaged by environmental causes, and in addition,
accelerates the tissues’ healing and regeneration processes. 

Silymarin – an extract produced of Milk Thistle, a fatsoluble antioxidant that operates to protect the skin cells and neutralizes toxins, and also facilitates the deceleration of the skin’s aging process.

 Vitamin E – inhibits the glycation processes and the oxidation processes that are destructive for the cells. 

Arnica montana – an extract that contains phytochemical compounds considered by traditional medicine as effective in the treatment of injuries and
skin problems, as well as for soothing the skin and reducing inflammation and redness.
Chamomile and hamamelis – plants with soothing and lesion-healing properties.
Green tea – an extract from the camellia sinensis plant, which has anti-inflammatory and antimicrobial properties.
Allantoin – enhances the skin’s ability to preserve moisture, facilitates the prevention of skin irritations, and provides a softening and moisturizing effect.
Collagen and elastin – produced from a marine source and have a unique composition of amino acids, which restore the skin’s pliability and firmness that diminish
with time.

IN PRACTICE
The combination of the peptides, milk thistle plant, collagen and elastin, along with active ingredients that assist the soothing of the skin, effectively operates to
nourish, soften, soothe and firm the skin, as well as to decelerate its aging process.

THE RESULT
Soothes the skin after shaving and provides relief in cases of irritated skin Nourishes and increases moisture level Improves the skin’s pliability and firmness
Decelerates the aging process Renews the skin’s texture Decreases the depth of wrinkles and blurs age signs

TARGET AUDIENCE
The line is designated for a wide range of male skin types.


B FIRST PRODUCT LINE
HL brand expends B FIRST – an innovative product line, based on advanced formulas and designed for men’s daily skincare.
The product line facilitates the deceleration of the aging process and the improvement of the skin texture, thus granting the skin a healthy look.

B FIRST ANTI-AGE GEL SOAP
Anti-age gel soap, for a thorough cleansing of the skin. Contains vitamin E as a powerful anti-oxidant. Contains urea and chamomile
to increase level of moisture and soothe the skin. Prevents a sensation of dryness.

BFIRST ANTI-AGE SERUM
Anti-age Serum, operates to nourish, calm and slow down skin aging. Enriched with a blend containing peptides, operates
to reduce wrinkles’ depth, vitamin E as a powerful anti-oxidant, and plant extract produced from Milk Thistle to slow down
the aging process. Contains yeast extract to support the collagen and elastin fibers, and soothing ingredients: Aloe-Vera, chamomile and green tea.

B FIRST ANTI-AGE CREAM
A unique anti-age cream operates to nourish the skin, improve elasticity and blur the appearance of wrinkles. Enriched with a blend containing peptides, operates
to reduce wrinkles’ depth, vitamin E as a powerful anti-oxidant, and plant extract produced from Milk Thistle to slow down the aging process. Contains sorbitol to
moisture and soften the skin, collagen and elastin for the elasticity and firming of the skin and for a healthy and fresh appearance.

B FIRST ANTI-AGE EYE CREAM
Anti-age eye cream operates to nourish the skin and blur expression lines. Enriched with a blend containing peptides to firm
the skin, reduce wrinkles and smooth the eye contour area skin. Contains panthenol to improve skin texture, collagen and
elastin for the elasticity and firming of the skin, and for a healthy and fresh appearance.

B FIRST ANTI-AGE AFTER SHAVE BALM
A nourishing light-texture emulsion operates to soothe the skin, specially follow shaving. Enriched with Aloe-Vera,
chamomile and green tea which operate to soothe the skin, and 3 natural oils:
calendula, olive and almonds, which operate to nourish the skin and slow down the aging process.