Who's behind it?
The skin-care line was started by dermatologist Vermen M. Verallo-Rowell in 1979. Her daughter, Laura Verallo de Bertotto, is now chief executive of the company. 'As a teenager I had severe acne,' she says. 'So I was basically my mother's guinea pig.'
What's the spin?
The cosmeceutical company has designed its own hypoallergenic rating system, which grades a product's safety based on the number of allergens it doesn't contain. VMV patch-tests every product, ingredient and raw material - even accessories such as brushes, puffs and sponges.
Laura Verallo de Bertotto, who was in Hong Kong recently, says the formulations contain the fewest ingredients possible. 'Our ingredients give maximum benefits without having to pile them on - which reduces the likelihood of irritations and cross-reactions'. The products are also fragrance- and preservative-free, non-comedogenic and clinically tested.
Laura Verallo de Bertotto says Asians have problems with uneven skin tone, melasma or other dark spots, blotches and discolouration.
