Who's behind it? Founder Gerd Gerken developed this 'cell-care brand' after spending time coaching German business leaders who wanted something to enhance their holistic lifestyles. What's the spin? The brand combines the cutting-edge technology of biophotons (cellular light) with wild plants designed to penetrate at the cellular level. Most of the production process is done by hand, from the harvesting of plants that live in the wild at high altitudes to their distillation and packaging in aluminium. 'The structure must be drinkable and edible,' says Gerken, taking a mouthful of the product to demonstrate his philosophy. A total of 270 wild plants are used in Noesa's products. They are distilled using a new method of extraction that does not use heat so as to preserve the biophotons. Anything else? It's perhaps the most expensive cosmetics brand in the world, with tailor-made products costing up to Euro15,000 (HK$149,321). They are only available to a select few clients from around the world. Where can I buy it? The less expensive basic line is available at Harvey Nichols.