French skincare brand NUXE will launch a new whitening line, NUXE White, on February 26, 2014.

The line focuses on the three key elements of clear skin: whiteness, radiance, and moisture. In addition to white flower, which blocks the production of melanin, the cause of blemishes, the line also uses porcelain rose, which is transported to the stratum corneum and brings a radiant glow to the skin, for the first time in cosmetics. It also contains cherry blossom, known for its moisturizing and skin-smoothing effects. The line also features a fresh scent of magnolia and jasmine and a silky texture. The lineup includes five products: the facial cleanser "Brightening Facial Foam" (125ml/3,780 yen), the alcohol-free toner "Moisturizing Lotion" (200ml/4,830 yen), the light-textured emulsion "Moisturizing Emulsion" (50ml/4,725 yen), the "UV Protector 30" (SPF30, PA+++, 30ml/3,780 yen) which protects the skin from UV rays and air pollution, and the special care "Perfect Sheet Mask" (6 sheets, 6,300 yen). The products will be released first in department stores, and the current whitening skincare line will be discontinued. Founded in Paris by a pharmacist in 1957, Nuxe was owned by the young businesswoman Aliza Jabes in 1989. Combining phytotherapy (a plant therapy that stimulates the body's natural healing powers) with aromatherapy, the company develops and sells skin care items whose effectiveness has been verified chemically. They do not use any animal ingredients, mineral oils, or synthetic colorings, and even their packaging is made from recyclable materials.