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Sarah Choi, a graduate of University of Southern California and the Fashion Institute of Design & Merchandising in California, has launched a new clean and cruelty-free skincare line.

Headquartered in New Jersey, “As of Today” is the result of Choi’s passion for and ambition to change the way everyday people view their skincare routines. The launch includes four facial products designed to enhance the inner and outer beauty of the wearer while also making use of effective, high-quality ingredients.

As of Today includes clean, cruelty-free skincare products, clinically proven, all specially created with ingredients sourced from Paris, France. Choi’s company is defined by the use of the key ingredient R-Peptide in all products, which is a naturally-derived neuro-calming peptide that reactivates skin barriers and reverses signs of stress-aging. R-Peptide helps to normalize the skin cell network and fight skin stress. By including R-Peptide in As of Today facial cleansing products, clients can experience various benefits between two and eight weeks after application. These include reduced wrinkles, smoother skin, increased hydration, a stronger skin barrier to protect against stress-aging and a healthier and brighter overall complexion.

“I designed As of Today to provide a sense of hope and positivity to the general public centered around encouraging the idea of ​​the individual to be a better version of themselves every single day,” said Choi. “The mission of Sarahi’s skincare brand is to promote self-love and self-care with affordable products that provide visible results.”

As of Today Product Line

The brand’s product line includes parabens, phthalates, sulfates, retinol and plastic microbeads among other commonly-used ingredients. The following four products create a comprehensive, modern-day and night routine:

R-Peptide Enzyme Cleanser (130ml): A mild cleanser used as the first step in the As of Today skincare routine, R-Peptide Enzyme Cleanser is designed to provide deep cleaning and exfoliation benefits without dryness. This product’s cream-to-foam texture leaves the skin hydrated and refreshed.

R-Peptide Toner Pads (8ml, 30 packs of two pads): Used after the cleansing, these pre-moistened cotton toner pads help balance the skin’s natural pH without causing excess dryness.

R-Peptide Ampoule (30ml): Highly concentrated with 1% R-Peptide, repairs the look of wrinkles and promotes a youthful overall appearance of the skin, while resulting in a glowing effect to leave the user with a rejuvenated and brightened look.

R-Peptide Renewing Masks (28ml, five masks): These anti-aging skin masks can help reduce the appearance of wrinkles when used after the Ampoule formula and helps to rejuvenate skin for a healthy glow.

While the company is currently headquartered in New Jersey, Choi plans to relocate the company to New York in 2023.

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