GCI Magazine

Management Sponsored by

Email This Item!
Increase Text Size

Profile: Taking the Wellness Approach

Posted: May 4, 2007
Back to the May Issue

Aging is a fact of life. While discussions on halting the process abound, researchers are looking at various aspects of why we age. Within the beauty industry, this trend can define the direction of product development and a brand’s philosophy. Malibu Wellness, Inc., a California-based company, made educating professionals and consumers about antiaging integral to its brand philosophy long before the scientific antiaging trend took off.

The company began developing products with fresh-dried vitamin C and E for external use in 1985 under the brand names Malibu 2000 and EC Mode. Malibu’s research examines the nature of the body’s response to high-energy ultraviolet light and ozone-like substances in the atmosphere, and active chlorine and oxidizing minerals found in water. Based on its research, the company adopted the philosophy of Total Oxidation Management, which attempts to understand the connection between the environment and the human body’s management of the aging process.

“I (began to understand) oxidation in my teen years when I was a lifeguard and camp director, but it was when I founded my wellness center that I began to fully understand the lack of industry awareness,” said Tom Porter, founder and CEO of Malibu Wellness, Inc.

As a result, Porter and his wife created a program to educate Malibu Wellness distributors and salons that use its products. “We continue our education and distribution through salons, spas and medical spas because that is where we are most needed,” said Porter. “Clients looking to improve the appearance of their hair and skin go to professionals whose services are enhanced by the use of our products, and professionals recommend them for home use as appropriate.”