The range released this month, is based on the principle of yogic breathing or Pranayama, which the company interpret as a connection of body and soul through conscious breathing. The main component of the products is an active the company call Oxyvital. Derived from corn, Artdeco claim that the compound increases the oxygen consumption of skin cells, leading to brighter, younger looking skin. "Oxyvital stimulates the cellular respiration and increases the oxygen consumption of the skin cells by up to 116%" say the company, adding that the skin's oxygen content is at its highest at 20, but has halved by the age of 40, when elasticity deteriorates and cell ageing becomes obvious. In total the range consists of 9 products including a cleansing mousse, a tonic spray, a natural peeler, a detoxifying skin treatment and an eye cream. All products contain the Oxyvital active as well as other plant extracts, many of which come from traditional Chinese medicine, such as the lotus extract. The lotus flower, a symbol of Buddhism, is believed to enhance the skin's protection against harmful environmental influences whilst having a calming affect. The White Tea Cleansing Mousse claims to utilise the radical-scavenger properties of the white tea extract. An old Chinese medicinal herb, white tea reportedly has higher levels of polyphenols and flavanoids than its green partner, already a common ingredient in skin care formulations. The Detoxifying Skin Treatment contains an anti-pollution agent - an extract of ivy, sunflower and phytin acid from corn - that reportedly protects the skin from pollution from heavy metals and environmental gases such as cigarette smoke. "Yoga provides the body with oxygen and generates the wellbeing for body and soul. Every single Skin Yoga product adds to disburden the skin from stress factors inside and outside and let every pore breath deeply," said the company. This 'holistic' approach to skin care - finding inspiration in the ancient traditions such as Buddhism, or ayurveda - is a growing trend in the industry. Herbline, an India based company, launched a wide range of products in Europe earlier this summer using vegetable oils and Himalayan spring water taking inspiration from the ancient ayurvedic tradition of India. The manager for European distribution of Herbline explained that "Ayurveda is Sanskrit for life and knowledge. Herbline cosmetics reflect this awareness that health and beauty is a combination of physical, mental and spiritual well-being. These products aren't a fad to cash in on a trend - they're a way of life". Having said this, the growing trend for exotic natural extracts, and the growing natural market in general, suggest there are definite benefits to be had from the association with holistic values. Consumers are becoming ever more aware of the contents of their personal care products, increasingly associating them with general values of health and well being.