My Fortiva is a leading supplier of personal care products to corporations, health clubs, spas, schools and other organizations. Their line of personal hygiene products include toothpaste, mouthwash, body wash, deodorant, laundry detergent and personal care items such as shampoos, conditioners, soaps, styling gels and make-up remover. The company was started in 1998 and is based in Fort Lauderdale, Florida. They are one of the fastest growing private label brands in the U.S.
A recent article on my blog referred to My Fortiva as “a great opportunity” for those seeking “high-end, designer personal care products.” According to that article, the company had experienced strong growth in sales during the second quarter of 2021. Although the Fort Lauderdale, Florida headquarters is one of the most popular shopping destinations in the world, the company states that they “still operate at a relatively small scale compared to other top brands.” Nevertheless, it is a growing brand. In the third quarter of 2021, My Fortiva was ranked first among the “Leading Brand Families” by the Independent Grocers Association of America (IGA). My Fortiva's “growing client base and positive customer feedback continue to position this company as a standout,” according to the IGA.
As it happens, one of My Fortiva's chief competitors is L'Oreal Paris, which offers the L'Oreal Paris Select line of products. The French fashion house has been a main competitor in the cosmetic industry for many years, and was also the founder of the brand Estee Lauder. In fact, Estee Lauder itself is now undergoing a consolidation process. During the past two decades L'Oreal has expanded aggressively into the health and wellness market, and its partnership with the well-known American eyewear giant, Johnson & Johnson, has been equally lucrative. In January, the company made an acquisition of the German company Actinate for $5.4 billion. L'Oreal has also set up joint ventures with Actinate in the dental field, with plans to release a line of “electronic cosmetic” solutions.
It is not an accident that My Fortiva is targeting the “underbelly” of the cosmetics market, or that it is targeting brown spots in a very visible part of the face. Brown spots are a common complaint of women across all ethnic and age groups. My Fortiva's advertising message is that these dark spots are” hereditary.” The brand's tagline, “every woman deserves a healthy complexion” reinforces this claim.
My Fortiva's tagline is deceptive, because most blemishes are not caused by heredity, and many are simply caused by the effects of environmental pollutants. If you want to get rid of dark spots on your face, there are several steps you can take that will reverse aging. Some of the best creams for dark spots contain vitamin A, vitamin C, and beta carotene. All of these ingredients have anti-aging properties.
A relatively new formula called My Fortix was developed by the Dermalogica company. It contains an innovative combination of keratin proteins and retinoids. Keratin is a protein found in the outer layer of human skin. In addition, it makes up the “inner” surface of epidermis, the topmost layer. Like other anti-wrinkle treatments, My Fortix stimulates cell growth in response to sunlight.
There is no evidence that the My Fortix brand causes cancer, as the FDA has not approved any of the products for this purpose. Dermalogica, the parent company, says that most people experience no side effects. The only reported side effect for one of the My Fortix products is slight redness, which fades after a few hours. If you suffer from age spots, discoloration, or wrinkles, you may want to consider another product. Most people do not need to use a product that removes their wrinkles.
One of My Fortix's main competitors is Retin-A. Both products are intended to be used at night. However, My Fortix's ads show that it can be used all day. As with any cosmetic brand, the ingredients in My Fortix may be more effective than they are advertised. If you are interested in using a safe, gentle product for your face, you may wish to try out a free trial product. It is unlikely that My Fortix will completely replace Retin-A, as the former's strong ingredients are more suited for the evening or night time.
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