Befine Skin Care was conceived by Florence Sender, CEO of FoodLogic. The purpose behind the line is not to promise miracles using chemicals and double-talk, but to offer a product that nourishes the skin in a whole new way. “It’s not about trying to look younger or like someone else, it’s about capturing the grace of who you are and looking good while you get there,” says Sender. “Each and every ingredient serves a purpose, from the basic rice which super softens and has huge amounts of vitamin’s E and F, to pomegranate that regenerates the skin and boosts the effect of SPF 15. The line is essentially vegan with vegetarian proteins, paraben-free preservatives and allergen-free fragrance. You could actually eat everything, although they wouldn’t taste too good as they’re designed to be digested by your skin.