Meet ancient amaranth, from the Greek for “unfading flower.” This remarkable superfood, cultivated for over 8,000 years, served as a dietary cornerstone for some of humanity’s earliest civilizations, including the Aztecs and Incas.
Amaranth’s seeds are a nutritional powerhouse, celebrated for their sustainability and versatility. The media once proclaimed that amaranth “could feed the world” due to its ease of cultivation and robust nutrient profile. Packed with protein, fiber, and essential micronutrients, it rivals some dietary supplements in its vitamin and mineral content - it’s a nearly perfect food.
Yet, it’s amaranth’s seed oil that truly shines in skincare. Rich in Vitamin E, unsaturated fatty acids, and approximately 5% squalene—a lipid naturally abundant in youthful skin but diminishing with age—this golden oil delivers profound hydration, soothes irritation, and supports wound healing with its natural antimicrobial properties. By replenishing squalene levels, amaranth seed oil enhances skin elasticity, boosts collagen production, and promotes a plump, smooth, and radiant complexion.
Grown in Armenia’s rugged, high-altitude landscapes, where elevations soar beyond 5,000 feet, amaranth thrives under intense sunlight in the nutrient-dense volcanic soil. The unique terroir makes our amaranth exceptionally potent. In this wild, natural crucible, amaranth becomes a botanical treasure. The harsh environmental conditions stress the plant in a way that amplifies its production of protective antioxidants, such as tocopherols and phytosterols. These compounds serve as a biological shield, defending the plant from oxidative stress. When harnessed by science, they protect the skin from environmental aggressors like pollution and UV radiation.
As the star ingredient in INSIDE’s Firm-up Lotion, Armenian amaranth seed oil anchors our 100% natural formula, designed to firm the skin, reduce the appearance of fine lines, and restore a youthful glow. This luxurious lotion harnesses the ancient wisdom of amaranth, blending it with modern science to deliver transformative skincare results.
