AMELIORATE Transforming Body Lotion With A Hint Of Colour resurfaces the uppermost layers of your skin, whilst providing an instant hint of wash-off colour. Results:
- Clinically proven to significantly increase moisture levels in the skin for up to 12 hours.
- 87% agreed that the appearance of their skin had enhanced & felt smoother.
- 97% said their skin felt moisturised.
- 95% said their skin felt softer.
- 82% felt AMELIORATE worked faster & more effectively than their normal product.
- 90% agreed that when applied to their face it left their skin feeling softer, smoother & moisturised.
- enhanced the appearance of bumpy 'chicken skin' (Keratosis Pilaris).
- enhanced the appearance of ingrown hairs.
- Soften, smoothes & conditions. Benefits:
- Removes dead skin cells.
- Unblocks hair follicles.
- Promotes surface skin cell renewal.
- Resurfaces rough, dry, bumpy texture.
- Intensely hydrates.
- Softens, smoothes & conditions.
- Instant wash-off colour.















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AMELIORATE Intensive Foot Treatment resurfaces the stubborn areas of hard skin whilst providing long-term relief to very dry, rough feet & cracked heels. Optimum levels of Lactic Acid, a naturally occurring Alpha Hydroxy Acid, gently exfoliate hard, rough, thickened skin whilst stimulating the renewal of healthy skin cells. The unique La H6 Skin Hydration Complex & a conditioning blend of Urea, Shea Butter, & Glycerine enhance the skin's protective moisture barrier & replenish hydration levels & provide instant comfort. Feet are left feeling soft, smooth, comfortable & healthier-looking. Recommended for: Very dry, rough feet Hard thickened skin Cracked heels Proven results: Clinically proven to significantly increase moisture levels in the skin for up to 12 hours. Improves the texture of feet & appearance of cracked heels. Provides long lasting comfort & improves the appearance of very dry, rough feet. Softer, smoother, healthier-looking feet. 94% agreed that the product left feet feeling softer & smoother & enhanced the appearance of cracked heels. * Tested on 51 people with very dry, rough, thickened feet & cracked heels. Key benefits:
- Exfoliates rough, dry, hard skin.
- Instantly hydrates.
- Promotes surface skin cell renewal.
- Forms a protective layer of moisture.
- Softens, smoothes & conditions. Clinically Proven to increase moisture levels in the skin for up to 12 hours. Suitable for all skin types.




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AMELIORATE® Softening Bath Milk Oil is a new, fabulous formulation that has been created to bring the joy of a bath back to sufferers of Keratosis Pilaris & very dry skin. Clinically proven to moisturise for up to 8 hours after bathing, give your skin & yourself a treat, & pour a steaming hot bath. Take some time to relax! This bath milk oil has been formulated for & researched on those with rough, dry bumpy skin, 89% said their skin felt softer after first use plus they LOVED the fragrance!* Clinically proven to increase moisture levels in the skin for up to 8 hours. Suitable for all skin types. Suitable from age 3, it is perfect for the whole family. 84% agreed that their skin felt softer & smoother* AMELIORATE® Softening Bath Milk Oil key ingredients:
- Colloidal Oats to soothe & protect
- Nourishing Sweet Almond Oil, Starflower & Camelina Flower Omega Oil
- La H6 Skin Hydration Complex. * Tested on 102 people with rough, dry, bumpy chicken skin (Keratosis Pilaris) in a 2 week independent consumer trial.


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AMELIORATE Transforming Body Lotion resurfaces & intensely hydrates to resurface the uppermost layers of your skin. This lightweight, easily-absorbed lotion progressively refines, improving skin texture & condition. It smooths away bumps, softens & protects skin & intensely moisturises for 24 hours. Active ingredients include Alpha Hydroxy Therapy, Sweet Almond Oil & a unique La H6 Skin Hydration Complex. Optimum levels of Lactic Acid, a naturally occurring Alpha Hydroxy Acid, exfoliate & renew skin cells whilst drawing moisture into the skin. Hydrating Sweet Almond Oil softens & protects the skin, enhancing its natural moisture barrier. Clinically proven & dermatologist tested, AMELIORATE is designed for rough, dry & bumpy skin. It makes Keratosis Pilaris look & feel better, deeply hydrates very dry skin & leaves normal skin amazingly soft & smooth. Suitable for all skin types. Suitable for children over 3 years. Safe for use on the face. Dermatologists approved. 87% agreed that the appearance of their skin had enhanced & felt softer & smoother. * * Tested on 77 people with rough, dry, bumpy 'chicken skin' (Keratosis Pilaris) in a 4 week independent consumer trial. ...

AMELIORATE Transforming Body Lotion resurfaces & intensely hydrates to resurface the uppermost layers of your skin. This fragrance free, lightweight, easily-absorbed lotion progressively refines, improving skin texture & condition. It smooths away bumps, softens & protects skin & intensely moisturises for 24 hours. Active ingredients include Alpha Hydroxy Therapy, Sweet Almond Oil & a unique La H6 Skin Hydration Complex. Optimum levels of Lactic Acid, a naturally occurring Alpha Hydroxy Acid, exfoliate & renew skin cells whilst drawing moisture into the skin. Hydrating Sweet Almond Oil softens & protects the skin, enhancing its natural moisture barrier. Clinically proven & dermatologist tested, AMELIORATE is designed for rough, dry & bumpy skin. It makes Keratosis Pilaris look & feel better, deeply hydrates very dry skin & leaves normal skin amazingly soft & smooth. Suitable for all skin types. Suitable for children over 3 years. Safe for use on the face. Dermatologist approved. 87% agreed that the appearance of their skin had enhanced & felt softer & smoother.* * Tested on 77 people with rough, dry, bumpy 'chicken skin' (Keratosis Pilaris) in a 4 week independent consumer trial. ...

Americana, the new fragrance by American Crew is born from the American spirit & is fresh as the open road. With its clean notes & fresh but luxurious scent, Americana is perfect to wear anywhere & for any occasion.
- Top Notes: Bergamot, Lemon & Orange & Coriander give an invigorating fragrance that evoke spontaneity & passion.
- Heart Notes: Essence of Elemi lends a grounding effect, whilst Green Wood adds a sharp masculine note & Cashmere adds balance with an aura of warmth.
- Base Notes: Dry Wood, Patchouli, Sandalwood & Ebony add intrigue & allure.


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Beard's don't have to be wild, but they can be fierce! American Crew Beard Balm is a soft balm that controls & tames the beard to give it a well groomed, refined & polished look. Features & Benefits:
- Flexible & effortless application.
- Conditioning & nourishing formula.
- Tames unruly beards.


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Beard's don't have to be perfect, but they certainly can be polished! Like dry shampoo, but for the beard, American Crew Beard Foam Cleanser features a fast absorbing foam texture that cleanses the beard, without having to rinse. Features & Benefits:
- Easy to use.
- Dry foam formula.
- Long lasting effect.
- Provides a feeling of freshness.
- No need to rinse.




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Lightweight, fast-absorbing formula. Conditioning oil blend that keeps the beard soft, shiny & smooth. American Crew Beard Serum has an oil based formula specially designed for beard care, with beneficial oils that instantly conditions & keeps the beard soft & into palm. ...

A blend of natural lime & citrus oils, cooling conditioner moisturises & conditions the hair without weighing it down. Peppermint & spearmint invigorate the scalp while wheat protein increases the hair strength & sheen. Ideal for everyday use & safe for colour treated hair. ...