Kiehl's, the iconic beauty brand, still manages to remain relevant despite being founded 167 years ago. The brand has recently introduced a highlighter and a sheet mask, and reformulated its Ultra Facial Cream, removing all parabens. The company has also pledged to feature only paraben-free products by the end of next year.

Parabens are preservatives used in many cosmetic and pharmaceutical products. Though some have linked the preservative to cancer, a 2005 report determined that it is biologically unlikely that parabens could escalate “the risk of any estrogen-mediated endpoint, including effects on the male reproductive tract or breast cancer" and that "worst-case daily exposure to parabens would present substantially less risk relative to exposure to naturally occurring endocrine active chemicals in the diet such as the phytoestrogen daidzein."

Kiehl's has stated that the new formula is no different from the original. Kiehl's scientists have spent five years and tested more than 114 different variations to find a way to remove parabens without changing the product's moisturizing capacity.

According to Kim Robertson, vice president of customer experience at Kiehl's, the company is aware that consumers have grown more health conscious and concerned about parabens, assuring fans that the new formulas will not alter the effectiveness of the products.

Parabens are used in shampoos, moisturizers, shaving gels, personal lubricants, topical/parenteral pharmaceuticals, suncare products, makeup, and toothpaste, as well as food additives. Studies have shown that though not directly responsible for causing cancer, methylparaben can react with UVB, resulting in advanced skin aging, skin cancer, and DNA damage.

The new formula will feature glacial glycoprotein, a protein derived from sea glaciers that protects and hydrates skin, and olive-derived squalene, which is a firming moisturizing oil. Kiehl’s is also removing T.E.A. and carbamide from its products. Carbamide is an exfoliant and T.E.A. refers to triethanolamine, an alkaline ingredient that balances the skin's pH. Both can be irritating for some users.

Kiehl's was bought out by the L'Oréal Group in 2000 and now has over 250 retail stores around the world and more than 1,000 points of sale in high-end department stores and select airports. The brand is unusually popular with men and is known for its simple and straightforward packaging designs.

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The new Kiehl's Ultra Facial Cream will be available on kiehls.com for $30 on December 26, and paraben-free formulas for all of Kiehl's products will appear in stores throughout 2019 as current products sell out.

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