It’s one of the biggest success stories to come out of hit television show Dragons Den.
But when maker John Richardson showed his new anti-ageing cream to the Dragons, they swiftly rejected his business proposal.
Now John is making £250,000 a month from Natox, a cream he claims is the natural alternative to Botox injections.
With sales now standing above 34,000 bottles and a £3m turnover, Natox is already on the shelves in Selfridges and will soon be available in Boots.
So, just how does this new wonder cream, created by scientists in the RichiBrown laboratories in South Africa, work?
Well, according to its makers: “In order to understand how Natox works one should know what Botox does.
“Botox works in such a way as to prevent facial muscles from contracting and this happens by blocking acetylcholine from being released. Acetylcholine is a neurotransmitter that sends a signal to the muscles to contract, but when Botulinum Toxin comes in contact with the nerve endings, acetylcholine cannot be released.
“Simply put, when muscles cannot move, wrinkles and fine facial lines are relaxed and the skin becomes smoother and younger looking.
“Organic Natox works on the same principle as Botox but without the use of a toxin. Based on quantum physics and the use of electromagnetic fields, the Natox formula contains microscopic crystals that discharge a specific frequency to produce exactly the same results as Botulinum Toxin and prevent the contraction of the muscles.”
Natox was the subject of a six-year study by Phend Pharmaceuticals who conducted a double blind Placebo-controlled experiment, finding that Natox can significantly reduce facial lines and wrinkles, provides visible results within the first four weeks and that it improves skin texture as well as being safe for long-term use.
Its ingredients include Helianthus Annuus, the oil from sunflower seeds, which has recently been found to have anti-inflammatory properties; salicylic acid, which helps your skin stay protected from environmental factors; and sodium cocoyl glutamate, a natural coconut extract, known for its advanced skin moisturising function.
Natox’s founder says he was staggered when the Dragons “rudely” dismissed the 42 pages of research he presented them with. But it seems that John is definitely having the last laugh.
He now joins the ranks of other entrepreneurs like the creators of the children’s ride-on suitcase the Trunki, who have gone on to enjoy great success after being turned down on Dragons Den.
“If I could stand in front of the Dragons again, my message would be ‘you snooze, you lose’. They were so scathing about me and my product that if I didn’t have unshakeable confidence in Natox, I’d have been crushed,” said John.
“The Dragons said no, but the world is saying yes. If they tried calling me now, I’m afraid I’d have to say, ‘I’m out’.”
Natox has a RRP of £90 although its makers believe, given the price and risks attached to Botox, their product offers good value for money.