eb5 was acquired in 2017 and was the fifth brand to be added to Elements Brands’ portfolio. The brand has been around and recognized for more than 60 years. It’s a collection of clean, anti-aging skincare that uses only five main ingredients to reverse the signs of aging and maintain healthy, beautiful skin. Initially created in the 50’s by Pharmacist Robert Heldfond of Portland, Oregon, it was used to deliver medicines to the skin of burn victims. Because of its healing properties and distinct simplicity, that original cream developed into the flagship product that later appeared in drugstores and department stores nationwide — now known as the Intense Moisture Anti- Aging Facial Cream. The eb5 collection grew (and continues to grow) to include toner, eye cream, men’s cream, serums, SPF moisturizer and more.