BIOEFFECT(TM) EGF Serum Takes the Icelandic Cosmetics Market by Storm

REYKJAVIK, Iceland, December 15, 2010 - Scientists in Iceland have developed a revolutionary skincare product
after more than a decade of extensive research in plant biotechnology. The
skin-rejuvenating phenomenon is called BIOEFFECT(TM) EGF Serum. Made by Sif
Cosmetics, it is the world's first skincare product to contain cellular
activators made in plants. Six months after its launch in Iceland, the serum
is already being used by over 20% of Icelandic women.

BIOEFFECT EGF Serum is a next-generation, anti-ageing beauty treatment
that improves the skin's appearance by encouraging the skin to repair its own
cells. Its key ingredient is Epidermal Growth Factor (EGF), a cellular
activator that occurs naturally in human skin and has the ability to speed up
the rate of cell turnover within the skin, resulting in a fresher,
revitalized and glowing complexion.

76% of those who participated in a recent user survey* agreed that their
skin looked younger after using BIOEFFECT EGF Serum. Almost 100% noticed a
fresher look and smoother complexion. The serum has an immediate effect on
skin. In the first week of use the skin becomes fresher with renewed youthful
glow. After several weeks, users notice firmer skin, more even skin tone and
reduction of fine lines and wrinkles. To date, the serum has been launched in
a number of countries, including the UK, Denmark and Poland. The initial
response from users in those markets has been equally unanimous in its
praise.

Suitable for all skin types, BIOEFFECT EGF Serum contains only nine
ingredients necessary to maintain and stimulate the function of the EGF
cellular activator. No preservatives, fragrances or unessential fillers are
added to the serum.

No bacteria or animal cells - just barley…The cellular activator in
BIOEFFECT EGF Serum is produced in genetically engineered barley in a
state-of-the-art greenhouse in Iceland. The barley is grown in pure volcanic
pumice and watered with pure Icelandic spring water, using renewable
geothermal energy. This green biotechnology, developed by Sif Cosmetics'
scientists, bypasses the need for production in traditional bacterial or
animal cell culture systems. The patent pending method makes it possible to
use a concentration of a pure and stable EGF cellular activator in the serum
for the EGF to have a positive, visible effect on the skin.

Dr. Bjorn Orvar, CEO of Sif Cosmetics said:

"It has been great to get such a strong and positive response from users
of the first cosmetic product we have launched. It confirms that the ten-year
research and development phase has delivered the results we were aiming for.
I don't think there are many cosmetic products currently on the market which
can claim such a significant reaction in such a short time. We are now
targeting the international cosmetics market and the first steps in this
direction appear very promising."

(*71 respondents to an Icelandic survey)

www.sifcosmetics.com

For more information on BIOEFFECT EGF Serum please contact: Eirikur Sigurdsson, Public Relations Manager, Tel: +354-821-1578, email: eirikur.sigurdsson at .sifcosmetics.com .