Derma V10

Derma V10 is a British value-segment beauty brand specialising in affordable skincare, haircare and body care. It is owned by Healthpoint Ltd, a supplier based in Blackpool, England, that was founded in 1996 and built its business around budget-priced alternatives to leading personal-care brands [1]. The range is sold mainly through UK high-street discount retailers, and its products carry a current 2026 copyright, indicating an actively trading brand [2].

The brand sits within a larger corporate structure. Healthpoint Ltd, which develops and owns Derma V10, has been a subsidiary of the Netherlands-based Dayes Group since December 2021, when the Dutch company acquired the Blackpool supplier [3].

Derma V10 is the consumer face of Healthpoint Ltd, a company founded in Blackpool in 1996 that grew into one of the UK's largest suppliers of what the trade calls "tertiary" branded healthcare and beauty products — value lines positioned beneath the major names [1]. The brand's own founding date is not separately documented; the earliest external references to Derma V10 appear in the mid-2010s. According to investment firm Maven Capital Partners, Healthpoint "carved a successful niche within the rapidly expanding 'value' segment of the personal care and beauty market, developing affordable and quality alternatives to the market leading brands" [1]. The company's specific founders are not publicly named.

Ownership has changed twice in recent years. In 2017, Maven Capital Partners completed a management buy-out of Healthpoint Ltd. In December 2021, Maven sold the company to Dayes B.V. of the Netherlands, an exit the firm reported as generating a 3.1-times return for its investors [4]. Dayes Group describes itself as a supplier operating across health care, home care, beauty and pet care, with more than 50 brands and a stated reach of over 50 million families across Europe.

Derma V10 is positioned firmly in the drugstore price tier. The company says it believes "happiness comes from feeling and looking great," and frames its mission around keeping things "beautifully simple" while delivering visible results at accessible prices [6]. Its stated commitments include a focus on value, the use of trusted ingredients, and avoiding animal testing.

The product line spans eye care, face masks, sheet masks, body butters, foot care, hair treatments and sleep-themed items. Recurring hero ingredients across the range include caffeine, collagen, lavender, charcoal, coconut and aloe vera. Among the brand's recognisable products are its Caffeine Eye Patches, a 75ml Rescue Oil, and an Anti-Ageing Wrinkle Filler. Distribution is concentrated in UK high-street value chains, including Poundland, Home Bargains, Savers, Superdrug and Bodycare [1].

Derma V10 has been recognised at the Pure Beauty Awards, a UK industry programme. In 2016, its Anti-Ageing Eye Cream was Commended in the Best New Anti-Ageing Product category [8]. In 2018, the brand's Men's Hair Styling Wax took Silver for Best New Male Hair Product [9]. Beauty aggregator Cosmetify has described the label as a budget brand that does not compromise on quality, with its beauty editor writing that "beauty on a budget doesn't have to mean compromising quality, and Derma V10 prove exactly that" [7].

Derma V10 presents itself as cruelty-free, stating that it does not test any of its cosmetics on animals, and says it provides recyclable packaging where possible [6]. The company describes its products as tested and quality-approved in the UK. These are self-stated commitments; no third-party certifications are documented for the brand itself, though parent operator Healthpoint Ltd references measures such as FSC-certified paper and recycling-guidance schemes at a corporate level.

Derma V10 is an active brand. Its website carries a 2026 copyright, it maintains a social presence on Instagram and Facebook, and it continues to appear in the brand portfolio of its operating company, Healthpoint Ltd [2]. Distribution remains centred on the UK discount-retail market. Healthpoint Ltd has continued to operate as part of the Dayes Group since the 2021 acquisition.