Our Story

Over 7 Decades

How It Started

Quietly tucked away in the NW industrial district of Portland was the pharmacy for the company that was started somewhat by accident. In 1904, Dr Robert Heldfond Senior, created a base cream for nurses to deliver medications to burn patients out of his Portland drugstore, Central Drug. This base was found to be highly moisturizing and healing with hugely restorative powers.  He added vitamins E and B5 to create his e-b5 cream and discovered a way to prevent customers from aging. The brand, was then launched by his son, Robert Helfond, and snowballed to become stocked in JC Penney, serving millions of customers all over the US.

How It’s Glowing

For over 7 decades now, women and men around the world have embraced aging thanks to our natural yet effective eb5 products.

Through the years, we have mastered botanical and essential vitamin blends across all of our products while staying true to our trusted anti-aging skincare roots. Our pharmaceutical ingredients work for all skin types, whether dry and flaky, overly oily, blemished, or balanced.

Our Customers

Many of our customers have been with eb5 since the very beginning. Not many brands can say their customers have used their products for well over 40 years but we are so proud to be able to! See more of our incredible reviews here


‘I’ve been using EB5 for 45 years. It’s the best moisturizer that I have ever used. I swear by eb5.’


‘I have used eb5 for 40 years. I won’t miss a day without using it morning and night.’


‘I am 91. Everyone wants to know how I care for my skin. I always give your eb5 the credit.’

New Looks, Same Formulas

We have moved our original headquarters from the west coast of Portland, to our new home in Charlotte, North Carolina, but still carry on the legacy of simple, yet potent anti-aging skincare. We may have changed our packaging and look over the years but our loved formulas have stayed the same.

Here at eb5, we welcome aging with grace, knowing our nourishing skincare line provides the perfect combination to keep your skin healthy and youthful.

Today, and Tomorrow

We’re putting our 70 years of innovation, knowledge and countless clinical studies into expanding our skincare range. Each product in the eb5 range will continue to be designed to seamlessly work together providing you with 360 degree care, for all skin types, always.