Noble Panacea. Even the name is impressive. Just like how this cutting-edge beauty brand is multi-layered in complex science and innovative development, so is its name. On the one hand, it may seem oblique. But you soon realise that it gives a nod to its founder Noble Prizewinner Sir Fraser Stoddart. On the other, it has a deeper significance, referencing academic connotations (Panacea is the Greek goddess of universal remedies) so that you know this is not your average, off-the-shelf cosmetic company.