BioEffect EGF Serum, $220 at Holt Renfrew (www.holtrenfrew.com).
The Product
BioEffect EGF Serum, $220 at Holt Renfrew (www.holtrenfrew.com).
The Promise
This innovative anti-aging serum from Iceland vows to restore skin's youthful radiance and minimize the appearance of fine lines, thanks to unique biotechnology that uses plants to mimic the stimulation of human cells.
How it works
The key ingredient, EGF (epidermal growth factor), is a cellular activator that stimulates cell renewal, as well as the production of collagen and elastin. BioEffect is the first brand to use plant-derived EGF; it has achieved this by copying the genetic information of human cellular activators onto the barley plant, which is cultivated in Icelandic volcanic pumice and watered with pure spring water to maintain purity, activity and stability.
How to use it
Smooth two to four drops on clean, dry skin at night.
The bottom line
The science behind this product is mind-boggling. I mean, transferring human cellular code onto barley? Until now, I thought barley was only good for making booze and for adding to dishes that make me feel healthy and sanctimonious when I eat them. Either way, I was pretty convinced the only role barley played in my life was to make me obnoxious. But now, it makes me more youthful, too. I've been using this product steadily for about three weeks and I have to agree with the 25 per cent of Icelandic women over the age of 30 who say that it improves skin tone and texture, reduces fine lines and boosts radiance. I also love that it's a one-step nighttime process. On the negative side, I find it kind of sticky on my skin and it takes a long time to really absorb – like, that probably happens sometime between me falling asleep with a book overturned in my lap and waking up with drool on my pillow. Regardless, I'm happy to usher barley into my skin-care routine to complement its permanent position in my liquor cabinet.