Cheryl is back. After the tragic death of her former partner Liam Payne in October 2024 the star has stayed firmly out of the spotlight. But today, the 42-year-old British icon makes her triumphant return via a big beauty move. She's been named the face of Nivea's most advance skincare innovation yet, the Cellular Epigenetics Age Rewind Face Serum with Epicelline, £34.99.
Taking to Instagram to reveal the news, Cheryl holds a newspaper that reads: 'Let's just go back to the start', a clever nod to her 2009 hit Fight For This Love and simultaneous foreshadow of Nivea's next-gen approach to its new serum.
'I’m ready and I’m entering my Epigenetics Era,' reads Cheryl's caption on Instagram, 'I am very proud to be joining the @nivea_uk family and to bring Epigenetics Age Rewind Serum to you all. I promise you, that after using this for just two weeks you’ll notice a difference in the integrity of your skin.. I did! #TimeToRewind.'
Having garnered 19,532 likes and 758K views within the first three hours of going live, the Reel has certainly been met with a warm reception. Cheryl's fans were quick to show their support.
'Absolutely love Cheryl. A wonderful human being who is naturally beautiful on the inside and outside. The world is a better place with you in it Chezza,' comments @allontheboard, while many others empathetically wrote 'Whenever you're ready.'
According to Cheryl, she is absolutely 'ready.' In another campaign video posted to TikTok she explains, 'I’m so excited to be partnering with Nivea. It’s such a trusted and relied upon brand that continues to evolve with the times. For me, it’s always been trust in a bottle, I’ve used it for as long as I can remember and always make sure I have the classic blue pot in my bathroom cupboard! Over the years, my skincare routine has been through every phase. From chasing trends to finally figuring out what really works. This new serum is a total game-changer. It’s smart, it’s gentle, and it brings back that youthful, radiant glow we all love and remember.'
What is the Nivea Cellular Epigenetics Age Rewind Face Serum with Epicelline
Nivea has long been focused on delivering a science-first approach to skincare. In fact, for over 15 years, the brand's research arm has been pioneering advancements in epigenetics – that being the study of how your behaviours, lifestyles and environments can change our cellular activity. That groundwork led to the discovery of Epicelline, which simply put is Nivea's secret patented ingredient that reactivates the youth functions of skin cells, and it is clinically proven to rewind cellular skin age in just two weeks.
The innovation is also laced with three sizes of hyaluronic acid, including macro, medium, and micro, which when combined help to address 10 key signs of ageing, from wrinkles and a loss of elasticity and firmness to visibly more lifted, smooth and radiant skin. And it comes with impressive clinical results, too. After 7 days, 93% of testers noticed visibly plumped skin, while after 4 weeks, 100% confirmed a more youthful appearance.
Shop: Cheryl's go-to skincare serum
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This clever serum promises to reverse the skin's age in just two weeks. Together with three different forms of hyaluronic acid and the brand's newest discovery Epicelline, which reactivates the youth functions of skin cells, the serum addresses 10 various signs of aging.
Cheryl says: 'I’m so excited to be partnering with Nivea. It’s such a trusted and relied upon brand that continues to evolve with the times. For me, it’s always been trust in a bottle, I’ve used it for as long as I can remember and always make sure I have the classic blue pot in my bathroom cupboard! Over the years, my skincare routine has been through every phase. From chasing trends to finally figuring out what really works. This new serum is a total game-changer. It’s smart, it’s gentle, and it brings back that youthful, radiant glow we all love and remember.'
Pros
- Suitable for all skin types
- Science-first formula
Cons
- Pricey for a high street product
Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).