This time last year, No7 sparked what was essentially a nationwide stampede as people rushed to get their hands on the brands’ Line Correcting Booster Serum. There was a waiting list, it sold out – it was the sort of hype that immediately sparks excitement. This year, then, it’s no surprise that No7’s two new serums generated a waiting list of 37,000 in just 13 days – and they weren’t even on sale yet. Today, they finally launch, giving the people (or 37,000 people, at least) what they really, really want.
One is the Firming Booster Serum, which No7 says ‘is powered by four times more firming complex than the existing No7 serums with a formula clinically proven to tackle areas contributing to a loss of firmness.’ Or, more simply, 79 per cent of 220 women who were asked to try the product said their skin felt firmer over a week. A mix of hyaluronic acid, hibiscus seed extract (amino acids, basically) and No7’s own anti-wrinkle peptides all work to hydrate the skin, ultimately restoring collagen levels and improving skin’s elasticity.
The second new product is the No7 Laboratories Dark Spot Correcting Booster Serum, which is more concerned with uneven skin tone and improving dark spots. There’s a mix of powerful ingredients working together, including vitamin C, mulberry and liquorice, which act as an antioxidant to soothe skin and the less catchy Gluconolactone (PHA), which is a mild exfoliant. For this serum, No7 asked 195 women to try it over an eight week period, in which time 75 per cent said age spots and other pigmented areas of skin were improved.
BUY: No7 Laboratories, Dark Spot Correcting Booster Serum, £38
Both serums are £38 and available to buy now at Boots. That is, if you can beat the 37,000 other people clamouring to add them to their bathroom shelves.