Shoppers rush to buy anti-ageing serum that ‘helps with wrinkles’

From collagen boosters to glow-boosting elixirs, the skincare market is crowded, making it increasingly hard to tell what’s actually worth the money. But early reviews suggest a new serum might be one of those rare formulas that genuinely live up to the hype. 

Popular skincare brand Paula’s Choice has just unveiled its CellularYouth Longevity Serum for £65, available exclusively via Sephora. The formula is designed to help reverse the visible signs of skin ageing, focusing on restoring firmness, smoothness and radiance for a fresher, more youthful-looking complexion.

According to the brand, the formula works hard to tackle 12 signs of ageing at once. Think fading discolouration, loss of firmness, dehydration, dullness, lack of plumpness and uneven texture – essentially all the things that can make skin look a little less lively over time.

In clinical testing commissioned by Paula’s Choice, results were unanimous. After three weeks of use, 100% of 33 participants aged 18 to 69 said their skin looked more youthful, more vibrant, and noticeably firmer.

The texture is lightweight enough to layer easily into an existing routine, making it a low-effort upgrade rather than a full skincare overhaul. To use, apply one to two pumps to the face and neck, morning and/or evening, before moisturiser.

Back to the Paula’s Choice CellularYouth Longevity Serum, it’s already had some great reviews, as previously mentioned. This happy shopper said: “I tried this product, as I wanted to expand the range of products I own. I’m floored by how much it revamped my skin. It feels bouncy and alive.”

Meanwhile, a second said: “Amazing! It has a slate smell, but it’s very pleasant, it takes a little while to show up the difference. But it does help with wrinkles in ageing. It goes on easily and absorbs quickly into your skin.”

However, it’s fair to say that £65 is likely expensive for many shoppers. In that instance, Olay’s Regenerist Collagen Peptide24 Day Serum (£19 from £38, Boots) is a more affordable option. This fragrance-free serum uses collagen peptides and vitamin B3 (niacinamide) to penetrate up to 10 layers deep into the skin’s surface.

Otherwise, The Ordinary’s Multi-Peptide + HA Serum (£11.93 from £15.90, LookFantastic) is another budget alternative. This fast-absorbing formula acts as a structural support system for the face, boosting elasticity and refining skin texture.

Still, Paula’s Choice’s higher price point reflects its more advanced, multi-benefit formula. For those willing to invest, early reviews suggest the results may justify the £65 spend.