You may have spotted that the brand-new Hydrating Serum in our Targeted skincare range contains an ingredient called hyaluronic acid. If this word is new to you, it may sound a little intimidating at first – ‘hyaluronic acid? Why on Earth would I want an acid anywhere near my skin?’

Don’t worry - contrary to the name, hyaluronic acid (HA) is not an acid. It’s actually your best friend for skin plumping as it acts like a moisture magnet and is able to hold up to 1,000 times its weight in water. The scientific sounding name might lead you to believe that it’s artificial but in fact hyaluronic acid is sugar molecule that occurs naturally in the body. HA levels tend to fall as we age or if we are subjected to environmental aggressors, such as pollution, so it makes sense to look for a serum containing hyaluronic acid if we are keen to age well or if we live in urban environments.

When we add hyaluronic acid to skincare products, its humectant properties draw moisture into the skin, helping to combat dryness and dullness and restoring elasticity. Improving the water content of skin strengthens its barrier, calms irritation and plumps out fine lines.

What many people don’t realise is that there is more than one type of HA. HAs come in various molecular sizes; smaller molecules can penetrate deeper into the skin to deliver their hydrating benefits while large molecules stay on the surface giving the skin a ‘dewy’ look.

Forever’s new Hydrating Serum is a powerhouse of hyaluronic acid containing FOUR different types, which work together to replenish water on the surface of skin and retain moisture from the inside, whilst also improving elasticity and resulting in the appearance of visibly plump skin.

This means that Forever’s Hydrating Serum will help your skin feel plump and hydrated while reducing the appearance of fine lines and wrinkles, and providing an added layer of protection against environmental stressors. Definitely a skincare hero, in our books.