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Genistein, a natural plant-hormone in soya, has been found to boost the production of collagen, the protein which gives skin its strength and elasticity. 53% of women who took part in a clinical test said that their skin felt firmer and appeared younger looking within just one month of using genistein, and now the serum is set to give British women’s anti-ageing wellness a boost when it goes on sale online in the UK for the first time later this month.
Genistein has been formulated by Swiss cosmetic firm, Swisscode, and works by inhibiting the action of enzymes which reduce and degrade the production and quality of your collagen and elastin as you age. The serum is said to be particularly effective in those whose wellbeing is affected by menopause, as it is during this time that your oestrogen levels fall, which in turn depletes the levels of collagen and elastin in your skin.
According to Wolfgang Mayer, spokesman for Swisscode, ‘As we age the skin becomes thinner, looser, and less elastic. In men this is a fairly gradual process, but in women this accelerates as we age and there is a drastic change with the onset of the menopause. Genistein works in a similar way to oestrogen, without any of the associated hormonal side effects. It blocks enzymes which cause the depletion of existing collagen, as well as stimulating the production of new collagen. Women who’ve used the serum have seen a dramatic reduction in lines and wrinkles in just a few weeks and have been astounded by the results.’
The 15ml bottles of genistein, which cost £54, have even made it to the silver screen. Celebrity make-up artist Tina Earnshaw, who has done the make-up on blockbusters such as Titanic and Spiderman, says she uses the soya-based product on her film star clients. She explained, ‘It is an excellent tool to counteract the ageing process and a staple in my makeup kit. Film stars are understandably conscious of how their face appears when magnified on the big screen, so I use genistein to prep my celebrity clients’ skin before makeup and the results help me to achieve a flawless look.’