The fountain of all youth in a bottle?
First they gave us The Beauty Molecule, and now beauty supplement company Fountain bring us The Hyaluronic Molecule: the moisturiser in a drink.
Everyone knows that beauty comes from within, but new beauty brand Fountain is cashing in on the science behind that mantra.
And they're doing it smartly, by taking the latest buzzwords in beauty, and putting them into a drinkable form.
First up they took resveratrol; an antioxidant rich ingredient found in the skin of red grapes and proven to promote an anti-inflammatory response, promote health and longevity.
And while resveratrol is used in many a beauty cream, take note of what Brandon Truaxe, CEO and founder of Deciem (the company behind Fountain) points out. "There's no concrete evidence anywhere that topical resveratrol can penetrate the skin. All resveratrol studies are based on dietary supplementation," he explains.
His solution? To put it in a bottle we can sup from daily, and line it up next to the creams in the beauty section. The first water soluble resveratrol on the market, it was a clever tactic that we liked (there's a bottle on the beauty desk at Telegraph Fashion).
Hyaluronic acid is another hot beauty ingredient right now. It can hold up to 1,000 times its own weight in water, and naturally occurs in our bodies where it cushions joints, and lo and behold keeps our skin hydrated, plump and joyfully, a lot younger looking. (Just think how those tiny fine lines - caused by dehydration alone - seen at their worst the-morning-after-the-night-before can add five years onto our faces).
The bad news is that levels naturally decrease as we age which means slackened skin - not to mention stiffer muscles. The good news, so we thought, is that hyaluronic acid is now a fundamental ingredient found in most new anti-ageing creams. Put simply, if you haven't got hyaluronic acid in your arson of skin-saving remedies, you need to change your supplier or give up the fight.
But, says the clever man at Fountain, if you really want to get drenched you need to drink the stuff, with a bio-available formulation that our bodies can more readily absorb and use. Something a little like his soon to be launched food supplement drink, The Hyaluronic Molecule?
"In its pure form, hyaluronic acid is very difficult to dissolve and requires hours of heated agitation, disallowing the body to absorb it effectively. The Hyaluronic Molecule contains an extraordinarily high concentration of hyaluronic acid in the first ever pre-dissolved supplement for maximum bioavailability," explains Tom Heinar, scientific director of Deciem.
Blinded by science maybe, we like the sound of it - and it turns out, the gingery taste (added to speed up absorption). The first formulation of its type, we have a bottle of said elixir on our desks.