Emma Willis' go-to collagen-boosting serum, which she credits for her youthful skin, has been reduced to £32. The Absolute Collagen Deep Lift Collagen Boosting Serum is currently on sale, down from £35.
The TV presenter and new Strictly Come Dancing host has been an ambassador for the brand since 2023. According to brand trials, the serum reduces the appearance of wrinkles in as little as 28 days.
What the study found
Absolute Collagen's study reported an 18% reduction in wrinkles and a 27% increase in skin firmness after 28 days of use. A 10ml bottle is also available for £10 (down from £17) for those wanting to try it before buying the full-size 30ml bottle.
The serum contains hyaluronic acid to plump and hydrate skin, bakuchiol (a plant-based retinol alternative), and matrixyl to support collagen production and improve texture.
Customer reviews
The serum has a 4.8 out of 5 star rating from shoppers. One reviewer said: "Very impressed with serum. It's like Botox in a bottle. Just sent for my third bottle. Highly recommend." Another wrote: "Love love love this product. Excellent on the skin. It revives, rejuvenate and refreshes my skin. A product to invest in."
A third commented: "I love this product. I have been using it for almost a year. When i have stopped using it to try a different product i have noticed fine lines looking more noticeable plus sagging jowls. Couldn't live without it. I am hooked!"
However, one user noted: "I've only been using for a couple of weeks. My skin does feel a little softer but at the moment I've not noticed any difference in lines or wrinkles that I purchased it for. I would say however that my skin is very sensitive and most products cause acne outbreaks which this doesn't. Its very gentle on the skin." Another said: "It is not the best at absorbing into the skin."
Others saw great results, with one writing: "Gamechanger! Have been using for 6 months and the Results are amazing- massively reduced lines on face particularly near eyes."
