Exclusive: No7 Is Launching Its Line Correcting Booster Serum, and It Already Has a 17,000-Person Waitlist




Get exclusive details on the new line-correcting serum that works just like Botox - sort of.
Get exclusive details on the new line-correcting serum that works just like Botox - sort of.  

Regardless of how you feel about the term "anti-aging," (a phase we've removed from the Allure lexicon), one thing is certain: No one should ever be skin-shamed for wanting to alter their appearance. One other thing is certain: You shouldn't have to pay an arm and a leg (a charming metaphor, right?) for skin care that really works. Here's where No7's new Line Correcting Booster Serum comes in.

As Allure exclusively reports, the British skin-care brand is rolling out its latest skin-care innovation, the Line Correcting Booster Serum, which originally launched in the U.K. in April earlier this year to the tune of a wait list allegedly 17,000 names long.

The new launch is the introductory product of the brand's No7 Laboratories range, a lineup of souped-up formulas that are conceived to narrow the gap between skin-care products and professional treatments. According to No7, the key ingredient in the Line Correcting Booster Serum is a proprietary blend of fine line-smoothing peptide technology, called Matrixyl 3000 PlusTM 4, which works to boost your skin's production of elastic fibrillin. (Quick refresher: Elastic fibrillin is a polymer that wanes as you get older, and can result in visible signs of aging). Line Correcting Booster Serum is also formulated with moisturizing glycerin, which aids in absorption to the skin, ensuring that you get both smoothing and hydrating benefits from the same tube.

As with any other booster serum, the product is intended to be used in tandem with the rest of your skin-care routine, and can provide a supercharged dose of treatment to a variety of skin concerns, whether that's brightening, hydration, or soothing.

"The clue is in the name," Mike Bell, Boots' scientific skin-care advisor, tells Allure. "This product boosts your current regimen. Our ambition is that soon whatever your biggest beauty skin-care concern is, you can target it by adding a No7 Laboratories product."

However, unlike most serums, No7's booster has been designed to be applied directly onto areas where you want a firming, smoothing effect, as opposed to using it as an all-over treatment.

The serum itself doesn't have a noticeable fragrance, but has a lightweight, watery texture that readily absorbs into skin without feeling heavy or tacky. And while with all good things, it's what's in the inside that counts, as the packaging was by no means an afterthought. The thin, clear tube and pump button at the base subtly evoke administering a syringe, as if to subconsciously suggest that filler injections are made entirely optional, thanks to consistent use of the product. (We see you, No7.)

At its core, the purpose of skin care isn't to fight nature - it's about doing what makes you feel beautiful and confident. (And if a radiant, rejuvenated complexion is part of that, then rock on.)

"Nothing makes us more in control of how we show up in the world than having the best possible skin for our age," Bell tells Allure. "Our products are designed to help women at all ages have beautiful, healthy-looking skin. We believe in empowering women to be ready for anything by looking and feeling their very best in their own skin, no matter their age."

No7 Laboratories' Line Correcting Booster Serum is $41, beginning today, exclusively on walgreens.com and in stores in November.

More skin-care launches to check out:

Now, see how skin care has evolved within the last 100 years:

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