With the new Algenist Elevate Firming and Lifting Neck Cream (£78), the brand applies their patented alguronic acid — an ingredient made from sustainably-produced algae extract — to the (very) delicate neck and décolleté area. Meant to be applied twice a day, morning and night, the formula promises to smooth, firm, hydrate, and help reduce the appearance of crepey-looking skin.