The Emma Hardie Midas Touch Super Serum (£58) is a does-it-all serum — the first the brand has had clinically trialled — that promises to boost hydration and leave skin looking smoother, firmer, softer, and glowier over time. The jam-packed formula contains bakuchiol (a botanical extract that helps promote cell turnover and support collagen production), vitamin C, niacinamide, vitamin E, as well as soothing ingredients like aloe vera, grapeseed oil, shea butter, and squalene.
"I felt that we needed something much more intense [in the Midas Touch range] that's really targeted at those first signs of ageing, or ageing generally, which tends to be the dehyradation and the fine lines and wrinkles," brand founder Emma Hardie said of the serum in a video filmed for the launch. In addition to all of the vitamins and the derm-loved ingredients, the formula also includes something called "ultra-filling spheres", which, according to Hardie "go in through the top layers of the skin and then they suck up the moisture from the deeper layers and release it. So as the skin plumps up, the fine lines and wrinkle start to disappear."