This new anti-wrinkle serum sells one every minute – and is only £15!

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Hyaluronic acid has become a must-have in most skincare routines.

The scary-sounding ingredient, which at first might sound like something best avoided, is actually the substance that our own skin cells make naturally in order to keep adequate moisture levels in the skin.

It has now become one of the most essential ingredients in skincare, making up the majority of effective serums on the market.

More: You actually only need three items in your skincare routine, according to a top dermatologist

And now a new hyaluronic acid serum has been met with dozens of five-star reviews for its ability to leave skin ‘plumped and glowing’.

Avon’s Anew Clinical Anti-Wrinkle Plumping Concentrate has been met with rave reviews after leaving customers with plumped skin and reduced signs of wrinkles.

Using a combination of 1.5 per cent hyaluronic acid, as well as several other skin-boosting ingredients, the serum leaves skin looking brighter and more moisturised by thickening the layers on your skin penetrating beneath the skin’s surface to deliver hydration.

‘A facial routine must have,’ said one fan. ‘I noticed a difference in my facial skin after about 5 days. My skin felt softer and the wrinkles I had on my forehead was gone by the end of the 2 weeks.’

‘I’ve been using this product for a few days and have already noticed that my skin looks more healthy and plump,’ wrote another. ‘I’ve got dry skin from being in air conditioning and it has really hydrated my skin and left me with a healthy glow, Can’t wait to see the effects of continued use.’

More: High-tech skincare ingredients explained by a dermatologist

‘Excellent Wrinkle Filler,’ commented one reviewer. ‘I’m ten days into using it and have noticed the wrinkles above my nose have nearly gone. The fine lines around my eyes are lessening too. My skin feels plumped up and smoother overall.’

The serum, which launched just a couple of weeks ago, is available on Avon’s website for only £15.

And if you head over soon you can even take advantage of the retailer’s discounted price, as it is currently on sale for only £12.