Iconic Youth Serum™

Best face serum for Lines. Radiance. Elasticity. Dark Spots. Sensitive skin. Hydration. Problem Skin. Skin ageing. Men. 

Vogue Magazine named it one of the 'Top 15 anti-ageing products' and it was a best sellers at John Lewis. It's our No1 product and the serum of all serums.

Your skin is complex and the sophistication and engineering in this formula will give you unrivaled benefits. Top cosmetic scientists have said this product, by comparison to top sellers, should be ten times the price. The results are measurable, visible and remarkable. Seriously, this is what it will do for your skin:

• Rebuilds your hydration levels and maintains your natural skin barrier.
• I builds collagen reserves and elastin so your skin maintains density which gives it youthfulness and improves lines and elasticity. I call it the ‘bounce’ factor.
• Douses the skin damaging inflammation that causes sensitivity, skin ageing and spots.
• Stimulates proteasome activity to detoxify your skin cells. This along with Turmeric, gets your skin radiating luminosity, reducing redness, evening skin tone and texture. I will be surprised if you don’t have a friend or colleague comment on the improvement in your skin.
• Feeds your skin essential minerals to build reserves that remove fatigue to ensure optimum skin function.
• Omega 3’s with anti-inflammatory Stearidonic Acid, multi molecular weights of Hyaluronic Acid, plant stem cells, minerals (Zinc, Magnesium, Iron, Copper and Silica), Turmeric, deep sea enzymes.

Finally, you (and your skin), will feel more confident and happy. It’s got endorphin producing Rhodiola Rosea and our Signature Essence Blend. If there is only one product you buy, this should be it.

How To Use:


Step 1.
After cleansing and before moisturising, apply 1-3 pumps depending on your skin type. Oily skins may not need a moisturiser.
Step 2.
Massage into skin using firm, long stroking movements.
Step 3.
Bring it right down to your neck, décolletage and the area behind your ears where shampoo can get trapped and make skin dry.

Check out the Active Ingredients tab below for more information on the clinically tested active ingredients, that make Iconic Youth Serum™ the worlds richest face serum.


Regular price NOW £43.00


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RevitElix™ is Echium oil providing Omega 3, 6 & 9 to reduce lines and wrinkles, improve elasticity and participate in barrier repair. It helps rebuild the hydro lipid film as the skins surface for long term plumping. It builds up elastic fibres and is also anti-irritant

RESISTEM™ contains plant stem cells to increase radiance and luminosity. In clinical trials it is shown to defend the skin, acting like a ‘vaccine’ against skin ageing symptoms. It stimulates the ‘clean up crew’ (proteasome) to remove the waste products associated with drab-looking skin

CHROMOCARE™ Rabdosia and Seigesbeckia extract. Clinically tested to show improved luminosity and skin tone, helping to reduce redness. It helps to increase collagen density in the skin and decreases skin pigmentation.

VENUCEANE™ contains enzymes from deep sea bacteria which survive in extreme temperatures where living organisms would normally perish. It is clinically tested in the tropics, to provide protection for the skin, helps skin repair, neutralises free radicals and is moisturising. It is one of the ‘smart’ ingredients that becomes more effective the more stress it is under

MANGOSTEEN FRUIT EXTRACT is rich in vitamins and polyphenols providing anti-oxidant protection

BIODYNES TRF™ is a yeast extract that soothes irritation by stimulating cell respiration and cell metabolism

PRIMAL HYAL™ 300 is a very special hyaluronic acid fragment that not only helps with moisture control but also stimulates beta-defensin peptides to protect against microbial invasion that cause spots

BIOMIN™ AQUACINQUE provides nutritional support for the skin containing, magnesium, iron, copper, silicon and zinc

GENSIL™ 210 & HISPAGEL™ are a blend of glycerine, ceramides and hyaluronic acid in a special delivery formula that provides absolute moisture to the skin

HAPPY SKIN™ contains Rhodiola Rosea which induce beta-endorphins, sometimes known as the ‘molecules of happiness, providing a feel good wellness

TEGO TURMERONE™ is made from turmeric and it has been clinically tested to improve skin tone and texture. It is effective in the treatment of spot-prone skins, due to its antiseptic and antibacterial properties, which fight pimples and breakouts while providing a youthful glow to your skin. Not only does it help to minimise scars from spots and inflammation, it also helps to reduce oil secretion from sebaceous glands.

INGREDIENTS: aqua (water), glycerin, dimethicone, dimethicone/vinyl dimethicone crosspolymer, echium plantagineum seed oil, thermus thermophillus ferment, cyclopentasiloxane, butylene glycol, glyceryl polyacrylate, phenoxyethanol, citronellyl methylcrotonate, globularia cordifolia callus, curcuma longa (turmeric) root extract, cetyl peg/ppg-10/1 dimethicone, sigesbeckia orientalis extract, saccharomyces lysate extract, garcinia mangostana fruit extract, parfum (fragrance), rabdosia rubescens extract, polymethylsilsesquioxane, sodium hyaluronate, ethylhexylglycerin, propylene glycol, citronellol, hydrolyzed hyaluronic acid, limonene, hydroxypropyl bispalmitamide mea, rhodiola rosea root extract, linalool, saccharomyces/magnesium ferment, potassium sorbate, geraniol, saccharomyces/copper ferment, saccharomyces/iron ferment, caprylyl glycol, benzyl alcohol, isoeugenol, saccharomyces/silicon ferment, saccharomyces/zinc ferment, benzyl benzoate, chlorphenesin, tetrasodium edta, hexylene glycol, pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate.

Based on 58 reviews Write a review

When creating Iconic Youth Serum, I was asked "How much do you want to spend on the formula?" I said, "Give me the very best evidence-based Active Ingredients in the world, use in same clinical concentrations and leave the cost to me." Respected scientists have said, compared to other face serum formula's, I should add an extra zero to the price - it's that crammed with Actives that transform your skin, while calming it.

Supremely concentrated for speedy results, I was determined that it would address healthy radiance, lines, elasticity, skin tone and texture, hydration, help prevent premature skin ageing and repair existing signs of skin ageing..and give you a dose of confidence. The four scientists analysed hundreds of ingredients choosing only those proven the effective, to be included. It's heart of MERUMAYA.

A cannot-do-without-serum, that leaves you torn between telling all your friends about it and keeping it a best kept secret. Please... tell all your friends!

Maleka x

Maleka Dattu's signature, founder of MERUMAYA skincare