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 £40.00


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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 55 reviews Write a review

"This is where it all began. Iconic Youth Serum™ epitomises the unique Integrative concept of MERUMAYA®. It prevents signs of ageing while perfecting current ones. It's not just about lines. Elasticity, firmness, radiance, texture; they all play a part in skin ageing. If there is only one product you use from MERUMAYA®, this should be it and that was the basis for the excellence I expected in creating this product which stands as the heartbeat of the brand.

It had to be for all skin types; to prevent and undo multiple signs of skin ageing, to be super concentrated so that results are speedy, to leave the skin feeling velvety and leave you feeling fantastic. I wanted it to be a must-have-cannot-do-without product, that leaves you torn between telling all your best friends about it and keeping it a best kept secret. Please..... tell all your friends!

When I sat round the table with the cosmetic scientists this was the first product addressed. I used a number of scientists so that I could have access to greater intelligence, the world's very best active ingredients and eliminate any biases. There was one magical moment when I knew this was the most dynamic meeting I had ever had.

Two Professors were explaining their leanings towards different actives to address lines and elasticity. First they directed their comments to me and as the arguments from each side became more intense and more scientific, they shifted to address each other on a very scientific basis. Each expanded on the clinical trials of the ingredient they'd recommended, citing invivo and invitro results. Then came the punch, biopsies conducted on RevitElix showed that it both prevented and perfected signs of skin ageing and the fact it had an ingestible version too.

At this point Prof B said to Prof K, I concede, your suggestion is the better ingredient. That is how Echium Oil became such an important ingredient in the three original treatment products. Then Scientist A piped in with what we would need to factor in the manufacturing process in the form of anti-oxidants, Scientist J with considerations for scaling up and filling, and I represented you, the customer. What would you feel, see immediately, see the next morning and 28 days on? How would it engage all your senses, be almost sensual to touch, smell distinctive? Results, results, results. Every active in every product has been challenged in this way by several cosmetic scientists.

I was asked the question "how much do you want to spend on the formula?" I said, "give me the very best evidence-based actives in the world, formulate them in the same robust concentrations that were used in the clinical trial and leave the cost to me". Many scientists since have asked how I could afford those formulas and sell them at accessible price points. The answer is, I am prepared to take less margin in the hopes that I deliver the best to you, and as a loyal customer, you tell all your friends and this becomes the next big British brand that we can all be proud of.

This product fits into any skincare routine after cleansing. You can see and feel a difference and the results just keep getting better and better. I promise you."

Maleka Dattu's signature, founder of MERUMAYA skincare