Iconic Youth Serum™


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Regular price NOW £43.00

This collagen-boosting face serum is everything you need to deliver on your skin's complex needs.

• Seriously skin brightening. Reduces, redness hyper-pigmentation & dark spots
Reduces lines & wrinkles and improves elasticity
• Exceptionally calming & soothing for sensitive and acne skins 
• Deeply hydrating & moisturising with antioxidant protection
• Turmeric & Mangosteen provide anti-oxidant protection 
• For all skin types, ages, races, genders

Our No1 Best Seller Vogue Magazine included it in their 'Top 15 anti-ageing products'

This serum is intelligently formulated to prevent and repair myriad signs of skin ageing. Your skin has complex needs that require clinically-tested active ingredients, used in full concentration to:

• Protect, restore and rebuild your skin's own Moisture Barrier
• Reduce inflammation that causes, sensitivity, acne, skin ageing and even issues like rosacea
• Boost collagen reserves to strengthen the architecture of your skin to increase density
• Antioxidant protection to prevent the breaking down collagen & elastin
• Build hydration and moisture through the different skin levels
• Even and reduce varying tones in the skin, hyperpigmentation, sun damage dark spots, PIH, acne scars and redness
• Provide your skin the essential minerals it needs to function optimally. These also act as pre-biotics to serve the skin's microbiome
• Adaptogenic herbs for resilience and the release of endorphins in the skin

Finally, you (and your skin), will feel more confident and happy. Our Signature Essence Blend, contains ingredients used in times gone by, to raise confidence and feelings of happiness. And the beautiful textures deliver a sensorial therapy experience to soothe and build feelings of wellness. If there is only one product you buy, this should be it.


  • RevitElix™


    Echium Oil. Plant source Omega 3,6,9. Reduces lines, improves elasticity, rebuilds moisture barrier. Excellent anti-inflammtory to calm skin.



    Enzymes from deep sea bacteria neutralise free radicals to protect against ageing, A 'smart' ingredient becomes more effective with more stress e.g. UV light.



    Rich in vitamins & polyphenols providing anti-oxidant protection.



    Plant Stem Cells increase radiance & luminosity. Acts like a 'vaccine' to defend the skin from ageing. Stimulates proteasomes to remove skin dulling waste.



    Contains adaptogenic herb, Rhodiola Rosea, which induces beta-endorphins, known as the "molecules of happiness"shown to improve skin & mood.



    Rabdosia and Seigesbeckia extract reduce redness and even the skins' tone & radiance. Helps to increase collagen density in the skin & decrease dark spots.



    Yeast extract that soothes irritation by stimulating cell respiration and cell metabolism.

  • PRIMAL HYAL™ 300


    Low molecular weight Hyaluronic Acid hydrates deeper layers of the skin. Stimulates skin's beta-defensin peptides, to protect against microbial invasion that cause spots.



    Turmeric is shown to improve skin tone for glow. Antiseptic and antimicrobial for treatment of spots & Acne and minimising scars. Effective antioxidant. Anti-inflammatory.



    Essential minerals for optimum skin function. Magnesium reduces fatigue. Iron brings oxygen. Zinc healing. Copper & Silicon for collagen and elastin production.



    Glycerine, ceramides & Hyaluronic Acid, in a special delivery formula that provides moisture and hydration to the skin.

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.

  • Apply 1-3 pumps

    Step 1

    After cleansing and before moisturising, apply 1-3 pumps depending on your skin type. Oily skins may not need a moisturiser.

  • Massage into skin

    Step 2

    Massage into skin using firm, long stroking movements.

  • Bring it down to neck, décolletage and behind ears

    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.

The term anti-ageing skincare or anti-aging serum, is commonly used by customers, influencers/journalists and brands. I don't like because it is negative, suggesting that there is something wrong with women who's skin is ageing. It's also impossible to achieve antiaging, and encourages unrealistic expectations that can undermine a woman's confidence and self esteem. 

I prefer the more positive goal of Ageing Youthfully, because it recognises that we want to delay ageing, though is more positive and achievable. Youthful aging sets us up to be happy when we manage to delay or slow the process, repair skin damage and help to boost collagen and elastin. Whereas anti-ageing is impossible and leaves us disappointed.
Don't get me wrong, I'm not judging you for any measures you choose to take to look as youthful as possible - whether it is skincare, injectables or surgery...it's your choice.  I just want you to feel great about you, for you to feel confident and get the best skin you can have and the term 'anti-ageing' and all it's implications won't do that..

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

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