Iconic Youth Serum™

A rich, collagen boosting face serum with Hyaluronic Acid, to prevent & repair many different signs of skin ageing.  It's the best face serum to reduce lines & wrinkles and improve elasticity. Seriously skin brightening, it reduces dark spots & hyper-pigmentation. Exceptionally calming for sensitive and acne skins.  Deeply hydrating & moisturising with antioxidant protection. For All Skin Types and Men. 

Our No1 Best Seller, Vogue Magazine included it in their 'Top 15 anti-ageing products'. It's Vegan Society Certified and Cruelty-free.

• High & low weight Hyaluronic Acid penetrates to deeper layers of the skin for intense hydration, plumping and smoothing.  
• Builds collagen reserves and elastin, to reduce lines and improve skin elasticity. 
• Exceptionally calming for sensitive skin, acne skin and inflammation that causes skin ageing.
• Reduces redness and evens skin's tone & texture.  
• Turmeric & Mangosteen provide anti-oxidant protection help prevent skin damage. Adaptogenic herb Rhodiola Rosea stimulates beta endorphins, to give skin resilience and wellness.

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 sensory experience to sooth and add wellness. If there is only one product you buy, this should be it.


How To Use:


Apply 1-3 pumps
Massage into skin
Bring it down to neck, décolletage and behind ears
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.

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..





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RevitElix™ is Echium Oil, a plant source of Omega 3, 6 & 9. It reduces lines and wrinkles by building elastic fibres that improve skin elasticity. It helps rebuild the hydro lipid film at the skins surface to help repair skins' Natural Moisture Barrier and provide long term plumping. Echium Oil is an extraordinary anti-inflammatory with the highest natural source of Stearidonic Acid. Therefore it is exceptionally calming, soothing and anti-irritant - more so than even fish oil, blackcurrant oil and borage oil.

RESISTEM™ contains plant stem cells that visibly increase radiance and luminosity. In clinical trials, it is shown to defend the skin, acting like a ‘vaccine’ against skin ageing symptoms. It stimulates, proteasome activity which is the skin's ‘clean up crew’, to remove waste that is the cause of dull drab-looking skin

CHROMOCARE™ Rabdosia and Seigesbeckia extract. Clinically tested and shown to reduce redness and even the skins' tone, for enhanced luminosity and radiance. It helps to increase collagen density in the skin and decreases dark spots and hyper-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, and proven to provide protection for the skin, help skin repair, neutralise free radicals and moisturise. It is one of the ‘smart’ ingredients, that become more effective the more stress it is under

MANGOSTEEN FRUIT EXTRACT is rich in vitamins and polyphenols providing effective anti-oxidant protection that helps prevent skin damage that causes ageing

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

PRIMAL HYAL™ 300 is a very special low molecular weight Hyaluronic Acid. It not only helps hydrate in the deeper layers of the skin, but also stimulates skin's own beta-defensin peptides, to protect against the microbial invasion that cause spots and acne

BIOMIN™ AQUACINQUE provides essential mineral nutritional support for the skin so that it functions optimally. Magnesium to reduce fatigue in the skin. Iron to bring oxygen. Zinc for it's healing properties. Copper and Silicon for their collagen and elastin stimulating ability.

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

HAPPY SKIN™ contains the adaptogenic herb, Rhodiola Rosea, which induces production of beta-endorphins. This gives skin resilience. It's sometimes known as the ‘molecules of happiness' because it provides feel-good wellness

TEGO TURMERONE™ is made from turmeric and it has been clinically tested to improve skin tone and texture, to provide a radiant glow. It is effective in the treatment of spots and acne, due to its antiseptic and antibacterial properties, which fight pimples and breakouts, Not only does it help to minimise scars from spots, it also helps to reduce oil secretion from sebaceous glands. And on top of that, it is an effective antioxidant, helping to prevent free radical skin damage

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 60 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