A new facial serum, which not only is hailed by beauty experts for its ability to rejuvenate the skin, but is being used by celebrities like Kylie Minogue, Jennifer Lopez and Sir Elton John has created a frenzy among British women.
StriVectin Overnight Resurfacing Serum has hit stores and the 49 pounds "designer" facial product already has a waiting list of hundreds of fans.
Made from prickly pears and pink seaweed, the potion is dubbed "sleep in a bottle" by beauticians because it revives skin overnight, leaving even tired faces looking fresher and more youthful by morning.
The cream has just arrived at Harvey Nichols and Space NK branches around the UK, as well as in London department store Harrods.
But, the potions are already popular as there is a long waiting list for the face cream.
"We had a huge waiting list at Harvey Nichols in London, well before we had even started to drum up publicity for the brand," the Daily Express quoted a spokeswoman for StriVectin as saying.
"Now there are waiting lists across the country. People these days are very savvy when it comes to splashing out on expensive creams and, I guess, they do their research," she added.
"At just under 50 pounds, this serum probably seems much more reasonable than some of the ridiculously over-priced creams out there, not least because our testers say this really works," she claimed.
Fans of the brand - which made its name with a cream to eliminate stretch-marks - also include shoe millionaire Tamara Mellon, Kelly Osbourne and Rita Simons from EastEnders.
The plant-based serum acts as a mild chemical peel, a treatment that was, until recently, only available in spas rather than at home.
Designed to be used under a moisturiser every night, it is suitable for all skin types and for any age.
It is particularly recommended for people over 30 when the rate of cell renewal declines.
"For a faster result, you can use it morning and night for the first week but nightly application produces fantastic results in skin tone and skin smoothness," said a dermatologist for the brand.