Irish brand Pestle & Mortar's Pure Hyaluronic Serum is a constant sell out and amasses a waiting list of thousands long every time supplies run low. And cult skincare brand Ole Henriksen's return to Ireland earlier this year was met with similar numbers.
It's also what happened with No7’s latest arrival - even before anyone knew what was launching. Over 20,000 people joined a waiting list to buy the new additions to the No7 Laboratories range. They turned out to be a Firming Boosting Serum and a Dark Spot Correcting Booster Serum, which sit alongside the existing Line Correcting Booster Serum.
The Firming Boosting Serum (€49) contains four times more firming complex than other No7 serums and works to firm skin, with visible results reported in a week. The concentrated Dark Spot Correcting Booster Serum (€49) targets uneven pigmentation and dark spots and showed results over eight weeks.
To support the launch Boots carried out some research on Generation X-ers - those born between 1961 and 1981- and it makes for heartening reading. Over a third (77 per cent) said they feel confident in the way they look now, with almost half (49 per cent) saying they feel more confident than they did 10 years ago.
Irish women aren’t chasing perfection either, nor are they at war with the signs of ageing. A huge majority (74 per cent) of women surveyed said they believe that those who embrace their appearance appear more beautiful as a result. What’s more, 41 per cent said that the older they get, the more natural they want to appear when it comes to beauty.
Which all sounds good to us!