PURE & SIMPLE

Barley, one of the world’s most ancient grains, is the novel force behind BIOEFFECT skincare. The founders of the Icelandic company (who are also geneticists) used barley to create a synthetic replica of the genetic code found in human epidermal growth factor (EGF), which boosts cell renewal and creates a more youthful appearance.

The newest launch is a two-step antioxidant treatment but the original EGF Serum — made with seven ingredients (and no oils, alcohol, preservatives or fragrance) — is already a classic, reportedly used by more than 30 percent of Icelandic women. $160, bioeffect.com

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