When It Comes to Anti-Ageing, This Serum Is Considered the Best of the Best

When you think of the best anti-ageing products around, it’s likely that your mind turns straight to the line-reducing powers of retinol or protective powers of SPF and vitamin C. And while there’s no doubt that those three powerhouse ingredients make for the ultimate youth-preserving trio, it’s okay to want something a little less active and a little more suited to an easy, everyday routine.

We can sing the praises of retinol and the importance of SPF until the cows come home, but the truth is, most people just want a fuss-free, everyday product that hydrates, plumps, and smooths all at once. So while we still stand by the fact that retinol, vitamin C and SPF are the most powerful anti-ageing ingredients out there, it would be silly to ignore other options just because they’re not backed with the same levels of kudos.


(Image credit: @POLLIANI)

And that’s where Shiseido Ultimune Power-Infusing Concentrate comes into play. It might not contain retinol or encapsulated vitamin C or even SPF, but if you ask us, it’s one of the best anti-ageing products around. And it seems we’re not alone in thinking so. In fact, one bottle is sold every seven seconds worldwide, and it’s won over 200 awards.

We speak of anti-ageing, but we suppose this is wherein the issue lies. Because in reality, can Shiseido’s cult product reverse the signs of ageing? No. But no skincare product truly will. What Ultimune does do, however, is deliver supercharged hydration that smooths the skin, making it firmer and visibly more radiant. But beyond that, it contains some seriously impressive technology, too.

Recently reformulated, Ultimine now also contains Shiseido’s new ImuGenerationRed Technology. Working to boost the skin’s natural ability to defend itself against aggressors and stress, it helps to fight both internal and external factors that can damage the skin’s health and accelerate the ageing process. On top of that, the new technology also contains heart leaf extract to promote the delivery of essential nutrients and defensive cells to the skin.

The results? Just super-happy, plump, youthful-looking skin. The texture is lightweight and silky, meaning that if you want to layer a thicker cream over the top, you can. The results are so good, in fact, that we’d prefer to call Ultimune a pro-ageing serum. Because, yes, it helps protect skin against further ageing, but it also keeps it looking and feeling its healthiest, which, if you ask us, is the key component to a youthful glow.

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Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous. Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics. While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best. When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.