The active ingredient of Bioeffect EGF Serum, an anti-ageing serum launched in UK this week, won its developers the award for physiology and medicine after they proved it speeds up rejuvenation of skin cells.

However, as it was expected, Bioeffect EGF Serum doesn’t come cheap.

Bioeffect EGF Serum is sold by Boots and costs £125 ($190) for a tablespoon-size bottle – making its active ingredient more expensive per ounce than diamonds.

It is claimed that just two drops of Bioeffect EGF Serum a day is enough to rejuvenate the skin.

The key ingredient, “Epidermal Growth Factor”, contains cellular activators – proteins vital for cell maintenance.

The active ingredient of Bioeffect EGF Serum won its developers the award for physiology and medicine after they proved it speeds up rejuvenation of skin cells

With age, the level of these cellular activators at the skin level decreases, allowing for more wrinkles, but the serum replenishes them.

Other products on the market contain EGF, but not at the levels of concentration in Bioeffect EGF Serum.

Bioeffect EGF Serum was launched in Iceland and proved so popular that one in five of all women there are believed to use it.

Now it seems the Bioeffect EGF Serum success could be replicated in the UK, with 2,000 units sold in a single day when it went on sale online earlier this month – and 60% of customers buying it a second time.

Bioeffect EGF Serum has also won celebrity approval, with actress Uma Thurman among its devotees.

Alice Hart-Davies, beauty expert and creator of www.goodthingsbeauty.com said she was impressed with its effectiveness.

“It contains an ingredient called Epidermal Growth Factor which is known for its proven healing and rejuvenating effects on the skin – so it is one of the few skincare ingredients which is known to actually work.

“Pricewise, it is certainly expensive, but whereas a decade ago, £100-beauty products were a shocking novelty, now there are dozens of products in the £100-£400 price-bracket.

“But it is an all-in-one product, so you don’t need to put any other cream or serum over or under it.”