A hyaluronic acid molecule. Photo: Google

By THÉRÈSE MARGOLIS    

It has been called the Fountain of Youth for the 21st century, and is one of the most important ingredients in modern skincare products.

Hyaluronic acid can absorb up to 1,000 times its weight in water, making it a key beauty product ingredient for keeping skin moist and plump. Photo: Google

In fact, hyaluronic acid — which is a naturally occurring substance in the human body that can hold up to 1,000 times its weight in water — has become the gold standard for face and beauty creams, serums and lotions.

But now, L’Oréal Paris — which first pioneered the concept of fragmented hyaluronic acid (also known as hyaluronan) that can penetrate the top layers of skin to get to the lower epidermis, where new cells (and natural hyaluronic acid) are produced (normal hyaluronic acid molecules are too big to penetrate skin) — has not only included this amazing super-plumper in its entire range of Revitalift Ácido Hialurónico (hyaluronic acid — hard to say and write in any language, but definitely a phrase you want to incorporate into your beauty routine vocabulary), but has extended it use to include in a brand new line of Elvive hair products.

Photo: L’Oréal Paris

First the skincare news:

In addition to L’Oréal’s already-best-selling, dermatologist-tested  Revitalift Deep-Plumping Day, Night and Eye creams — which can hydrate up to 24 hours while helping to fill in fine lines for both the short and long term — the Revitalift collection now includes a 1.5 percent hyaluronic acid serum, a non-greasy hyaluronic acid hydrating cleansing gel, an ultra-gentle micellar water and a line-filling and skin-softening face mask.

And as if all that was not enough, L’Oréal has also just added hyaluronic acid to its skin-pampering True Match foundations.

Photo: L’Oréal Paris

Revitalift 1.5% Hyaluronic Acid Filler Serum is the brand’s highest concentration of pure hyaluronan, and provides instantly visible results for a smoother, more radiant and re-plumped complexion, while also nourishing the skin’s deeper layers.

It can be used alone or as a primer before applying your regular face cream, and its light, fragrance-free, paraben-free, alcohol-free formula delivers advanced anti-wrinkle treatment with rapid absorption and a non-greasy finish.

“This is a product that can be used by any woman with any skin type,” explained dermatologist Ana Laura Valencia Hernández from the Dermatología y Laser Clinic in Mexico City’s tony Colonia Coyoacán, who introduced L’Oréal’s new hyaluronic acid collection during a spectacular virtual media presentation last week.

Photo: L’Oréal Paris

“Every skin type needs hydration, even oily skin, and this product locks in moisture to keep skin healthy and youthful-looking all day long.”

Revitalift Hyaluronic Acid Gel Cleanser is a quick and easy way to clean your face without drying it out.

It leaves your complexion clean, fresh and hydrated, and, over time, your skin will feel smoother and plumper.

And for instant makeup removal and a refreshing skin pick-me-up, there is Revitalift Hyaluronic Acid Micellar Water, which also hydrates and plumps.

Photo: L’Oréal Paris

Planning a long-haul flight?

Air travel dries out your skin like nobody’s business, so try packing a Revitalift Hyaluronic Acid Facial Mask that can re-plump saggy, dry skin in just 15 minutes.

In addition to hyaluronic acid, this revolutionary mask features ultra-thin Japanese cotton tissue technology that has been formulated into an ultra-thin mask that perfectly molds to the skin, which means that it can reach even the finest lines for best results.

“There is not a single substance that can better care for your skin than hyaluronic acid because it is a 100 percent natural ingredient that locks in moisture and prevents dryness,” said Valencia Hernández.

“Every woman should be using at least one hyaluronic acid-based skincare product, and by combining these products, you can multiply the hydrating and anti-aging effects.”

Photo: L’Oréal Paris

Last but certainly not least of L’Oréal’s new hyaluronic acid face products is the brand’s True Match foundation, now enriched with hyaluronan to leave skin healthier and younger-looking every time you use it.

Available in 20 shades in Mexico so you really can find your true skin tone match, True Match’s new and improved formula offers a perfect natural and true-to-skin coverage to reveal no boundaries between you and your foundation.

First introduced in 2019, L’Oréal’s True Match line is a hybrid cosmetic that breaks the barrier between skincare and makeup, providing a dewy, super-light coverage that perfectly replicates your natural skin tone.

Photo: L’Oréal Paris

Now enriched with fragmented hyaluronic acid particles that work to deeply hydrate for up to 24 hours and packaged in an handy pump-top bottle, this miraculous foundation can dramatically improve skin quality in just two weeks of daily use.

And, as Ron Popeil of infomercial fame used to say, “but wait, there’s more.”

Now there is an entire Elvive haircare line of hyaluronan products, which is perhaps the biggest L’Oréal Paris innovation when it comes to using hyaluronic acid.

The new Elvive Hidra hyaluronic acid haircare collection includes a shampoo, a conditioner, a hydrating mask and a styling cream.

So what benefits does hyaluronic acid impart to haircare products, you might ask.

Photo: L’Oréal Paris

A lot.

As it turns out, hyaluronic acid can both freshen and moisturize dry hair, with no oily residue.

Elvive Hidra’s unique hyaluronic formula weightlessly quenches and softens thirsty locks and helps to seal frayed hair cuticles that can make your hair look frizzy and dull.

“Just like in the case of skincare products, hyaluronic acid helps to protect and nourish hair,” said Valencia Hernández.

“It is like having an extra injection of moisture that stays with you all day to keep your style fresh-looking and radiant.”

And unlike most Elvive lines, which are designed to target specific haircare needs, the Hidra collection is suitable for every hair type, from dry to oily.

“Water is the essence of life, and every part of your body needs it. With the Hidra line, you can wash your hair daily and condition it as often as you want, and it won’t dry out,” Valencia Hernández said.

“Most modern women have a daily skincare routine, but they don’t usually have a haircare routine. With these products, they can easily begin a daily hair ritual that will keep their tresses as beautiful as their skin day-after-day-after-day.”

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