Not in a shouty, rebrand-everything way, but in that “wait, why is this actually really good?” kind of a way. 

They’re launching products with genuinely interesting science behind them, but at prices that don’t make you want to cry at the checkout. 

I’m currently in the middle of testing the cellular epigenetics age rewind face serum and my first impression is that this is one of those products that sounds impressive. 

It’s built around the epigenetics concept, which in simple terms, is about influencing how skin cells behave, and features a patented ingredient called Epicelline that’s meant to help skin act more “youthfully” again. 

The brand claims visible results in as little as two weeks, as well as improvements in things like plumpness, radiance and elasticity.

But I’ll be honest, whenever I hear phrases like “rewind skin age”, a small, sceptical part of me raises an eyebrow. 

That said, what I do like so far is how this fits into my existing routine. It feels lightweight, layers nicely, and gives an immediate hydrated look that you tend to get from formulas with multiple types of hyaluronic acid (this one has three).

What’s also interesting is the bigger picture that shows brands like Nivea are clearly investing in skincare research, but they’re still keeping things accessible price-wise. 

That’s actually quite refreshing in a space where claims like “science-backed” often means the product is going to be very expensive. 

In terms of results so far, it's early days. I’m still in that 'paying attention to my skin in different lighting' phase, trying to work out if I’m seeing real changes or just having a good skin week. 

From what I’ve seen people say online, experiences are mixed. Some people rave about the hydration and glow, others aren’t yet convinced it lives up to the bigger anti-ageing claims.

But honestly, I don’t mind sitting in that in-between stage because not every product needs to be instantly life-changing to be worth using.

Right now, I’d say if you’re curious about more science-led skincare but don’t want to spend a fortune, this feels like a really good one to try. 

I’ll report back when I’ve made up my mind, but so far I keep reaching for it, which is usually a good sign.