Why I Made The Eye Cream

You waited. We created

Trust me, I've tried them all, and I don’t need anything else. Yes, it took 3 years to get here, but it is truly outstanding; transforming the appearance of fine lines and wrinkles immediately and helping to firm, smooth, protect and brighten in one circular sweep. Instantly line-erasing and depuffing, this is an eye cream of masterful efficacy—and I couldn’t be more thrilled that it’s here.

No fluff, all proof

As with everything we make, getting the clinicals was of the utmost importance. I wanted to prove that the eye cream worked instantly as well as longer term. I wanted to get scientific stats that went above and beyond industry standards and that combined fantastic clinical proof with outstanding customer trial results too. The two work hand in hand to provide us with not only a cache of clinical evidence, but the vital observations of real people in real time that prove what the stats are telling us.

The combination is powerful. This is not marketing: it is fact.

I want it all, and I want it now

We’ve all seen the ads promising results after several weeks and months, but I think you know I’m more impatient than that. I was always going to make an eye cream, I’ve recommended one from the word go, and it was always going to be spectacular. I gave my team a brief that was borderline fantasy: an eye cream that literally targets every eye concern, and with clinically proven key results from day one. I knew my team could deliver it.

Yes, it must be incrementally and progressively efficacious, but we all want some benefits right here, right now — this delivers on both fronts. The Eye Cream is clinically proven to significantly reduce fine lines and under-eye bags immediately, and to reduce and wrinkle depth after just one use. That’s before any of the longer-term benefits become noticeable.

Are we nearly there yet?

Said, on repeat, for 3 years. Patch testing for England. Missing nothing, and nobody. Trialling multiple iterations and extending development time until we reached full proof. Bring in the Lion Bars, we’re carrying on; because if my name’s on it, it will be brilliance or bust.

The texture had to be spot-on. Too much slip and it ends up in the wrong place; and when it comes to eye cream, application is right up efficacy’s backside when it comes to priorities. Robust enough to hold its structure whilst sweeping around the orbital bone, but not so thick that you drag the delicate skin around the eyes. Lightweight enough to feel weightless on the skin, but with enough physical integrity to avoid an over-slippery migration towards the lash line. Like finely calibrated scales that balance slip with grip, and depth with delicacy, our eureka moment finally came in year 2 of development.

Everything, for Everyone

Routines don’t have to be complicated. Especially when one product can power-pack every concern you can tackle in one multi-targeted formula. Unless you’re under 30 and showing no signs of ageing—or on a limited budget – you could skip the investment, but for literally everyone else, an eye cream is an important skincare staple, not an add-on. I therefore had to create a universal, does it all product. That meant multiple active blends designed to fight fatigue, reduce lines, wrinkles and eye bags; deflate puffiness and boost collagen—all whilst helping to hydrate, firm and smooth. And breathe…

The formulation is fantastic. Powered by not one, but three blends —including Tripeptide and Microalgae, Winter Cherry, Cucumber Seed Blend and Persian Silk Tree Bark Extract - this fatigue-fighting eye cream tackles all visible signs of ageing, de-puffs, and blurs lines across the entire eye area. It's no surprise our strapline is Rested, Revived and Radiant.  I mean, what more could you want?

Bright Idea

Obviously, creating a formula designed to give tangible, observable results was mandatory. However, we all love a bit of soft-focus radiance to blur and brighten the eye area and reflect light. This is achieved in different ways depending on the final formula you want, and for me this meant ultra-fine diamond powder. I personally feel it’s more universally suitable for darker skin tones - as it’s less likely to leave a white cast - and it’s known for its high refractive index, meaning it can scatter all wavelengths of light A nod to this this in our formula was the final flourish to elevate luminosity and help brighten the eye contour.

So, here we are. My very first eye product and a future skincare masterpiece heading your way. I couldn’t love it more, and hope you feel the same way.