‘Might you be interested in pausing time?’ is the bold question that No7 has chosen to ask its customers, by way of introducing Prime Forever the latest addition to its skincare line-up.
This may sound like another hyperbolic marketing tagline, but No7 says it’s done the research to back-up its claims. I had exclusive access to these products and I’ve spoken to the researchers at No7 to find out if they’re worth the hype.
Launched today, Prime Forever marks an interesting shift in focus. No7 is drawing on the same scientific expertise behind its previous skincare but focusing on preservation rather than repair.
The premise is straightforward: do a better job of protecting your skin today, and there’s less damage to undo later.
Working with the University of Manchester, No7 has been busy investigating under the surface of the skin. Using diagnostics technology, they were able to demonstrate that invisible damage occurs years before manifesting on the surface of the skin.
According to Dr Ellie Bradley, No7 Research Scientist, this damage is driven by three key mechanisms: direct UV damage, skin-degrading enzymes and oxidative stress.
UV rays, she explains, ‘physically hit the skin and cause lots of damage,’ particularly to proteins within the elastic fibre system. At the same time, enzymes – ‘acting like Pac-Men’ – become overactive, breaking down proteins like collagen. But it’s oxidative stress, caused by a build-up of reactive free radicals, that’s responsible for wreacking havoc on skin.
Which brings us to No7’s solution: the Prime serum and SPF primer which work as a two-pronged defence: antioxidants to neutralise free radicals, and high-level UV protection to prevent further damage in the first place.
‘People think about broad spectrum in terms of UV – UVA and UVB – but it’s important for antioxidants too,’ she says.
‘There’s not just one type of free radical, there are multiple. So having a range of antioxidants means you can target them more effectively.’
In the antioxidant blend are vitamins C and E along with Lipochroman a powerful synthetic version of beta-carotene that targets free radicals and two plant extracts – myrtle leaf and camellia. Camellia grows in the mountains of South Korea, exposed to extreme cold and high UV levels. ‘To survive in that kind of harsh environment, plants ramp up their antioxidants,’ says Dr Bradley, ‘so we’re able to tap into those high levels of polyphenols and think about protecting our skin in the same way.’
As part of their research, No7 partnered with a photobiologist to model the long-term benefits of UVB and UVA protection. The modelling showed that daily use of the five star UVA rated primer from the age of 30 until 80 could reduce UV exposure from 50 years to 6 years.
Consultant dermatologist Dr Derrick Phillips says that while wearing a high protection SPF daily would certainly help to protect skin, intrinsic ageing would continue regardless of sun exposure.
‘The natural ageing process is primarily influenced by the passing of time and genetic factors,’ explains Dr Derrick, ‘that said, the difference would be significant – skin that has been consistently protected from UV exposure will age far more slowly and appear healthier than skin that has had high levels of sun exposure over time.’
No7 isn’t promising exciting overnight transformation here; this range is about playing the long game.
But of course, all the science in the world only gets you so far if the textures don’t deliver, so I put the products to the test…
No7 Prime Forever Serum
I’m already fairly committed to my morning antioxidant step – SkinCeuticals CE Ferulic that I apply religiously – and I’m not someone who enjoys piling on serums and creams before I leave the house. Night-time is different; I’m more than happy to go to bed with a Hailey Bieber-inspired glazed-doughnut finish.
The Prime Serum, then, was a pleasant surprise. The gel texture – something I was initially unsure about – absorbs quickly, disappearing into the skin without leaving any weight or residue. The fragrance is pleasant, to me it smelt faintly of melon, but the official notes are ‘Floral, Green, Water, Violet, Musky’.
Its been designed to be applied both AM and PM. However, if you don’t fancy adding another step to your routine Dr Bradley says that as it contains hyaluronic acid and niacinamides so can be swapped for a hydrating serum.
No7 Prime Forever SPF50 Five Star UVA rated Primer
Achieving a 5-star UVA rating in a formula designed for daily wear is no small feat, usually an SPF with this protection is heavy. It’s lightweight and easy to apply, but leaves a subtle glow – not greasy, but luminous. Personally, I like it but if you prefer a matte finish, you may find yourself reaching for a light dusting of powder to take the edge off.
With sunnier days finally on the horizon, this is a great SPF to invest in and a reasonable price point.
No7 Prime Forever Moisturiser
This moisturiser has that instantly satisfying, K-beauty-esque bounce – the kind I can’t help but prod once (twice) before even applying. Texture aside, it’s impressively hardworking: up to 100 hours of moisture is the official claim thanks to a hydrating base with hyaluronic acid. While I didn’t clock it quite that precisely, my skin felt hydrated throughout the day. It sinks in quickly with a comfortable finish that layers easily under SPF or makeup.
At £38, it sits at the more expensive end of the daily moisturiser spectrum, but you are partly paying for the sensorial experience.
No7 Prime Forever Cleanser
I was especially excited to try this cleanser because of the gel-to-oil-to-milk formula. It sounds good on paper, but in practice, I wasn’t convinced. You apply it to dry skin, but rather than a transition to a silky oil, I found the gel felt sticky on application – not quite the self-care moment I’m looking for at the end of the day.
I have zero complaints about how well it cleaned my face, however at nearly £20, it feels hard to justify. I think I’ll be sticking (no pun intended) with my no frills cleanser that’s half the price.
No7 Prime Forever Silicone eye patches
Emblazoned with tiny ‘No7’ logos, these silicone eye patches feel like they’ve been made with TikTok beauty influencers in mind. And its understandable – Rhode’s peptide patches under eye patches have become a must-have accessory online. From an environmental standpoint, these No7 patches are at least reusable as they’re made from silicone. However, there’s no real treatment element here, so while they might help press in whatever serum you layer underneath, on their own they won’t do much.
