What’s the secret of the latest super serum? Its key ingredient is grown in volcanic ash. Emma McCarthy looks at Iceland’s coolest cult product
Iceland’s volcanoes may be best known among us Brits for causing global travel chaos but clogging airplane engines isn’t the only thing the Nordic island nation’s volcanic ash does well — it’s also responsible for cultivating the latest anti-ageing product taking the beauty world by storm.
In three greenhouses in the capital, Reykjavik, row upon row of tiny barley shoots sprout out of pots of this 2,000-year-old pumice. It is these crops — and the bio-technology developed within them — which have helped the latest It beauty item, BioEffect’s EGF serum, skyrocket to instant cult status.
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What’s the secret of the latest super serum? Its key ingredient is grown in volcanic ash. Emma McCarthy looks at Iceland’s coolest cult product
Iceland’s volcanoes may be best known among us Brits for causing global travel chaos but clogging airplane engines isn’t the only thing the Nordic island nation’s volcanic ash does well — it’s also responsible for cultivating the latest anti-ageing product taking the beauty world by storm.
In three greenhouses in the capital, Reykjavik, row upon row of tiny barley shoots sprout out of pots of this 2,000-year-old pumice. It is these crops — and the bio-technology developed within them — which have helped the latest It beauty item, BioEffect’s EGF serum, skyrocket to instant cult status.
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