All my friends are getting Botox but I’ve discovered this new cheap, non-surgical wonder that’s made my skin plumper and is better than filler. Try it now to prevent decades of sun damage: ANTONIA LENON
‘Might you be interested in pausing time?’ This is the bold question No7 has chosen to ask its customers by introducing Prime Forever, the latest addition to its skincare range.
This may sound like another over-the-top marketing slogan, but No7 says it did the research to back up its claims. I had exclusive access to these products and spoke to researchers at No7 to find out if they were worth the hype.
Prime Forever, released today, marks an interesting shift in focus. No7 builds on the same scientific expertise behind previous skincare but focuses on protection rather than repair.
The idea is simple: protect your skin better today and face less damage that can be undone later.
Prime Forever: No7’s new skin care series consists of five products
Working with the University of Manchester, No7 is busy probing beneath the surface of the skin. Using diagnostic technology, they were able to show that invisible damage occurs years before it appears on the skin surface.
According to No7 Research Scientist Dr Ellie Bradley, this damage is caused by three key mechanisms: direct UV damage, enzymes that break down the skin and oxidative stress.
He explains that UV rays ‘physically hit the skin and cause a lot of damage, especially to the proteins within the elastic fiber system.’ At the same time, enzymes that ‘act like Pac-Men’ become overactive, breaking down proteins such as collagen. But what damages the skin is oxidative stress caused by the accumulation of reactive free radicals.
Which brings us to No7’s solution: a Prime serum and SPF primer that acts as a two-pronged defence: antioxidants to neutralize free radicals and a high level of UV protection to prevent further damage in the first place.
Defense duo: Antioxidant serum and SPF primer work in synergy to protect skin
‘People think of broad spectrum in terms of UV – UVA and UVB, but it’s also important for antioxidants,’ he says.
‘There is not just one type of free radical, there is more than one. So having a variety of antioxidants means you can target them more effectively.’
The antioxidant blend includes vitamins C and E, as well as 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, which is exposed to extreme cold and high UV levels. Dr. “Plants increase their antioxidants to survive in such harsh environments, so we can benefit from high levels of polyphenols and consider protecting our skin in the same way,” says Bradley.
As part of their research, No7 partnered with a photobiologist to model the long-term benefits of UVB and UVA protection. Modeling showed that daily use of five-star UVA-rated liner from age 30 to age 80 could reduce UV exposure by up to 6 years from 50 years.
Consultant dermatologist Dr. Derrick Phillips says using a high-protection SPF daily will definitely help protect skin, but intrinsic aging will continue regardless of sun exposure.
Dr Derrick explains: ‘The natural aging process is primarily influenced by the passage of time and genetic factors, meaning the difference will be significant; ‘Skin that is consistently protected from UV exposure will age much more slowly and look healthier over time than skin that is exposed to high levels of sun.’
No7 doesn’t promise an exciting overnight transformation here; This range is about playing the long game.
But of course, all the science in the world will only get you so far if the textures don’t produce the desired result, so I put the products to the test…
I’m already pretty committed to my morning antioxidant step – SkinCeuticals CE Ferulic, which I apply religiously – and I’m not one for piling on serums and creams before leaving the house. Night time is different; I’m so glad I went to bed with the Hailey Bieber-inspired glazed donut topping.
Prime Serum, then, was a pleasant surprise. The gel texture, which I wasn’t sure about initially, gets absorbed quickly and disappears into the skin without leaving any heaviness or residue. The scent is pleasant, to me it smelled slightly of melon but the official notes are ‘Floral, Green, Water, Violet, Musk’.
It is designed to be applied to both AM and PM. But if you don’t want to add another step to your routine, Dr Bradley says it can be replaced with a hydrating serum, as it contains hyaluronic acid and niacinamides.
No7 Prime Forever SPF50 Five Star UVA rated Primer
Achieving a 5-star UVA rating is no small feat in a formula designed for daily use; generally an SPF with this protection is heavy. It is lightweight and easy to apply, but leaves a slight shine; not oily, shiny. Personally, I like this, but if you prefer a matte finish, you can find yourself reaching for a light dusting of powder to edge it away.
With sunnier days finally on the horizon, this is a great SPF to invest in and a reasonable price point.
This moisturizer has an instantly gratifying, K-beauty-like bounce—the kind that I can’t help but give a poke (twice) before applying. Texture aside, it’s impressively hard-working: The official claim is that it delivers up to 100 hours of moisture, thanks to a hydrating base containing hyaluronic acid. Even though I didn’t adjust it that precisely, I felt like my skin was hydrated throughout the day. It absorbs quickly with a comfortable finish that can be easily layered under SPF or makeup.
At £38 it’s at the pricier end of the daily moisturizer spectrum, but you’re partly paying for the sensory experience.
I was particularly excited to try this cleanser because of its gel-oil-milk formula. It sounds good on paper, but in practice I’m not convinced. You apply it to dry skin, but instead of transitioning into 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 no complaints about how well it cleans my face, but at around £20 I find it hard to justify it. I think I’ll stick with my no-frills cleanser that’s half the price (no pun intended).
No7 Prime Forever Silicone eye patch
Adorned with tiny ‘No7’ logos, these silicone eye patches look like they were made with TikTok’s beauty influencers in mind. And this is understandable; The peptide patches under Rhode’s eye patches have become a must-have accessory online. From an environmental perspective, these No7 patches are at least reusable since they are made of silicone. However, there’s no real treatment element here, so while they may help seal in whatever serum you layer underneath, they don’t do much on their own.
