What’s the USP? A new brand with olde-apothecary looks and a super-modern formula, designed to give you an all-encompassing, spiritual-as-well-as-physical way to treat wrinkles.
Hero product? La Potion Infinie, above, which costs £147 at www.argentumapothecary.com and contains an impressive bunch of ingredients, from a 'silver hydrosol and DNA HP' complex on which there is a patent pending, to high-strength antioxidants and a specially-created fragrance, for an all-round-wellbeing effect.
Why the name? Argentum is the chemical name for silver - after the Silver Hydrosol which is one of the product's key ingredients.
How new is it? Launched this spring.
I’d try...? The potion... I haven't tried it yet so can't comment but it sounds intriguing.