What is it? A skincare range where each product is designed to fix specific problems within the skin. From the USA, where its makers are so confident of its abilities that it is sold with a 30-day money-back guarantee.
What’s the USP? 'Clinically proven to erase the appearance of wrinkles'. Wow.
Hero product? The AM/PM Anti-Wrinkle Complex SPF15, shown above, whose key ingredients include hydrating hyaluronic acid, and the anti-aging peptides Matrixyl 3000 and Argireline.
Why the name? After the hydrating, water aspect of the product (hydro) and its firming abilities (tone). Fair enough.
How new is it? Only just available over here; I can't quite work out what's going on as the brand's US representatives say it's not available in the UK, but the eye cream clearly IS available on the Boots website, which is where my eagle-eyed assistant Karen spotted it, and several of the products are available on amazon.co.uk. Maybe that means more of it should soon be available, probably also at Boots.
I’d try... The Hydrolyze Intensive Under-Eye Treatment, £29 at Boots, which says it is clinically proven to reduce dark under-eye circles, under-eye circles and wrinkles. Just what we all need after a bit too much in the way of late nights and over-indulgence at Christmas.