What is it? It's a multi-tasking anti-ageing cream containing a type of coenzyme Q10 that is meant to be 1000 times more effective than any other form of CoQ10 on the market and formulated to reduce wrinkles, age spots, brown spots, pigmentation and scars. So sure are they of its effectiveness that there's a 30-day money back guarantee, and a committed celebrity fan base including Anthea Turner, Sinitta, Arlene Philips.
Why the name? Mito-Q works by targeting organelles called mitochondria (MITO) within the body's cells with special antioxidants which help the body to fight cell damage and the effects of ageing.
Hero product: It's just the one product for the time being (£115, www.mitoq.com)
How new is it? Launched this year.
I’d say... It's worth a whirl if you're into high-tech anti-ageing. The brand has 20 volunteers using the cream and being examined for improvements by a Visia face-scanning machine but have yet to release the results.