When it comes to anti-ageing, has become a huge breakthrough and cult hero ingredient for its high efficacy and visible results. The science-backed ingredient - a form of Vitamin A - has long been worshipped by beauty editors, dermatologists and skincare lovers around the world for its ability to diminish wrinkles and reverse signs of skin damage.

While many retinol based products on the market can be a little pricey, shoppers have been heaping praise on a that promises ‘youthful and radiant skin’. has wrinkle-conscious women hooked, with many saying they ‘don’t want to be without it’.

To put it simply, retinol works by encouraging older cells to instruct new skin cells to grow stronger, thicker, and fresher, helping to visibly reverse the effects of ageing, including crows feet, fine lines, pigmentation and sagging skin. Retinol also boosts natural collagen production, essential for maintaining firm, youthful skin — something that naturally declines with age.

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Grounded’s combines high-strength retinol with hydrating hyaluronic acid to deliver powerful, fast-working results. While it takes around two months of continuous nightly use to see the full benefits, shoppers insist the payoff — smoother, brighter, tighter skin — is well worth the patience.

On the Grounded website, the product has with customers raving about the dramatic transformations they’ve seen after using the Egyptian Gold Serum. One customer shared that deep wrinkles were visibly reduced within just two months, while another said their skin felt softer and smoother after only a few days of use.

One said: “I started using this a few years ago after a friend bought it for me. Obsessed was an understatement. Deep wrinkles had halved in depth by one month and were almost gone by month two. I had to stop after I became pregnant and now I’m back using it. I love this product.”

Another added: “This is my second bottle. I noticed a difference in the feel of my skin after about 5 days of using it the first time. I'm lucky enough to have good skin anyway but it felt softer and smoother. No other product has made such a difference to my skin and now I . I've started using it on the backs of my hands too and am noticing an improvement there as well with the skin feeling softer and looking plumper.”

“Really great for wrinkles,” penned a third. “I have been using it for around two months and deep set wrinkles have smoothed out and my skin is glowing. Great stuff.”

However, because retinol can cause some irritation, it’s recommended to use it once or twice a week before building up the frequency. One shopper said they experienced some redness after using the serum, but over time noticed ‘tightening’ effects. They added: “Amazing! Two months on and I've noticed much less wrinkles on my skin and tightening on my jowl area. I did get slight redness at first which wasn't great but after their advice to lessen use and use moisturiser before and after my skin it went on like a dream. I love the texture and enjoyed using it each night before sleep. For little effort the rewards are worth it.”

As well as following the application instructions to build a tolerance to the potent ingredient, it’s recommended to complete a patch test before using it all over the face to ensure there are no adverse reactions. As retinol can make skin more sensitive to the sun, it’s to be used only at night, with SPF to be applied the following morning.

Elsewhere, other popular retinol setups include for £8.50, while is £30. For something even stronger, is 11x stronger than retinol, and is often regarded as one of the best skincare products on the market.

As for the Grounded serum, we’ve found a way to get a 50ml bottle of the serum, which is , for free. All sizes of the serum are currently reduced on the brand’s website, with 50ml coming in at £20 instead of £39.99. Meanwhile, two 50ml serums come in at £37.50, down from £75, which is cheaper than just buying one 50ml at its full price.

Not only that, but shoppers who spend £50 on the Grounded website will receive a with their order. As such, if you ordered the 2x 50ml bottles and 30ml bottles together, you’d wind up with 180ml of the powerful formula for £50.50. If you use the serum every day, a pea-sized amount for your entire face, a 180ml bottle might last 3-4 months. If you use it less frequently or in smaller amounts, it could last longer, perhaps 5-6 months.

For those looking to target fine lines, uneven skin tone and pigmentation, is available to buy here.