GoPure turned its viral eye gel ingredient into a full skincare routine under $30
The new collection was created with mature skin in mind and includes formulas for cleansing, firming and hydrating.
I'll be the first to admit that I love trying a new skincare product, but even I have my limits. When a routine starts requiring what feels like a science experiment with 47 different serums, essences and creams before I can go to bed, I'm out.
That's why GoPure's latest launch caught my attention. The skincare brand behind the insanely viral Instant Lift Eye Gel is expanding the proprietary ingredient used in the formula, MaxLift3 Biotech, into a new collection designed specifically with mature skin in mind.
And perhaps the best part? Every product costs less than $30.
So, if you've been looking to simplify your skincare routine without
sacrificing buzzy ingredients or targeted formulas, here's what you need to know about GoPure's latest launch.
Explore GoPure's newest skincare
What is MaxLift3 Biotech?
According to GoPure, MaxLift3 Biotech is derived from a microorganism discovered in thermal waters beneath Mallorca, Spain, where temperatures can reach 108°F. Scientists studied 146 microorganisms before selecting the one that ultimately became the foundation for the technology, the brand says.
GoPure says MaxLift3 Biotech was developed to address visible signs of aging by helping skin look firmer and more elastic while reducing the appearance of fine lines and providing hydration for a plumper look.
It's also the technology behind GoPure's Instant Lift Eye Gel. With this latest launch, the brand is taking that hero ingredient beyond the eye area and incorporating it throughout a simplified facial routine.
Instead of asking shoppers to build a routine around a laundry list of different hero ingredients, GoPure is centering the collection around one proprietary technology.
Shop GoPure's MaxLift3 Face and Neck Duo
What's in GoPure's new 4-step skincare routine?
Prices start at $19.99, and nothing tops $30. Here's a closer look at the products we know about so far.
1. GoPure Hydrating Cleanser, $19.99
Every good skincare routine starts with a clean face, and GoPure's Hydrating Cleanser is a gel-to-foam formula designed to remove SPF, dirt and everyday grime without stripping your skin.
In addition to MaxLift3 Biotech, you'll find seven forms of hyaluronic acid, glycolipids and a plant-derived prebiotic in the formula. The brand says skin should feel hydrated and comfortable after rinsing, which is an especially appealing promise if you're familiar with that tight, dry feeling some cleansers can leave behind.
At $19.99, it's also the most affordable product in the new lineup.
Shop GoPure's Hydrating Cleanser
2. GoPure Firming Face & Neck Serum, $29.99
If firmness and fine lines are higher on your skincare wish list, this is the product I'd have my eye on.
The GoPure Firming Face & Neck Serum is formulated with MaxLift3 Biotech alongside NAD+, exosomes and growth factors. It's intended to be used across the face, jaw and neck to improve the appearance of firmness and elasticity and reduce the look of fine lines, wrinkles and crepey texture.
GoPure also has some attention-grabbing test results behind this one.
In image analysis of 35 women between 40 and 65 years old, 100% showed a measured improvement in fine lines and wrinkles after one week, according to the brand. Separately, in a consumer-perception survey of 35 women in the same age range, 100% said the product reduced fine lines and wrinkles better than any retinol serum they'd used after one week.
Those are impressive numbers, but there's important context: Both groups were small, and the retinol comparison comes from consumers' perceptions rather than a head-to-head clinical test against a specific retinol product.
The serum costs $29.99.
Shop GoPure's Firming Face & Neck Serum
3. GoPure Plump & Firm Moisturizer, $29.99
Dry skin? GoPure's Plump & Firm Moisturizer might be the product worth adding to cart first.
The $29.99 moisturizer combines MaxLift3 Biotech with vegan PDRN, collagen amino acids and five encapsulated peptide beads. According to GoPure, it's formulated to provide lasting hydration while helping skin look firmer and plumper and smoothing the appearance of fine lines and uneven texture.
The consumer testing is promising here, too. In a survey of 39 women ages 40 to 65 after one week of use, 95% said their skin had a healthy glow and 95% said the moisturizer helped improve symptoms of dry skin, including dullness, rough texture, flakiness and tightness.
Shop GoPure's Plump & Firm Moisturizer
4. GoPure's MaxLift3 Face and Neck Duo, under $30
Want to double down on the firming part of your routine? Meet the new MaxLift3 Face and Neck Duo, giving shoppers another way to incorporate the collection's hero technology into their regimen.
Shop GoPure's MaxLift3 Face and Neck Duo
Is GoPure's new skincare collection worth checking out?
If there's one thing beauty shoppers aren't lacking right now, it's options. That's exactly why the simplicity of this launch stands out to me.
You aren't looking at a $100 moisturizer or being told you need six different serums to get started. Prices range from $19.99 to $29.99, and each of the formulas above incorporates the same MaxLift3 Biotech technology.
There's also a clear audience. While plenty of skincare launches talk vaguely about "anti-aging," GoPure aims to address the actual skincare needs of women 45 and older.
Of course, no skincare product is going to magically turn back the clock, and I'd always take dramatic before-and-after promises with a grain of salt. But if you're shopping for products focused on hydration, firmness and the appearance of fine lines without luxury skincare prices, GoPure's new MaxLift3 collection is certainly one to put on your radar.
Shop GoPure's 4-step skincare routine
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This article originally appeared on USA TODAY: I found a 4-step skincare routine for women over 45 (all under $30)
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