• Study of over 22,000 people[1] reveals our 30s are a critical decade, with skin ageing accelerating by 50% during this period
• Skin preservation is the act of protecting skin from new and existing damage, before it appears on the skin’s surface.
• The collection’s patent-pending blend combines broad-spectrum antioxidants and super peptides to target invisible damage beneath the skin’s surface.
• Prime Forever Serum is proven to reduce oxidative stress by 7x, dramatically reducing skin ageing activity
• No7 Prime Forever SPF50 Primer could reduce 50 years of UV exposure to 6 years when used daily from the age of 30.

No7, the UK’s number one skincare brand[2], today launches Prime Forever, the first product collection dedicated to skin preservation – a proactive approach to protecting skin from damage before it becomes visible. A study of over 22,000 participants conducted by No7 identified the 30s as the critical decade for skin preservation, with visible ageing accelerating by up to 50% during this period. 

In addition to a SPF50 five-star UVA-rated primer to protect and preserve skin’s visible prime, the rest of the range contains a new proprietary Antioxidant Peptide blend. This features No7’s strongest ever, patent-pending, broad spectrum antioxidant blend, to combat damaging free radicals and reduce oxidative stress (the free radical damage that accelerates ageing). The blend also features No7’s proprietary world-first super peptide blend to target invisible damage beneath the surface of the skin. It includes rice peptides for skin to help provide protection against age-accelerating enzymes in the skin. 

Skin Preservation: An Evolution in Skincare

Skin preservation is the act of protecting skin from new and existing damage before it appears on the skin’s surface. The rising popularity of skin preservation' signifies an evolution in consumer mindset, moving beyond solely addressing existing skin ageing concerns to embracing proactive, long-term skin care that targets damage in the 30s, when skin ageing accelerates. 

Dr Mike Bell, No7's Head of Science Research, who was one of the key minds behind the range development, "Our research revealed that the thirties are a pivotal decade; skincare priorities shift from 'healthy skin' to concerns around early ageing. This is corroborated by our clinical data, showing visible ageing accelerates by up to 50% in our 30s. Working with the University of Manchester, we have used transformative biomedical research and diagnostics technology, to demonstrate that invisible damage occurs years before manifesting on the surface. This insight indicates the need for early skin preservation, in order to invest in our skin’s future.” 

To understand, in never-before-seen detail, what is driving early damage and ageing inside the skin, No7 has used ‘Xenium’ machinery, a state-of-the-art imaging and analysis platform, using spatial transcriptomics (gene activity mapping that reveals early biological changes). This work provides new insights into how recognised underlying causes of premature ageing, such as oxidative stress, direct UV damage, and skin degrading enzymes, impact the skin at the cellular level.

Consultant dermatologist Dr Emma Wedgeworth, a Fellow of the Royal College of Physicians, who has worked closely with No7 on previous major launches commented,"No7 Prime Forever will redefine the landscape of preventative skincare and preservation. I am particularly struck by the innovative, broad spectrum antioxidant blend, something that will set a new gold standard for accessible antioxidant technology. The SPF50 five star UVA rated primer is also a real achievement, effectively addressing the persistent clinical demand for cosmetically elegant yet highly efficacious photoprotection."

Broad-spectrum antioxidant protection: 500 Experiments Identify Optimal Blend

No7 scientists ran 500 experiments at the University of Liverpool to identify its most powerful combination of antioxidants, using high throughput robotics. The patent pending antioxidant blend in No7 Prime Forever provides broad-spectrum protection against a wide array of free radicals and oxidative stress, which can be triggered by sun, pollution, stress or lack of sleep.

The complex includes Vitamin C, Vitamin E and Lipochroman – an antioxidant that helps neutralise a broad range of free radicals. It also contains camellia leaf, sourced from Korea where it is known as the "Rose of Winter" as it flowers in extreme, snowy conditions, making it naturally rich in protective antioxidants. It includes myrtle leaf, a potent antioxidant used in traditional Persian formulas. in vivo tests demonstrated that the proprietary blend boosts the skin's antioxidant capacity within 30 minutes and longer-term, over 28 days. The Prime Forever Serum is proven to reduce oxidative stress by 7x, therefore dramatically reducing skin ageing activity. 

The Skincare Step that can reduce UV-induced ageing by decades  

Protection from the damaging effects of UV exposure is fundamental to the preservation and maintenance of skin’s condition and appearance. No7 Prime Forever SPF50 Primer provides five star UVA-rated daily protection to help prevent visible facial ageing and protect skin to help preserve its visible prime.

No7 scientists partnered with a photobiologist to model the long-term benefits of UVB and UVA protection. The modelling showed that daily use of the five star UVA rated primer from the age of 30 until 80 could reduce UV exposure from 50 years to 6 years.[3] As long-term sun exposure is the number one cause of premature skin ageing (accounting for up to 80% of this), this daily protection can dramatically reduce the rate at which skin ages and support skin preservation.

The No7 Prime Forever line up

• No7 Prime Forever Serum (30ml RRP £37.95 & 50ml RRP £47.95), featuring the Antioxidant Peptide Blend, dramatically reduces skin ageing activity by reducing oxidative stress by 7x.[4]
• No7 Prime Forever SPF50 Five Star UVA rated Primer (50ml RRP £24.95) No7’s most advanced UVA protection, created to help protect skin against the number one cause of skin ageing.
• No7 Prime Forever Weightless Moisturiser (50ml RRP £37.95) a weightless moisturiser, providing 100 hours of moisturisation to visibly improve the quality and texture of the skin.
• No7 Prime Forever Cleanser (150ml RRP £19.95) a transformative formula that melts from a cushiony gel into a nourishing oil, effortlessly removing daily grime, before rinsing off as a skin-smoothing milk. 
• No7 Prime Forever Silicone Eye Patches (£17.95) reusable silicone under eye patches that support the absorption of No7 Prime Forever serum or moisturiser to boost hydration and visibly depuff under-eyes.[5]

No7 Prime Forever is available from 8th April 2026 at Boots stores nationwide and on boots.com.