Already popular on the celebrity circuit with fans including Victoria Beckham, Transformula's Lifting Eye Gel is causing quite the stir.
New to Boots and Superdrug this month, the firming gel aims to tackle the effects of both short and long time ageing by smoothing, firming and generally boosting. Sounds good!
Born from a fear of needles - oh how we sympathise - the eye bag cooling concoction has already been branded an 'eye lift in a bottle', while the US has bestowed two beauty awards upon it already.
So. What's in it?
Key ingredients include beech tree bud, to help reduce lines and wrinkles by boosting the skin's elasticity, plus the exotic sounding kigelia africana extract, which lends its antibacterial properties to healing, firming and hydrating processes.
Instant moisture and lift however, comes from a ramped up dose of the commonly used chemical hydroxypropyl cyclodextrin, for a serious hydrating hit.
So what do you make of the hype? Intrigued by the £24.99 eye bag eliminator?