'Sagging jowl' serum that helps 'deep set wrinkles' reduced by £20 for Black Friday

Shoppers are lauding praise on a retinol face serum that works wonders for 'deep set wrinkles' and leaves skin with a 'youthful' glow - plus, it's currently on sale for £20 less.

The Egyptian Gold Retinol Face Serum by Dragon's Den approved skincare brand Grounded usually retails at £39.99 but it's currently on sale on £20. Containing hero product retinol, a Vitamin A, the serum is a bit of an anti-ageing whizz product and shoppers are loving it for giving them 'much less wrinkles on my skin and tightening on my jowl area'.

As the brand declares, this wonder ingredient "helps old cells give instructions to new skin cells to make them grow through stronger, thicker and fresher. It also helps you to naturally produce more Collagen within the skin which reverses the effects of ageing and sun damaged skin."

Combined with a mix of precious oils and botanicals as well as aloe and hyaluronic acid - for maximum hydration and soothing - the 'glow in a bottle' serum is designed to diminish signs of ageing, and leave the skin luminous.

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As the brand Grounded's 'best-selling' anti-ageing product, results include a visible reduction in redness, clears pores and blemishes, evens out skintone, pigmentation and while targeting those crows feet and sagging skin.

Recommended for use just at night, the serum can also be used on your hands and legs, to keep all parts of you looking as youthful as possible. With a five star rating across the board, it's clear to see that the serum is a total hit with beauty buffs of all ages, with one particular fan stating how 'great' it is for wrinkles. They said: "I have been using it for around two months and deep set wrinkles have smoothed out and my skin is glowing. Great stuff."

Another chimed: "Uhhh.. Amazing! 2 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."

"I started using this a few years ago after a friend bought it for me. Obsessed was an understatement," remarked a third, who said of their results: "Deep wrinkles had halved in depth by one month and were almost gone by month two."

With mostly five stars from all reviews on the site, one four star fan of the product said a repeat order of the product appeared to be more of a 'milk colour' that a 'serum', causing them to refrain from purchasing again. Although wasn't a known issue with any other customers with the majority claiming it has made a 'huge difference' to their skincare regime.

One thing to note is that the brand suggests doing a patch test 24 ahead of use to avoid the risk of an allergic reaction as well as sharing a disclaimer: "Do not use if you're pregnant, breast-feeding or trying to conceive."

Grounded isn't the only skincare brand to drop their prices on anti-ageing retinol serums ahead of Black Friday as Medik8's award-winning and age-defying Crystal Retinol serum is reduced from £69 to £51.75 here. For something a little cheaper, The Ordinary's Retinol 1% in Squalane serum has been reduced from £8.50 to £6.54, while Face Theory's Encapsulated Retinol 3% Renewing Serum is £30.

However to snag yourself Grounded's Egyptian Gold Retinol Face Serum, get it here for £20. It's not just the serum on offer either as the Dragon's Den brand has a 50% off sale sitewide for Black Friday here.