M&S's £28 best-selling anti-ageing serum has 'turned back time' on crepey neck

As temperatures drop and skin starts feeling the effects of winter, the neck and décolletage often reveal the first signs of dryness and ageing. These areas are constantly exposed yet often forgotten in daily skincare routines - and they often bear the brunt of poor posture and 'tech neck' too.

To help counteract these effects, Prai Beauty - a best-selling skincare brand at Marks and Spencer - has launched a newly upgraded version of its Ageless Throat & Décolletage Serum. It's currently available at the Prai Beauty website and costs £28 for 60ml.

Described by Prai as the world's first neck sculpting serum, the lightweight product contains potent ingredients like peptides and antioxidants to optimise collagen production and neutralise free radicals. The new formula also contains Skinectura™, an organic kangaroo paw flower extract that reduces wrinkles, lifts skin, and improves firmness.

Additionally, the previous three-ball design has been upgraded with a precision five-rollerball tool for greater serum delivery and a lymphatic massage effect. As the roller glides across the neck and jawline, the brand says it helps to boost circulation, reduce puffiness, and promote a more sculpted appearance. For an extra cooling effect, the serum can even be kept in the fridge to chill the rollerballs.

In a recent UK trial with Prai's VIP customers who used the Ageless Throat & Décolletage Serum for 30 days, 95% saw a smoother appearance, 83% saw an improvement in sagging and crepiness, and 70% saw a more sculpted look. On top, 88% saw instant and long-lasting benefits, while it took just seven days for 74% of users to see a smoother appearance.

As for alternative options, Boots sells the No7 Protect & Perfect Intense Advanced Serum 30ml for £27.95, containing pro-retinol, antioxidants, peptides, and hyaluronic acid. According to the retailer, it makes skin feel smoother instantly and look younger after two weeks, and visibly reduces fine lines and wrinkles by week four.

Shoppers could also consider the Elemis Pro-Collagen Neck Balm 50ml for £55.50, currently 10% off from £62 at Superdrug. Ingredients include hydrating padina pavonica algae and sea buckthorn oil containing Omega-7, and according to the brand, 75% of users stated that it helped reduce the appearance of crepey skin.

However, many customers are thrilled with the Prai Beauty anti-ageing serum, and it's currently rated 4.6/5 on the brand's website. One left a glowing review: "I have just started to develop some crepiness on my neck. I'd tried a few brands and wasn't really impressed with them.

"Prai's tube of serum comes with three metallic roller balls at the end which you use to apply the serum to your neck. What a cool idea! It not only means the neck gets a massage when you apply it, but it stops the serum from being in contact with the air, which I guess keeps it fresher for longer.

"It is lovely and cooling on the skin, and while it is a liquid, it does sink in and dry off quickly, leaving my neck lovely and soft. This has definitely helped the crepiness on my neck. Along with the Throat Cream, it's turned back time, which I'm delighted about. Prai are also animal friendly which is not as common as you might think these days, so it's a winner all round!"

A second added: "I was dubious about the claims made from this, but after a week of use have been very surprised. My skin looks firmer and plumper. The light serum-like texture is easily absorbed without any sticky residue. I found the application tip innovative. Also, you do not need to use very much product to notice an improvement. I will definitely be ordering more."

A third customer chimed in: "Thought I would give this serum a try as I used to use the cream and thought this would be easier. I was right. There is no mess, no fuss, just roll on and you're done. It's just as effective as the cream smells lovely and soaks into your skin really quickly. Another fantastic product from Prai that I shall be purchasing again and again."

One buyer did mention the way the serum was dispensed: "Love the product, it really does make a huge difference in the skin on decollétage, much smoother and soft. The only thing I don't like is the delivery system. It's hard to get the product out uniformly, so I just squeeze it onto my fingers and apply it myself."

Another agreed: "I'm using this serum twice a day before the cream and my skin feels soft and in good condition. I just find it a little hard to squeeze out of the tube."

The Prai Beauty Ageless Throat & Decollétage Serum 60ml is available now for £28.

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