Introducing a breakthrough in everyday anti-aging care, Novology recently unveiled its Pro-Lift Cellular Restoration Serum, addressing the rising need for a gentle yet clinically effective solution that combats early signs of aging. Formulated with patented technology, a system designed to renew skin from within and restore firmness with precision. Pro-Lift Cellular Restoration Serum brings together Pro-Retinol, Adenosine Triphosphate (ATP), and Peptide to work in synergy on the skin’s cell renewal process, helping smoothen fine lines, enhance skin elasticity, and revive dull, tired-looking skin. Co-created with dermatologists, this formulation is suitable even for beginners, offering a mild alternative to stronger retinoids. The lightweight, quick-absorbing texture, free from fragrance, parabens, dyes, and alcohol, delivers a comfortable experience while supporting visible transformation.

A 2023 clinical study demonstrated improvements in elasticity and fine lines from Week 4*, reinforcing the serum’s deep-action performance. Consumer insights from 2025 further validate the results: 93% reported visibly tightened pores, 93% observed enhanced elasticity, 92% noticed smoother lines, 91% found the formula mild on application, and 85% felt their facial contours appeared more sculpted.

Dr. Supriya Punyani, Head R&D, Beauty & Wellbeing, Hindustan Unilever said “Science-led skincare is evolving toward smarter, multi-active formulations that deliver high efficacy with skin-friendly performance. Industry-wide, there’s a clear shift from aggressive actives (e.g retinol) to skin friendly multi-modal systems that support long-term skin health. In India especially, consumers are becoming ingredient-aware and are seeking visible pro-aging results. With the Pro-Lift Cellular Restoration Serum, our aim was to meet these expectations through a thoughtful, future-ready formula. The Elastinol ANP4 technology combines Pro-Retinol, ATP, and Peptide to support skin renewal, firmness, and resilience, delivering high performance while respecting the comfort needs of today’s Indian consumer”

Nithya Komanduri, Business Head, Premium Beauty Business Unit, Hindustan Unilever Limited said “As consumers look for advanced yet approachable pro-aging solutions, the industry is moving toward technologies that deliver visible results while being suitable for daily use. Novology’s Pro-Lift Cellular Restoration Serum stands at this intersection, offering clinically backed performance while being comforting sensorially. It represents an important step in making high-science skincare more attainable for a broader audience.”