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New Launch: Ioma Flash Youth Eye Contour Concentrate
An exclusive new cream takes into account the entire eye zone
If there’s one thing Beverly Hills is good for, it’s a luxury find that is rare, pricey, and obscenely good—whether it’s $1,000 face cream or lipstick made especially for Angelenos. Launching in May is an eye cream so exclusive that it’s sold at only three Saks Fifth Avenue counters. And I had to have it, so I headed straight to Wilshire Boulevard to see, feel, and try this wonder treatment in all its promised glory.
Ioma Paris is going in a different direction with their Flash Youth Eye Contour Concentrate ($165). The area around your eye uses 22 muscles, and we blink approximately 10,000 a day. “The orbital muscle, through its repeated contractions, leads to a creasing of the skin and results in wrinkles and crow’s feet,” says French dermatologist Dr. Nadine Pomarède, who’s affiliated with the brand. While most products target the fragile skin underneath the eyes, Pomarède says the top of the eyelids also play a role in how old you actually look: “The entire eye zone needs to be taken into account. The upper eyelid is often neglected by skincare treatments, yet its aging makes it a key area for youthful eyes.”
All these years, I’ve been gently dabbing creams and serums under my eyes (using my ring finger as instructed), but never thought once about the fine creases that may be forming on the upper lids, which will undoubtedly affect my primer, eye shadows, and liners.
The Flash Youth Eye Contour Concentrate promises to address the multiple woes that plague the eyes—dryness, dark circles, puffiness. Skincare connoisseurs have long admired the work of the French, but how serious is the brand about this claim? Since 2010, they have spent nearly $25 million on their technology, research, and development.
While the concentrate has some pretty impressive active ingredients with names you haven’t likely seen before (like hydrasome and hyalusphere, both of which help the thin skin retain water and re-densify its structure), the one that impressed me is 2% caffeine, which works to brighten the skin, and rid it off puffiness. Ioma’s treatment offers the highest concentration available in the US to date.
Within a minute of applying the ultra light cream, you can feel a subtle cooling sensation, and the silky serum spreads easily and didn’t affect the wear of my eye makeup throughout the day. After a week’s use, the crow’s feet do seem softer and less visible, and without any of those dastardly milia (teensy, white-ish bumps that I often get from richer creams and their added fillers).
Don’t immediately balk at the price: Most luxury eye creams do range in the triple digits, but are sold for .5 ounces. Here, you’re actually getting a full ounce to use on top and below the eye. The winning touch? A nifty pump that helps keep the active ingredients as fresh as possible. The problem now is how to afford the version for my face.
A native Angeleno, Navdeep Mundi is a Leo, hates cilantro, and has studied beauty products for more than 18 years. She spends her days directing media and strategy and her nights sniffing out slightly quirky yet impeccably pretty things along with her German Shepherd, Le Tigre.