The Story of the Product I Could Never Quite Get Right... Until I Did.

By Laura Porter | Professional Skin Therapist | 4 minute read | Updated August 2026

If you asked me to choose just one product that has made the biggest difference to my skin over the years, I'd probably say... a serum. That's not to take anything away from cleansers, moisturisers or masks because they all have an important role to play, but if there's one product that really delivers the hardworking ingredients your skin craves, it's a serum.

I often describe it as the powerhouse of a skincare routine. It sits between cleansing and moisturising, delivering concentrated ingredients into the skin before your moisturiser helps seal everything in. If you've never used one before, or you've always wondered whether you actually need one, I'd love to explain why I believe it's one of the smartest investments you can make for your skin.

So, What Exactly Is a Serum?

One of the questions I'm asked time and time again is, "What's the difference between a serum and a moisturiser?" It's a great question because they often get confused, yet they each have a very different purpose.

A moisturiser's job is to hydrate the skin and support your skin barrier by helping to lock moisture in. A serum, on the other hand, is designed to deliver concentrated active ingredients that target specific concerns such as dehydration, dullness or the appearance of fine lines.

I always explain it like this: if your moisturiser is the cosy duvet keeping you warm at night, your serum is everything working underneath to help your skin look and feel its best. They don't replace each other—they work together.

Why I Created No.7 Youth Elixir

No.7 Youth Elixir Serum has a very special place in my heart because, out of everything we've developed at FAB, this was probably the product that tested my patience the most. It took almost two years to perfect, not because we couldn't make a serum, but because I refused to launch one until I genuinely believed it was the best it could be.

There were so many versions along the way. Some felt beautiful on the skin but didn't contain enough of the active ingredients I wanted. Others were packed with actives but didn't have the luxurious feel I was looking for. Finding the right balance between performance and experience took time, and although there were moments when we could have settled, I simply wasn't prepared to compromise.

We Really Pushed the Boundaries

When we developed No.7 Youth Elixir Serum, our goal wasn't just to create another hydrating serum. We wanted to create a formula that worked hard every single day, supporting healthy skin rather than simply making it feel good for a few hours.

That's why we carefully selected ingredients such as peptides, niacinamide, sodium hyaluronate and squalane. Every ingredient was chosen because it had a purpose, and every ingredient earned its place in the formula. Nothing was included simply because it was fashionable or because it happened to be trending on social media.

The Honest Truth

This is probably the point where most skincare brands would tell you their product will transform your skin overnight or quote impressive statistics from huge clinical trials.

The reality is that we're an independent skincare brand. We don't have the resources that some of the world's biggest beauty companies have to fund large-scale clinical studies for every marketing claim. I'd love to be able to do that one day, and hopefully we will, but we're simply not there yet.

What I can offer you is something equally important—my honesty. I've spent nearly 20 years treating skin, worked with thousands of clients and tested more products than I could ever count. I use No.7 every single day, and if I didn't genuinely believe in it, it simply wouldn't have my name on it.

My "Youth Juice"

I'm 42 now, and I jokingly call No.7 my Youth Juice. Sometimes I even wonder if I should rename it! Of course, I know I can't turn back time, and I would never pretend that any skincare product can. What I do believe is that we can support our skin to age beautifully by looking after it consistently.

For me, that's what No.7 represents. It's not about chasing perfection or promising miracles. It's about giving your skin the support it needs, one routine, one application and one healthy habit at a time. I like to think of it as turning back the clock... one cell at a time.

How I Use It

I use No.7 every morning and every evening after cleansing and before moisturising. It takes less than a minute to apply, but it's those small moments of consistency that really add up over weeks, months and years.

I've always believed that healthy skin isn't built in a day—it's built every day.

Final Thoughts

If there's one thing I'd love you to take away from this blog, it's this: don't buy a serum because social media tells you to or because it's the latest trend. Buy one because you understand what it does, you trust the ingredients inside it and you know it's something you'll enjoy using consistently.

As for me, I'll keep calling No.7 my Youth Juice. Whether that nickname sticks or not, one thing never changes—my belief that healthy skin comes from simple routines, great ingredients and consistency.

After all, Healthy Skin Always Wins.

P.S. Let's Celebrate Being FAB!

It's my Birthday this month, and I'd love to celebrate with you.

I'm giving you 50% OFF No.7 Youth Elixir Serum... 🥳

No.7 is the product I reach for every single morning and evening, and if you've been thinking about adding a serum to your routine, there's never been a better time to try my Youth Juice.

Because here's the thing... I genuinely believe everyone deserves to feel confident in their own skin.

So here's to another year, healthy skin, and celebrating being FAB together.

Discount Ends 04/09