Specialty chemical manufacturer Croda has launched a new high-molecular weight protein hydrolysate, capable of smoothing the skin instantly to reduce the appearance of surface lines and imperfections.

Prolevis, as the new ingredient has been named, is aimed at older consumers seeking a quick fix for existing signs of aging – perfect for the selfie generation.

The new skin smoothing ingredient delivers a range of functional anti-aging claims depending on its level of inclusion, including consumer-perceivable skin smoothing, tightening and firming, making it ideally suited to customizable products – a growing industry trend.