An ugly wrinkle has appeared almost, it seems, from nowhere. You’re too scared to try surgery or even a needle-administered dose of Botox. What’s the answer?

Keeping age at bay has always been the Holy Grail of the beauty business. There are cupboards full of wrinkle-busting lotions and potions created by companies around the world. “I’m determined never to turn to surgical procedures. But I will definitely take refuge in anti-ageing creams and treatments,” says 23-year-old model Amanpreet Wahi, who’s thinking far into the future.

Shahnaz Husain’s Diamond range

Forest Essential’s anti-ageing range

L’oréal Model, Claudia Schiffer shows off the collagen filler

For those like Wahi, who want to dodge plastic surgery and the Botox option, there are other ways to delay the onset of age. Take a look at L’Oréal’s collagen filler, available in the market for Rs 850. It’s the newest quick-fix solution that’s said to smoothen those ghastly fine lines. Inspired by a dermatologist’s injection techniques, the collagen filler promises to iron out the wrinkles, both on the skin’s surface and from inside.

Welcome to a world of anti-ageing treatments that steer clear of the knife/needle and even trendy Botox. The top players in the beauty industry like VLCC, Kaya Skin Clinic, L’Oréal, Forest Essentials, Eminence Organics and The Shahnaz Group are inventing cutting-edge products that are promising eternal youth — minus the pain.

VLCCs’ non-needle formula, Botu, is being touted as a cosmetic alternative to Botox. Apply the formula over the offensive wrinkle and let the skin soak it in. Bingo, the wrinkle is history — hopefully.

Novacid+, another VLCC potion, is recommended as the answer to all kinds of skin ailments like lacklustre skin, surface wrinkles, residual scars and pigmentation marks through accelerated exfoliation.

Is the skin around your mouth sagging? Try VLCC’s Lipo-Lift creams or go for Kaya Skin Clinic’s Skin Repair Serum, an age-defying product that’s meant to firm the skin by boosting collagen and elastin.

“Though the effect will not be as fast as Botox, the cream will certainly help in elastin synthesis and skin rejuvenation — minus the needle,” says Dr Amit Luthra, assistant medical coordinator, Kaya Skin Clinic. According to Dr Luthra, for best results, the serum should be used for about six months after which the frequency of use can be cut back.

One thing’s for sure. There’s plenty of choice — though there’s no magic bullet that will wipe age away for sure. So from creams, lotions, face packs, Ayurvedic oils and serums to collagen fillers, you are spoilt for choice. Says beauty expert Shahnaz Husain, “The total beauty business in India is estimated to be around Rs 2,000 crore, growing at the rate of 25 per cent.”

Each company has a variety of treatments in its arsenal — some have curative functions and others are preventives. VLCC, for instance, boasts of a number of international range of treatments like Lipo-Lift Contour, Botu Like, Skin Hormone Resource, Supreme DHE-Age, White Perfect and Novacid+ which the company says are effective treatments.

Vandana Luthra, president, VLCC, says that Botu works wonders on the skin as its main ingredients are Botuline and Fillox that target expression lines and smoothen them without any pain and side effects.

Luthra reckons that the warning signs begin to appear when a woman approaches the dreaded 40 year mark. Her advice is not to panic but to find the right treatment. She suggests that women, who notice deterioration in the quality of their skin, should start applying the brand’s Supreme DHE-Age cream.

How does the cream work? According to Luthra the body spontaneously converts the compounds in the cream into hormones that kickstart healthy functioning of the skin.

And if you’re worried about pigmentation marks, Luthra’s solution is VLCC’s White Perfect. “It treats pigmentation more effectively due to the clarifying effects of Dermawhite and Albataine complexes that form the main ingredients,” says Luthra.

Other age-defying products come from L’Oréal and Garnier. Try Pure Zone Deep Exfoliating Gel Wash and Pure Zone Pore Tightening and Clarifying Lotion from L’Oréal for youthful, squeaky-clean skin.

Garnier’s Wrinkle Lift Anti-Ageing cream that’s made from cherries, ginger and bilberry extracts claims that its anti-wrinkle effect will start showing after just 14 days of regular use. And for removing dark circles under the eyes, Garnier’s Under Eye Dark Circle Lightening Cream could be the answer. “It slows down the darkening process and illuminates the eye contour,” says a company spokesperson.

Would you like to try something more exotic? For a bit of extra sparkle, take a look at Shahnaz Husain’s Diamond Programme based on Ayurveda. The stone may be a girl’s best friend, but it’s also — in some forms — skin-friendly. Husain infuses diamonds in the form of bhasma or ash in her wide range of products like facials, face masks, night nourishing cream and exfoliation scrub.

“Diamond influences the tissues of the human body, aiding decongestion and promoting the removal of toxins. This helps to purify and strengthen the skin’s supportive layers,” says Husain. But be prepared to pay a price. A 40gm jar of Diamond Nourishing Cream and the Diamond Mask come for Rs 795 while 40gm of Diamond Rehydrant Lotion and Diamond Exfoliating Scrub cost Rs 695.

But one of the most popular of Husain’s products is Shalife — an anti-ageing skin nourishing and massage cream based on an Ayurvedic anti-ageing formula. Rich with ingredients like chakramard beej extract (cassia tora), khus (vetiver), malti pushp (flower extract) and shankbhasm (seashell), it aims to relieve dryness and maintain skin elasticity.

Eminence Organics brings a woman a complete range of European, chemical-free beauty essentials. Believe it or not but the brand has employed fresh fruit pulps, seeds and real herbs in the battle against age. ‘Handmade’ in Budapest, Hungary, the products are made with natural and exotic ingredients including Hungarian paprika, wild plum and apricot.

What’s more? You can enjoy ‘seasonal’ facials that are introduced as per the harvest of the season and are created with fruits, vegetables and herbs.

Certainly, there is a huge roster of products at your disposal. You can give your ageing skin a boost with some high-performance facial oils as well. “These are pure essential oils blended with cold-pressed base oils that are known to balance the doshas and to nourish the skin,” says Divya Chawla of Forest Essentials. Facial massages with these oils, she says, can help to tone the skin, improve circulation, clear toxins and stimulate enzyme activity. Together all this should give the skin a firm, elastic feel and glow.

To slough away dead cells in oily skin, Chawla recommends oils extracted from lemon, tea tree and sunflowers. “Tea tree oil is a natural antiseptic while lemon has an astringent and toning action.” Using it daily for six to eight weeks leaves the skin clear and supple,” says Chawla.

For people with dry skin, sandalwood, rice bran and apricot kernel facial oil are effective in improving elasticity and replenishing moisture. Forest Essentials’ Soundarya Age-Defying Facial Serum with ashwagandha plant extracts claims to work on all skin types.

The skin pampering day regimens can extend into intensive night-time treatments too. “Some night treatments have high-performance vitamins, enzymes and hydrators and deliver nutrition to the skin. They work best at night while the skin is at rest,” says Chawla.

Forest Essentials’ Sandalwood and Saffron Night Treatment Cream is suitable for normal to dry skin while those with oily to normal skin can go for Jasmine and Patchouli Night Treatment Cream. This neutralises oil production and repairs uneven skin texture.

But can these creams and serums beat Botox and fillers? “The creams have gradual but continuous results. The impact of injections, facial peels and dermabrasion are rougher on the skin and the effect wears off within a certain time frame. The natural and cosmetic products simply rejuvenate the skin and keep it clean and healthy,” reasons Dr Navin Taneja, Consultant Dermatologist and Venerologist with National Skin Centre.

Television actress Achint Kaur may be a devotee of age- defying products from brands like Clarins, Lancôme and Vida, but she has yet another ace up her sleeve. She adds that factors like proper sleeping habits and a good diet make a world of a difference. “After a certain age the products become useful, but at the same time you can’t get away with not eating healthy food and drinking lots of water. It is like taking antibiotics and balancing it with vitamins,” says Kaur.

But what is leading to the growing desperation for anti-ageing treatments? “The mounting stress in this fast- paced world and environmental pollution have led to people looking older than their age. So, they look for quick solutions, which our treatments offer,” says Luthra.

So with a gamut of name-it-and-you-have-it products, pick the one that works best for you. “Before you get lured in by the commercials going gaga over the product, know your skin type and consult your dermatologist,” says Dr Taneja. Will you be drinking from the Fountain of Eternal Youth? There’s no harm in hoping.

Graphic by Santanu Mallick

The model in the graphic has been used for illustrative purposes only