REYKJAVIK, Iceland, December 15, 2010 /PRNewswire/ -- Scientists in Iceland have developed a revolutionary skincare product after more than a decade of extensive research in plant biotechnology. The skin-rejuvenating phenomenon is called BIOEFFECT(TM) EGF Serum. Made by Sif Cosmetics, it is the world's first skincare product to contain cellular activators made in plants. Six months after its launch in Iceland, the serum is already being used by over 20% of Icelandic women.

BIOEFFECT EGF Serum is a next-generation, anti-ageing beauty treatment that improves the skin's appearance by encouraging the skin to repair its own cells. Its key ingredient is Epidermal Growth Factor (EGF), a cellular activator that occurs naturally in human skin and has the ability to speed up the rate of cell turnover within the skin, resulting in a fresher, revitalized and glowing complexion.

76% of those who participated in a recent user survey* agreed that their skin looked younger after using BIOEFFECT EGF Serum. Almost 100% noticed a fresher look and smoother complexion. The serum has an immediate effect on skin. In the first week of use the skin becomes fresher with renewed youthful glow. After several weeks, users notice firmer skin, more even skin tone and reduction of fine lines and wrinkles. To date, the serum has been launched in a number of countries, including the UK, Denmark and Poland. The initial response from users in those markets has been equally unanimous in its praise.

Suitable for all skin types, BIOEFFECT EGF Serum contains only nine ingredients necessary to maintain and stimulate the function of the EGF cellular activator. No preservatives, fragrances or unessential fillers are added to the serum.

No bacteria or animal cells - just barley...The cellular activator in BIOEFFECT EGF Serum is produced in genetically engineered barley in a state-of-the-art greenhouse in Iceland. The barley is grown in pure volcanic pumice and watered with pure Icelandic spring water, using renewable geothermal energy. This green biotechnology, developed by Sif Cosmetics' scientists, bypasses the need for production in traditional bacterial or animal cell culture systems. The patent pending method makes it possible to use a concentration of a pure and stable EGF cellular activator in the serum for the EGF to have a positive, visible effect on the skin.

Dr. Bjorn Orvar, CEO of Sif Cosmetics said:

"It has been great to get such a strong and positive response from users of the first cosmetic product we have launched. It confirms that the ten-year research and development phase has delivered the results we were aiming for. I don't think there are many cosmetic products currently on the market which can claim such a significant reaction in such a short time. We are now targeting the international cosmetics market and the first steps in this direction appear very promising."

(*71 respondents to an Icelandic survey)