The brainchild of three Icelandic geneticists, BIOEFFECT came about when they discovered a way to bioengineer a plant-based replica of EGF – a naturally occurring protein in skin. This barley-grown EGF, made in their ecologically engineered greenhouse, has incredible rejuvenating qualities, making it the brand’s key innovation and therefore increasing their gravitas in the skincare industry. Since their launch in 2010, BIOEFFECT products are now found in the kits (and on the faces) of 30% of Icelandic women. The brand’s aim is to use their ground-breaking discoveries to empower the world to choose how they age.