Kiehl’s original Powerful-Strength Line-Reducing Concentrate has had a cult following for over a decade. It sells at one per minute around the world and has sold more than 5 million bottles, to date. It contains 10.5% of pure stabilized Vitamin C.

Now, the new advanced Kiehl’s Powerful-Strength Line-Reducing Concentrate is the next generation of the Vitamin C-infused formula, which is a fast-acting anti-aging serum. It contains a heightened concentration of 12.5% Vitamin C (10.5% Pure Vitamin C [L-Ascorbic Acid] and 2% Vitamin Cg [Ascorbyl Glucoside]) — plus, Hyaluronic Acid. 

“Our renovated formula, now with Hyaluronic Acid and a greater amount of Vitamin C, provides faster, better results,” says Dr. Geoff Genesky, Scientific Director at Kiehl’s. “While Vitamin C is difficult to stabilize within a formula, the team worked meticulously to stabilize even more Vitamin C and deliver our most efficacious Powerful-Strength Line-Reducing Concentrate formula to date.”

The team at Keihl’s says it took 89 trials to bring to market. The new formula was clinically demonstrated to perform in an 8-week clinical study, and provides a fast-absorbing, non-oily texture. The product warms as it is applied on the skin, and has a citrus scent, from the addition of essential oils.

The product is packaged in an amber colored bottle with an airless pump, and retails for $62 – $104.