Novology introduces its Pro-Lift Cellular Restoration Serum, a dermatologist-developed, clinically backed and beginner-friendly anti-ageing formula powered by patented technology to smooth fine lines, boost elasticity, and visibly renew skin.
Novology has announced the debut of its Pro-Lift Cellular Restoration Serum, marking a notable step forward in accessible, science-driven anti-aging skincare. The launch responds to a growing demand for products that deliver measurable improvements without irritation, especially among first-time retinol users.
A technology-powered formula
The serum features a patented cell-renewal technology designed to strengthen the skin barrier and improve firmness. It features key actives, such as Pro-Retinol, Peptides, and Adenosine Triphosphate (ATP). These actives work in synergy to target early signs of ageing, including fine lines, dullness, and decreased elasticity. Lightweight and quickly absorbed, the formula is free from added fragrance, alcohol, parabens, and dyes, making it suitable for sensitive or newly transitioning users.
Clinically validated results
A 2023 clinical trial reported measurable improvements in fine lines and elasticity within four weeks of use. Consumer evaluations in 2025 echoed these findings. 93% reported tighter pores and improved elasticity, 92% saw smoother lines, 91% found the formula gentle on application, and 85% noticed more sculpted facial contours.
Recommended usage of the Novology serum
Apply 3–4 drops twice daily. Daily sunscreen is strongly advised when using retinol-based formulas.
From the leadership desk
Dr. Supriya Punyani, Head R&D, Beauty & Wellbeing, Hindustan Unilever said “Science-led skincare is evolving toward smarter, multi-active formulations that deliver high efficacy with skin-friendly performance. Industry-wide, there’s a clear shift from aggressive actives (e.g retinol) to skin friendly multi-modal systems that support long-term skin health. In India especially, consumers are becoming ingredient-aware and are seeking visible pro-aging results. With the Pro-Lift Cellular Restoration Serum, our aim was to meet these expectations through a thoughtful, future-ready formula. The Elastinol ANP4 technology combines Pro-Retinol, ATP, and Peptide to support skin renewal, firmness, and resilience, delivering high performance while respecting the comfort needs of today’s Indian consumer”
Nithya Komanduri, Head, Beauty Incubator Unit, Hindustan Unilever Limited said “As consumers look for advanced yet approachable pro-aging solutions, the industry is moving toward technologies that deliver visible results while being suitable for daily use. Novology’s Pro-Lift Cellular Restoration Serum stands at this intersection, offering clinically backed performance while being comforting sensorially. It represents an important step in making high-science skincare more attainable for a broader audience.”
