This hydrating serum has sold out five times in the last year

Products that sell out quickly aren’t a rare phenomenon – but products that sell out multiple times in the space of just 12 months are. And family-run beauty business Pestle & Mortar has managed to achieve just that.

The brand’s Pure Hyaluronic Serum has sold out five times in a row over the last year, leading to something of a cult status amongst beauty insiders. What’s more, each time it became unavailable, it racked up a rather staggering waiting list of around 35,000 people waiting for it to be restocked.

Pestle & Mortar Pure Hyaluronic SerumSo, what’s all the fuss about? For starters, the formula is light, fresh and fragrance-free, absorbing quickly and easily; a fuss-free step in any daily routine. It also contains no parabens and is free from animal derived raw materials (and it’s not tested on them, either).

The serums’s hero ingredient is, as the name suggests, hyaluronic acid, a hydration powerhouse that can work wonders for any skin type. Combined with skin-softening panthenol, the treatment plumps out fine lines, brighten, and restores your complexion. It can even be used as a primer for your make-up for a velvety, smooth finish.

Don’t just take our word for it though – the reviews of Pestle & Mortar’s Pure Hyaluronic Serum speak for themselves. One poster on the brand’s own website writes that it’s ‘the best hyaluronic acid I have tried’, while another agrees that they ‘can’t live without it’.

Pestle & Mortar Pure Hyaluronic Serum
Pestle & Mortar Pure Hyaluronic Serum, £33, 

Shoppers on sites like and Lookfantastic, where the product is also stocked, are equally impressed. ‘Bought this a few weeks ago and use it daily, my skin is already looking and feeling better,’ said one. ‘A little goes a long way, very easy to use.’

‘This is the best and the perfect hylauronic serum ever!’ an enthusiastic Lookfantastic customer echoed. ‘No stickiness at all, almost pure water. Ideal for summer and for oily skin, but works just perfect with my normal skin too. Definitely will buy it more and more! The only minus is the price.’

Admittedly, the serum doesn’t come cheap, retailing on most listings at £39 per 30ml bottle. However, it is currently available at for just £33 – so if there was ever a time to give it a go, it would be now…