Kiehl's Powerful-Strength Line-Reducing Concentrate Gets Big Upgrade

There's a rumor that one bottle of Kiehl's Powerful-Strength Line-Reducing Concentrate is sold every minute — as in, literally every 60 seconds — all over the world. Whether you believe the bold statistic or not, there's no denying the fact that Kiehl's fans will do just about anything for the heritage skin-care brand (like, say, steal Crème de Corps bottles from fancy gym locker rooms).

And now, after 13 years of solid serum success (we're talking a reported 5 million bottles sold to date), Kiehl's is giving its loyals one more reason to add its fan-favorite cream to their regimen: It's upgrading the classic treatment by boosting its vitamin C percentage (10.5 percent to a whopping 12.5 percent) and adding hydrating hyaluronic acid to the mix. Apparently, according to Kiehl's, this is the skin-care brand's "largest formula renovation in 166 years." Damn.

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Back in 2005, the Powerful-Strength Line-Reducing Concentrate was formulated with 10.5 percent pure, stabilized vitamin C (L-ascorbic acid) to address dark spots, dullness, and texture. But this year, more than a decade since the serum's inception, Kiehl's is tweaking the formula by adding two percent vitamin Cg (ascorbyl glucoside), another vitamin C derivative that targets fine lines, to the beloved brown-bottled potion.

Oh, and as for the hyaluronic acid addition? It's legit. The hydrating ingredient boosts skin's moisture content and, over time, helps to plump up the skin. Bonus: The added bit of moisture gives the previously matte-like serum a lighter, creamier texture — perfect for slathering on pre-moisturizer during these dry, cold winter months. (I know because I've tried it.)

The new-and-improved Kiehl's Powerful-Strength Line-Reducing Concentrate is available now for $62 at sephora.com. (Interested in vitamin C? You can also shop these brightening treatments now.)

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