It has already been heralded as a natural wonder drug which stops the spread of cancer. But now scientists have discovered that a substance found in soya beans could also be the answer to youthful, wrinkle-free skin. Genistein, a natural plant-hormone in soya, has been found to boost the production of collagen, the protein which gives skin its strength and elasticity that depletes with age. In clinical tests, 53 per cent of women who used genistein said their skin felt firmer and appeared younger looking within just one month. It was so successful at reducing wrinkles that users dubbed it a ‘facelift in a bottle.’ Now British women are set to get their hands on the miracle serum when it goes on sale online in the UK for the first time later this month. Formulated by Swiss cosmetic firm, Swisscode, genistein works by inhibiting the action of enzymes which reduce and degrade the production and quality of collagen and elastin – the protein which gives skin its elasticity - as the body ages. Blocking the enzymes also stimulates the production of new collagen. Around 2,000 women, aged between 50 and 65 took part in a clinical trial in 2011. Photographs were taken of the ‘crow’s feet’ wrinkles around their left eye area and they were asked to apply two or three drops of genistein to the same area twice daily. The women were photographed again after one month and, in 53 per cent of the volunteers, the results were visibly improved. Genistein is particularly effective in women going through the menopause because it is a time when oestrogen falls, accelerating the depletion of collagen and elastin in the skin. Experts have found that genistein molecules are structurally very similar to oestrogen and therefore act in a similar way to Hormone Replacement Therapy (HRT), but without the nasty side effects. Research published last year also found that the hormone, or isoflavone, also reduces the frequency and severity of hot flushes in older women by around 26 per cent. Wolfgang Mayer, spokesman for Swisscode said: ‘As we age the skin becomes thinner, looser, and less elastic. In men this is a fairly gradual process, but in women this accelerates as we age and there is a drastic change with the onset of the menopause. ‘Genistein works in a similar way to oestrogen, without any of the associated hormonal side effects. It blocks enzymes which cause the depletion of existing collagen, as well as stimulating the production of new collagen. 'Women who’ve used the serum have seen a dramatic reduction in lines and wrinkles in just a few weeks and have been astounded by the results.’ The 15ml bottles of genistein, which cost £54, will be available in the UK via swisscode.co.uk, before potentially being launched on the high street later this year. Celebrity make-up artist Tina Earnshaw, who has done the make-up on blockbusters such as Titanic and Spiderman, has been using genistein on her film star clients. ‘It is an excellent tool to counteract the ageing process and a staple in my makeup kit,’ she said. Film stars are understandably conscious of how their face appears when magnified on the big screen, so I use genistein to prep my celebrity clients’ skin before makeup and the results help me to achieve a flawless look.’ User Julie Martin, 63, added: ‘The genistein serum is superb. My skin is 63 years old and needs a lot of help. My skin feels so supple after application and the skin around my eyes has definitely improved. I never would want to be without it.’ Recent studies have found genistein to be an inhibitor of both breast and prostate cancer. It stops an enzyme that switches on cancer genes and also inhibits angiogenesis, the growth of new blood vessels needed to feed growing cancers. In the laboratory it has been proven to curb the growth of all types of cancer cells, including those affecting the breast, lung, colon, prostate and skin. It also works on leukaemia. Genistein is also thought to be useful in the fight against heart disease by preventing fatty plaque build-up in arteries. It also deters the activity of thrombin, which promotes blood clotting, thus helping prevent heart attacks and strokes.