No snails were harmed in the making of this serum.
If you told us five years ago that we’d be lining up to buy bottles of snail slime — and putting that slime on our faces — we’re not sure we would’ve believed you. But snail mucin is just the latest sought-after ingredient in an eras-long quest for eternal youth.
(And let’s face it, people have gone to some pretty unusual lengths to achieve perfect skin.)
The use of snail mucin dates back to ancient Greece, but it was Korean beauty brands that first bottled and sold its hydrating, healing, soothing, and anti-aging properties. Here in the United States, we’re eating it up. Not literally, but our recent fixation on K-beauty trends has us stocking our shelves with their most essential ingredients, including ginseng, rice water, and — of course — snail mucin.
Thinking back to a recent conversation I had with my mom, who still follows beauty influencers on YouTube and has also dabbled in veganism, her questions were twofold: Does it work, and what happens to the snails?
Like any ingredient derived from animals, snail mucin raises several ethical concerns. How are the snails treated? What’s the extraction process like? What’s the greater environmental impact of snail farming? A quick Google search reveals several brands claiming to be cruelty-free, but synthetic and plant-based alternatives are still the safest bet for those seeking a snail-friendly option (and for those with allergies or sensitivities).
InnBeauty Project, specializing in efficacious skincare and innovative formulas, recently launched Elastic Skin Firming & Plumping Serum, a vegan “snail mucin” serum that supposedly hydrates the skin, improves elasticity, and reduces the appearance of wrinkles — all in just one week. And as though that wasn’t reason enough to buy it, the brand also claims it’s the most potent anti-aging serum on the market.
Elastic Skin combines the slimy texture of traditional snail mucin with phytomucin, a plant-derived alternative designed to mimic the hydrating and rejuvenating properties of snail mucin. Now, generally speaking, dupes are rarely ever as good as the real thing. But to prove Elastic Skin could measure up, InnBeauty leaned into the science behind its formulation.
Jen Shane, co-founder and head of formula innovation, appeared in an Instagram video to share some insight. She explained: As we age, cells enter senescence, a stage in which they stop multiplying normally but still produce chemicals that cause irritation, redness, inflammation, and signs of aging. Elastic Skin contains a biohacking peptide that prevents skin cells from going into senescence and clears out existing senescent cells, helping to keep skin looking healthy and vibrant. It also features vegan collagen amino acids, which support the body’s natural collagen production, and encapsulated vegan growth factors.
The bottle features a subtle pearlescent finish, and the serum itself has a delicate lavender hue that occurs naturally thanks to its copper peptides.
In terms of press, InnBeauty opted to host a traditional editor breakfast instead of an influencer event, positioning itself as a brand that values expert opinions and quality journalism. This move is particularly significant as consumers have become increasingly skeptical of influencer endorsements, which can come across more like cash grabs than genuine recommendations.
This no-frills launch feels like a refreshing return to the basics. And to clarify, basic doesn’t mean boring. But as someone who’s become disillusioned by influencer marketing, it's a relief to see a brand focusing on authenticity and quality. I, personally, haven’t been this excited to try a product in a hot minute.
InnBeauty, which was founded in late 2019, is still a scrappy, indie brand. But although its products are relatively new to the market, co-founders Alisa Metzger and Jen Shane bring years of experience to the table. With brands like Tula, Tatcha, and bareMinerals on their resumes, their combined expertise has cemented the brand’s presence in the industry.
At $42 a bottle, Elastic Skin is priced slightly higher than InnBeauty’s typical $15-$32 range. However, this price point reflects the product’s advanced formulation and unique benefits. By maintaining affordability across most products while introducing higher-end options, InnBeauty balances accessibility with luxury, ensuring quality skincare still remains within reach.
As we embrace advancements that honor both efficacy and compassion, it's clear that the future of skincare looks bright — and beautifully ethical.
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