Miracle worker? The makers claim it will reduce lines in seconds
Its no-frills packaging looks like something you would find in a DIY store.
So it is hardly surprising that this cream which claims to fill in wrinkles has been dubbed Polyfilla for the face.
Tri-Aktiline Instant Deep Wrinkle Filler claims to do exactly what it says on the front of its rather nononsense tube.
After more than 80 per cent of users reported an improvement in their wrinkles, tens of thousands of tubes were sold in Boots in just six weeks.
Both women and men are among its converts.
The stampede follows the success of the store's No 7 Protect and Perfect anti-ageing serum last year, which sold out within minutes after scientists on the BBC's Horizon programme found it actually worked.
Tri-Aktiline, which was launched in Britain earlier this year, is meant to be tapped gently on to wrinkles and allowed to set before moisturiser or make-up is applied.
Manufacturers claim users can see their lines disappear within 15 seconds in what is being hailed as a pain-free alternative to Botox.
At £24.99 per tube, it is also a lot less painful than handing over £250 for a jab.
A spokesman for the product said: "It instantly fills in deep lines and wrinkles and softens the appearance of fine lines.
"There are both instant and long-term results which target the three main expression lines - the frown lines on the forehead and between the eyebrows, the laughter lines around the eyes and the smile lines between the nose and mouth.
"The formula literally expands into the line and fills it in so you have to be sure not to tug or pull at the skin when applying moisturiser or foundation afterward.
"You get a very smoothed-out complexion as a result.
"Some women have been such enthusiastic users they have put it over their entire faces, which is not recommended as it targets specific areas.
"The packaging was deliberately designed to make people stop in their tracks - and because it looks pharmaceutical, men are not embarrassed to have it in their bathroom cabinets either."
In trials, more than two-thirds of users reported an instant noticeable difference in their wrinkles.
After a month of using the cream, 83 per cent said there was an improvement and after eight weeks, the study found an overall 45 per cent reduction in the depth and length of lines and a significant difference in the firmness of the skin.
The key ingredients include the exotic-sounding gatuline, kombuchka and argireline.
Gatuline, from a South American plant called acmella oleracea - normally used to treat toothache - helps relax facial muscles.
Kombuchka, an extract of sweet black tea, is said to plump the complexion, while argireline, or acetyl hexapeptide 3, apparently tricks the skin into thinking it is not producing enough collagen and encourages cells to rebuild.
Manufacturers, who brought the cream to the UK after it was a hit in the U.S., recommend using it twice daily. Reaction has ranged from rapturous adulation to disappointment.
"My skin looked ten years younger," one tester said. "I may have to give up the Botox." Another claimed: "It had an immediate, although slight, effect on the lines on my forehead. However, after only a few minutes, the fine lines were back."
Polyfilla for wrinkles: The £25 face cream which 'smooths lines in seconds' | the Daily Mail