Love Island is changing the face of Britain as women copy the natural look of the current series' dare-to-bare stars, according to a skincare guru.
Gone are 'frozen faces', 'freaky fillers', 'caked-on foundation’' and 'over-lined lips' which have featured in some previous series of the reality dating show.
Instead the current crop of singles boast "flawless complexions, toned limbs and sizzling style", according to the co-founder of the Harley Street Skin Clinic Lesley Reynolds.
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She says the fresh-faced look adopted by stars such as Gemma Owen, 19, Tasha Ghouri, 23, and Indiyah Polack, 23, is encouraging women nationwide to go au naturel.
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Lesley, 68, told OK! magazine: "Flawless complexions, toned limbs and sizzling style – the Love Islander girls are looking undeniably stunning in the villa this year.
"But have you noticed anything different about their appearance this time?
"There are no frozen faces or freaky fillers, no caked-on foundation or even over-lined lips.
"Instead, from the very first episode, almost every female contestant has been sporting a gorgeous `no-effort’ look – think glossy lips, a gleaming complexion, barely-there make-up and a healthy natural glow.
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"Of course it helps that the Islanders are all in their teens and 20s but it’s a look you can achieve your own way at any age.
"Personally I see what’s happening on Love Island as a reflection of the trending `clean face’ aesthetic, a very welcome backlash against the exaggerated features we’ve all been used to seeing over the years.’’
Lesley said according to business trend company LS:N Global there has been a "huge increase in what’s dubbed ‘enhanced natural beauty’".
While a study by market researchers Euromonitor International found more than 50% of consumers now define beauty as 'looking healthy".
Lesley said: "At my Harley Street Skin Clinic I am certainly seeing a shift away from requests for overly full lips and extremely defined cheeks. Instead clients are focused on boosting skin quality and subtly restoring their natural facial volume."
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She recommends a combination of a healthy diet and good skincare regime including the use of anti-aging ingredients such as vitamin C to brighten skin, peptides to prevent sagging, hyaluronic acid to plump and, at night retinol to smooth wrinkles and boost collagen.
"It’s easier than you think," she said.
"Every skin type has the potential to reach that full 100-watt gleam in every decade.
"It’s not about perfection – that doesn’t exist.
"The secret is to create a glowing radiance using tweakments which won’t change the shape of your face or features but will help tighten, smooth and improve the quality of the skin.
"That all leads to a better version of you in the mirror, not a stranger staring back.’’
Love Island airs nightly on ITV2 and ITV Hub at 9pm
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