Cosmetic Dermatologist and NHS doctor Dr Nora Jafaar tells us “Peptides have been the best thing I’ve introduced into my personal skincare routine this year. After 6 weeks, I’ve noticed more elasticity, tightness and glow to my skin and I genuinely haven’t needed to redo my Botox for nearly 2 months longer than usual because of the new Optimum Peptides range.”
Dr Nora Jafaar is an ambassador for NEW Optimum Peptides, brought to you by Superdrug – the most affordable peptides range on the high street. She is known for her celebrity clientele and signature skin transformations.
Dr Nora Jafaar is passionate about simplifying skin science for a wider audience. Here she gives us the low down on Peptides, why they’re so popular right now, what they do and who can benefit:
1. Why are peptides in skincare so popular right now?
“Peptides are trending because they offer impressive, clinically-backed benefits without the irritation often associated with actives like retinoids. As consumers become more ingredient-savvy, there’s growing demand for high-efficacy ingredients that support skin health long-term — and peptides tick every box.”
2. What are peptides and what can they do?
“Peptides are short chains of amino acids — the building blocks of proteins like collagen and elastin. In skincare, they work as messengers, signalling the skin to repair, regenerate, and produce more of these vital proteins. The result? Firmer, smoother, stronger skin over time.”
3. Why are people calling peptides ‘botox in a bottle’?
“Certain neuropeptides, like Argireline, have a gentle muscle-relaxing effect that can soften expression lines — mimicking the visible smoothing we associate with Botox, but topically. While the effect isn’t identical or as immediate, it’s a great alternative for those not ready for injectables.”
4. Who can benefit from peptides in their skincare regime?
“Almost everyone. They’re especially helpful for those concerned with fine lines, loss of firmness, or compromised skin barriers — including sensitive skin types who may not tolerate more aggressive actives.”
5. How best to incorporate peptides into your skincare regime?
“Use peptide-rich serums or moisturisers on clean skin — ideally layered under SPF in the morning or under your night cream. They pair well with most actives, so can easily slot into your existing routine. The Optimum Collagen Day Cream SPF50 is my favourite from the range — it combines firming peptides with daily sun protection, which is key to preventing further collagen breakdown. It’s light enough for daily use and gives skin an instant plump, hydrated finish.”
Optimum Peptides Day Cream SPF50 £18
Peptides: Collagen boosting amino acids, working to smooth fine lines and wrinkles.
Arginine: Amino Acid, contributing to hydration of the skin.
Niacinamide: Vitamin B3, a potent antioxidant, that helps support skin barrier and collagen production.
85% of participants agreed that product leaves skin instantly plumped*
90% of participants agreed that product leaves skin feeling nourished*
The NEW Optimum Peptides range, brought to you by Superdrug is the Most Affordable Peptide Facial Range on the High Street and is expected to be Superdrug’s fastest selling skincare launch to date. The range includes Peptides Day Cream SPF50, Peptides Night Cream, Peptides Serum and Peptides Eye Cream, each priced at £18. Please see full press releases attached on the range and announcing Dr Nora Jafaar as ambassador.