A new wrinkle-free serum uses a soybean agent to increase production of collagen, a protein that gives skin the firm, elastic feel that defies aging.

Swisscode, a cosmetic company based in Switzerland, developed the 15 ml container of serum that contains genistein, which could go for £54, or roughly $84.

The anti-wrinkle cream underwent clinical testing in 2011 with approximately 2,000 women between the ages of 50 and 55. Nearly 53 percent of the women said their skin felt firmer and was seemed more youthful.

The scientists took pictures of wrinkles, specifically crow's feet around left eyes where women were asked to administer two to three drops of genistein twice a day.

But exactly what is the compound Genistein?

The skin stays taught because of collagen and elastin, two proteins that help give skin its shape and form. Over time, as you age, enzymes in your body begin to limit the collagen and elastin your skin produces. The company says the serum's secret agent works by stopping the action of those enzymes.

They also point out the genistein is a phystoestrogen, which mimics the female hormone estrogen except without the side effects. In fact, genestein is sometimes prescriped today to women with osteoporosis in order to curtail symptoms of menopause — the compound is known for increasing and decreasing effects of estrogen. Another recent study characterizes genistein as a useful drug that could reduce effects of osteosarcoma, or bone tumor.

But the fact that this molecule is used in hormone replacement therapy and to treat cancer should be a stark reminder that women shouldn't just assume that its safe to use.

For example, a 2010 study published in Toxicological Sciences by Chinese researchers found that genistein and bisphenol A, or BPA, which was banned by the FDA from being used to make baby products, both cause malformation and defects development of the brain and behavior in mice.

As always, the moral of the story is don't believe the marketing hype — check anything carefully when it promises to do something too good to believe.