MERUMAYA Iconic Youth Serum™, 30ml

Product information

MERUMAYA's best selling serum integrates ten evidence based active ingredients, with a formulation carefully designed to help prevent further skin ageing, perfect existing signs of skin ageing, help the skin to perform better for itself and protect it from ageing factors.

  • Improves radiance and luminosity
  • Reduces the appearance of lines and wrinkles
  • Improve moisture and elasticity
  • Restore skin’s structure and texture
  • Revitalise and rejuvenate

Integrating the MERUMAYA Signature Essence Blend reputed to uplift confidence levels with a sensually silky texture and clinically tested active ingredient, Iconic Youth Serum ™ engages multiple senses to provide a more pleasurable experience while delivering immediate and long term results.

MERUMAYA recommends: Use with Youth Preservation Moisturiser SPF15, to provide short term moisturisation and longer term hydration that is essential to keeping skin more youthful and dewy. They work synergistically to provide all round results.


Ageing concern
Wrinkle Reduction
Eligible for International Delivery
Skin Type
All Types
Unit Price
£121.667 per 100ml

Brand Story

Maleka Dattu is the founder and creator of MERUMAYA Integrative Effective Skincare®, who has spent over three decades in the beauty industry, learning what customers really want. Her greatest inspiration comes from wanting to delight customers with products.

In creating this brand Maleka applied the principles of Integrative Health (prevent and cure disease for a long, mobile and healthy life), to create a skincare range that helps you age youthfully, by preventing and perfecting signs of skin ageing. She has used multiple clinically tested, active ingredients in the same concentrations as tested, to provide effectiveness.

Every product is created with her ‘Six P’s’ as her guiding principles:

  • Prevent & Perfect skin ageing
  • Performance
  • Pleasure
  • Practicality
  • Price
  • Patriotism

Maleka was recognised by the industry and voted for by her peers as Cosmetic Executive Women’s Achiever of the Year in 2006 and was awarded Retail Ambassador 2014 in the Specsavers EveryWoman Awards.


  • Click & collect

    Click & collect from John Lewis and Waitrose shops Sunday from 2pm
    Find out more
  • Collect+

    Collect + from a local shop from Monday, postcode exclusions apply
    Find out more
  • UK delivery

    Standard delivery within 5 working days
    Named or Saturday UK delivery
    Named day UK delivery pre-10.30am
    Find out more
  • International delivery not available


We want you to be happy with your purchase. If you're not, depending on the type of product, you can make free returns in the UK via John Lewis shops, Royal Mail, Collect+, or MyHermes. If you need to arrange collection of large or heavy items, call us on 03456 049 049. For international returns queries, call us on +44 1698 545 454. Find out more about returns.

You'll find returns information on your delivery note. Unless faulty, we'd like you to make your return within 90 days of purchase. Exceptions apply to certain products - find out more about our refund policy.

Q & As

Rated 4.4 out of 5 by 28 reviewers.
Rated 5 out of 5 by Glowing Skin I have been using the iconic youth serum along with the overnight recharge cream and melting cleansing balm and I have to say, after 2 weeks I have seen a dramatic change in my skins texture. I wake up every morning with fresh, clear and silky smooth skin. It's normally very sensitive and suffer from redness. To be honest I never thought of using anti-aging products because for me personally it was more about sensitivity when buying skincare. This has change!! My skin is now incredibly hydrated, plump and you can see a dramatic difference in my skins elasticity... it looks so plump. The texture when applying is so light that I genuinely get excited to use the products every night. I'm totally obsessed with Merumaya and look forward to seeing further results. 04 December 2015
Rated 5 out of 5 by Excellent stuff Firstly I must congratulate John Lewis on their excellent service. I ordered this product along with the merumaya skin tonic and luxury facial wash about midnight on Saturday 10/01/15 and here I am reviewing it on Monday 12/01/15. It arrived so early that I was able to use it along with the other products for my morning cleanse. So well done , I was expecting it mid week at the earliest. Now to the range. Merumaya is not cheap although it is not one of the dearest either . I tried another slightly cheaper range over xmas but wasn't happy and ordered metumaya again. It's false economy to use cheaper stuff if ur not happy with the results and Merumaya does last . I am in my late forties and suffer with Polycystic ovarion syndrom so I,m not only battlling age but acne. It is very hard to find products which address both these issues at once. The serum is the best I have used. It's lovely and leaves your skin soft and silky no oily residue is left and it sinks right into your skin. Stick with it don't do what I did and try cheaper because you will regret it and it will cost more in the long run because you will want to buy the Merumaya again. Highly recommended. 12 January 2015
Rated 1 out of 5 by too much silicone in this product The product leaves a silky feeling on the skin which I put down to the silicone in its ingredients this then sits on your face forming a barrier against other products used therefore I would only recommend it if it's used on its own. I only used it a few times as I found the formula broken me out in spots. 05 November 2014
Rated 5 out of 5 by Flawless Skin Recently sampled the Melting Cleansing Conditioner and Iconic Youth Serum, both of which I love and picked up from John Lewis whilst on my travels in Glasgow yesterday - couldn't wait a day without them - sink straight into my skin, which I can feel working overnight and wake up to ''see-through" flawless skin! 26 September 2014
Rated 4 out of 5 by Very Good But Not Natural I think this is one of the better serums I've tried and I am considering using it again. However, I had promised myself that I'd start using natural products and so this doesn't fit into that category. It made my skin smooth and the feeling lasted most of the day. I'd like to find a natural serum that does this. 11 August 2014
Rated 5 out of 5 by Finally something that works! Having used this product for two weeks I've finally found something that reduces the redness on my face. I've not used a moisturiser for the first time in ages, as it feels like the serum can stand alone, leaving a healthy sheen on my face. Gives you a great uplifting feel-good 'aura' around your face. 10 June 2014
Rated 5 out of 5 by Great product I don't know that this does ALL that it claims, but I can tell you for sure, as I am on my 2nd order, that this is a beautiful friend for your face. I have sensitive skin and this is one of those products that calms and restores as well as providing a great base for make up. I highly recommend this product. 01 April 2014
Rated 1 out of 5 by A useless product, brounght me out in spots After reading the glowing reviews this product appeared to have attracted I tried this with the moisturiser ... and oh dear, it is really awful! Please don't bother buying it. It smells far too strong, feels slightly disagreeable and left me spotty. I'd strongly recommend AVOIDING THIS AT ALL COSTS. I struggle to understand how any one could genuinely give it even three stars, 21 January 2014
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8 in stock