There are tons of skin care products on the market with varying claims of skin ‘firming’, ‘plumping’ and ‘lifting’. But the real question when it comes to improving the skin’s elasticity is - how much can a skin elasticity cream or serum actually do? To understand that, we need to understand more about what causes a loss of elasticity and what we can do about it -whether that’s through changing our lifestyle or using creams and serums with specific active ingredients. The only way to not get duped by skin care products claiming to work miracles is to know what actually works when it comes to elasticity.