Instant Effects About the Brand

The Story Behind The Brand


Richard Mears, the creator of Instant Effects, has been in the beauty industry for more than 25 years, working with household brands to create some of the best-selling beauty products on the market.

In 2009, he became jaded with being asked by major brands to create products that did not truly deliver the efficacy he knew that customers actually craved. The skincare market is saturated with beautifully packaged products that make promises that don’t deliver.

Industry sources confirmed that:

• "A quarter of all users in Europe have given up believing any claims made by products". *
• "Around 67% of people are dissatisfied with the lack of actual product delivery of perceived product copy".*

Having extensively researched consumers’ needs and frustrations, he set about creating products that would not only satisfy the need for something that actually works.

Two years of research later, his first product CULT51 Took the beauty world by storm, just one night cream with 51 anti-aging benefits proven through independent clinical trials.

Through continued ingredient and market research his second brand was created; Instant Effects: is a stylish yet scientific brand with effectiveness at its core. All products have been proven through independent clinical trials.

Delivering targeted treatments using unique knowledge and scientific expertise these relatively simple concepts have advanced technology at heart.

Instant Effects consists of Instant Lip Plumper, Instant Eye Lift and Instant Lash Volumiser.

These three products have been formulated using ingredients with proven technology that deliver truly significant visible results within minutes. As he says: “I only want to create and be responsible for products that actually deliver true efficacy. If they do not out-perform every other product within the category the product will not be launched.”

Product Video’s


*Mintel beauty reports