Rodial has launched a new skincare line called Bee Venom, which is clinically proved to halt the damaging effects of the menopause on the face.
Experts say that as well as mood swings, sleeplessness and weight-gain, women going through the menopause also suffer a variety of skin problems.
Deep wrinkles, puffiness and dryness are just some of the symptoms brought on by hormone changes at this time of life.
During the menopause, levels of the female hormones oestrogen and progesterone drop rapidly leading to accelerated skin ageing.
Levels of collagen and elastin also go down, leading to saggy skin and deep wrinkles and production of skin-hydrating acids and oils also significantly drop, causing dryness and a “crepe” appearance to the skin.
In trials involving 14 women aged between 50 and 59, all the volunteers said the bee venom cream improved the texture of their skin, reduced lines and wrinkles and left them appearing “visibly more youthful”.
Honey bee venom is used cosmetically to “fool” the skin into thinking it has been lightly stung with the toxin melittin.
This causes the body to direct blood towards the area and stimulates the production of the naturally-occurring chemicals collagen and elastin.
Collagen strengthens body tissue while elastin is the protein that helps the skin to remain taut and bounce back into shape after being pressed or pinched.
The venom also has the effect of relaxing the muscles, it is claimed.
Experts collect bee venom by placing a pane of glass alongside a hive and running a weak electrical current through it, which encourages the insects to sting the surface.
Because the bee’s lance remains in its body, it does not die.
Tiny quantities of the venom are then collected. It is so valuable that it costs up to $50,000 for one ounce.
A spokesman for Rodial said: “Bee Venom moisturizer is an advanced formula that revitalizes and renews, giving naturally younger looking skin.
“It works in synergy with a unique complex of plant stem cells to help visibly improve skin tone and elasticity.
“Other ingredients refine the skin’s surface to help plump and smooth the appearance of fine lines and wrinkles, and provide intensive moisturization and long-lasting hydration for a radiant complexion.”
Bees are already responsible for other supposedly anti-ageing products from honey to royal jelly, a health supplement used by celebrities such as Cliff Richard, Lulu and the Duchess of Cornwall.