Born from Icelandic innovation and powered by plant biotechnology, BIOEFFECT has spent more than 15 years proving that pure, simple skincare can also be seriously effective. It’s a brand that captures the spirit of Iceland: clean energy, untouched nature, and a bit of clever science.
BIOEFFECT is also part of the curated lineup at Guide to Iceland's VIP Club, giving members access to exclusive discounts and special offers.
History of BIOEFFECT
BIOEFFECT was founded in 2010 by three Icelandic scientists who had spent years perfecting a plant-based method for producing EGF (Epidermal Growth Factor), a protein that helps skin renew itself by supporting its natural production of collagen, elastin, and hyaluronic acid.
Instead of sourcing it from animals or synthetics, they bioengineered barley to produce it. That barley is cultivated in a geothermal-powered greenhouse in Iceland and watered with pure Icelandic water, which is a genuinely local, sustainable process.
The water itself does some of the work. Filtered naturally through volcanic rock, Icelandic water is soft and low in minerals, so it needs no chemical purification and is gentle enough to go straight into the formulas.
The brand's very first product, the now award-winning EGF Serum, launched alongside the company and remains its hero to this day. In 2024, WWD named the serum one of its "100 Greatest Skincare Products of All Time," a list compiled from a poll of beauty industry insiders.
Today, BIOEFFECT products are available worldwide through online and retail channels in more than 20 countries.
BIOEFFECT Products
BIOEFFECT keeps its ingredient lists short and its science serious. The lineup centers on growth-factor serums and creams, with the iconic EGF Serum still leading the way.
The EGF Power line tackles visible signs of aging with higher-strength formulas, while the 3xGF Recovery range is developed for use after professional dermatology and aesthetic treatments, helping skin heal faster with less downtime.
Everyday favorites include the EGF Eye Serum, hydrating creams, and the refreshing Icelandic Water Mist, inspired by the country's pure, untouched nature. The lineup also stretches beyond serums and creams to cleansers, Imprinting Hydrogel face and eye masks, hand and body formulas, and a lip balm, so travelers can put together a full routine in one stop.
Across the board, formulas are designed to be pure, clean, and effective. Nothing extra, nothing unnecessary.
BIOEFFECT Locations in Iceland
In downtown Reykjavik, BIOEFFECT has two stores. The Hafnarstraeti 19 location is the flagship store, while the Laugavegur 33 branch is a boutique on the city's main shopping street.
Both keep the same weekday and Saturday hours, but their Sunday hours differ:
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Hafnarstraeti 19 - Monday to Friday: 11 AM to 6 PM; Saturday: 12 PM to 5 PM; Sunday: Closed
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Laugavegur 33 - Monday to Friday: 11 AM to 6 PM; Saturday: 12 PM to 5 PM; Sunday: 12 PM to 5 PM
The Hafnarstraeti flagship store also offers a bookable in-depth skin analysis service.
You can also shop BIOEFFECT online or pick up your favorite skincare products before departure or upon arrival at Duty Free Iceland stores at Keflavik International Airport.
Why Choose BIOEFFECT
What sets BIOEFFECT apart is the marriage of cutting-edge science and Icelandic purity. Its growth factors are grown sustainably using clean geothermal energy, and every product is built around a simple idea: fewer, better ingredients beat long, complicated ones.
The result is a range trusted by dermatologists and beauty editors, with a shelf full of international awards to show for it.
For visitors, BIOEFFECT makes a distinctly Icelandic gift to bring home, earning its place among the best Icelandic souvenirs. It’s a piece of the country’s innovation and natural beauty you can take home and use every day.
