I’m freshly back from London, and I’ve brought back a few souvenirs. A tiny “freckle heart” tattoo, a stash of Marks & Spencer Food Hall goodies, some chocolate of course and... a hideous cold.
But I also brought back something much more useful for a woman approaching 50: a face full of fresh collagen.
As an award-winning beauty editor with 27 years in this industry, I’ve made a very public choice to stay Botox-free as I approach my 50th birthday. It’s a personal manifesto that landed me in the headlines of The Sun, after I was - quite literally - trolled for having wrinkles. Apparently, at 49, I’m “too wrinkly” for my job 🙄
But here’s the thing: natural doesn’t have to mean neglected. While I’m not interested in chasing a younger version of myself that’s always out of reach, I have recently become obsessed with banking collagen. So, before I headed to Soho for my tattoo, I went to see the brilliant Emma Wedgwood at her Mayfair clinic for the one treatment I swear by instead of Botox: Sofwave.
What is Sofwave?
Imagine the ultrasound they run over your tummy when you’re having a baby. It’s the same technology, but it delivers heat deep into the mid-dermis.
This is the “sweet spot” where your fibroblasts live - the little factories that produce collagen, elastin, and hyaluronic acid. As Emma explained to me, we hit a “collagen cliff” in our mid-40s where we lose about 1% every year.
“You can drink as much goddamn collagen in the world as you like, but it ain’t giving you collagen in your face,” Emma told me. “This is where you get your hit.”
By triggering a massive surge of these three essentials, Sofwave helps to lift the brows, tighten the jawline (my main concern this time around!), and give that “glass skin” glow without ever changing your face shape. It’s ‘tissue remodeling’ at it’s finest!
The Results: The 12-Week Slow Burn
While I personally saw an immediate glow both times I’ve had it done, it takes 12 weeks for that new collagen and elastin to fully remodel your skin. The results then last for 12 to 18 months.
My first Sofwave treatment was over 2 years ago and I can vouch for the results. They really are something amazing. And other poeple notice them too. You just get those lovely remarks like, “Oh my god, you look really, really well!” It’s your face - but better.
The “You, But Better” Effect
I’m not trying to look 10 years younger; I just want to look like the best, most dewy version of me at 49 (almost 50)! I want a face that expresses every emotion - one that you can read like a book. But also one that glows with life!
This past week since I’ve had it done, (and with a skin-draining long haul flight added on), I’ve already noticed a difference in my skin.
The “Spicy” Reality: Pain & Price
I’m not going to sugarcoat this for you: Sofwave is painful. I’ve given birth twice naturally - one of my boys was 10lbs 1oz - and while the pain isn’t the same, the tolerance level required is right up there. It radiates in peaks and troughs, a bit like contractions. Emma was like a midwife, supporting me through it with a high-strength compound numbing cream, a cold-air blower, and a stress ball. I also took 3 Tylenol (that’s 1500mg worth of paracetamol) beforehand.
I filmed this clip halfway through the treatment…
WHAT HELPED ME TOLERATE THE SOFWAVE PAIN
I squeezed the life out of the stress ball and I waved the cool air blower around to help cool my skin down, but I found this helped most: as I could feel the heat coming, I would take a long, slow deep breath in. And then a full breath out as the heat cooled.
Is Sofwave worth the money?
100% YES! But it’s an investment. The machine itself costs over £100,000, and practitioners are charged over £1.30 for every single “shot” they fire into your skin. And for a full face, you’re looking at 300 to 450 shots.
The Cost: My treatment would have cost over £3,000.
The Downtime: Zero. I walked from Mayfair to Soho right after. My skin felt energized and “cold” from the numbing, and while I had a few tiny bumps for 24 hours, I looked like I’d just been for a very healthy run.
Can I have Sofwave with Botox or Filler?
Absolutely. While I use it as an alternative, many women use Sofwave to compliment their injectable routine. Just remember the golden rule: wait two weeks after having Botox or filler before getting Sofwave in the same area.
Where to Book Sofwave:
I saw Emma Wedgwood in London’s Jo Hansford salon. She is holistic, honest, and doesn’t want to change how you look - just how you feel when you look in the mirror.
Website: www.emmawedgwoodaesthetics.co.uk
Instagram: @emmawedgwoodaesthetics
Pricing at Emma Wedgwood Aesthetics:
Brow lift: £1,800
Lower face & submental: £2,500
Full face & neck: £3,300
Find A Sofwave Practitioner Near You:
Global Directory: Official Sofwave Provider Finder
See the Sofwave Transformations:
You can check out the official Sofwave before & after photos here to see the lifting effect that happens after 12 weeks.
For my full Sofwave review, listen to this episode of Smiling Gives You Wrinkles:
I shall report back in 12 weeks when the full effects would have kicked in ♡
DISCLAIMER: THIS TREATMENT WAS GIFTED BY EMMA AND HER PR AND I WAS NOT PAID FOR THIS POST