Gwyneth Paltrow backs anti-wrinkle Botox alternative

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Even Gwyneth Paltrow admits to needing a little more than goop to stay fresh-faced.

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The wellness guru and Goop founder is the new face of the anti-aging injectable Xeomin, used to smooth out fine lines and reduce wrinkles. The actress says she's been using the injectable that's been described as a more natural alternative to Botox for a few years.

Gwyneth Paltrow is the new face of an anti-aging injectable. (Getty Images). 

Xeomin is a form of the botulism toxin, a protein that helps prevent muscle movement in places that cause wrinkles. Its injected into the forehead and brows typically, however, unlike Botox, Xeomin claims to use a purer form of the toxin.

“Dealing with aging is a multi-layered experience. I take good care of my skin, hydrate and exercise, but sometimes a girl needs a little extra help,” Paltrow, 47, captioned a selfie on Instagram promoting the company.

“It’s a uniquely purified anti-wrinkle injection that does not contain any unnecessary proteins. I am a big fan,” she wrote.

Paltrow’s post comes at a time when plastic surgery and Botox are on the rise, with some calling it the “Zoom Boom” as a result of being confronted with our reflections in close-up video chats in the age of the coronavirus.

“I'm obviously a more natural person and I'm not going to go crazy with anything but I also really like that it's purified. It's the cleanest version," Paltrow told PEOPLE of Xeomin.

Before getting behind the Xeomin — her first medical aesthetics partnership — Paltrow says she made sure the injectable's ingredients were up to her standards.

"Finding highly purified and proven products is so important," she told PEOPLE.

GWYNETH PALTROW BACKS CLEAN COLD MEDICINE 

A whopping 68% of plastic surgeons nationwide began seeing patients via telemedicine consultations during the pandemic, according to the American Society of Plastic Surgeons, continuing on a trend plastic surgeons had seen prior to the health crisis. According to reports, 64% of plastic surgeons saw an increase in consultations before coronavirus hit.

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The demand to get rid of wrinkles recently has been so high, some doctors have set up Botox drive-thrus, charging $300 a shot.

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