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It is the undisputed star of beauty and wellness aisles — and of social media. For several years now, collagen has been presented as the must-have product for anyone wishing to look after their health and stave off ageing. Its promise? To combat joint pain, increase muscle mass and, above all, promote skin hydration, firmness and elasticity to keep the signs of ageing at bay.

The "collagen mania" no longer stops at the doors of para-pharmacies and specialist health-food and wellness shops. In recent years, cafés in London, Paris, Geneva and Lausanne have added drinks and dishes enriched with the precious molecule to their menus, while dedicated "collagen bars" focused on skin health have opened their doors.

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