In your body, Hyaluronic Acid (HA) fills the spaces between cells, protecting them by retaining water (up to 1000 times its own weight) and serving as a cushion. Almost half of the body’s HA is located in the collagen of the skin. Young skin gets its plump softness from the collagen that our bodies naturally produce keeping it well hydrated and giving us healthy full looking lips and cheeks. During the ageing process the body stops producing so much collagen and HA. As it disappears the water content of our soft tissue depletes and that youthful plumpness starts to disappear leaving some people with thinning lips, hollow cheeks and deep lines around the mouth: classic signs of ageing.