Abstract: A wrinkle treatment formulation is provided which is in the form of a gel formed of at least 95% by weight of a gelable hydrophilic polyurethane polymer base and a precipitated silica thickener gelling agent. Upon brushing the above-described gel formulation on wrinkled skin, the gel fills up wrinkles and dries to impart to so-treated skin a smooth substantially wrinkle-free appearance.