Serums

Brand guide

About Serums

Serums are concentrated leave-on steps used after cleansing and before moisturiser. They are best when chosen for one clear job: hydration, pigmentation, breakouts, redness, texture or visible ageing. A serum should make the routine more focused, not turn it into a stack of competing actives.

Brand science

Key Technology

Serum technologies can include hyaluronic acid, vitamin C, niacinamide, retinol, salicylic acid, Melasyl, PHA and antioxidant complexes. Because serums stay on the skin, tolerance matters. The formula, strength and frequency should suit the skin type and the rest of the routine.

Shopping guide

How to Choose

Pick one serum goal first. Use hyaluronic acid for dehydration, vitamin C for dullness, pigment serums for dark marks, salicylic acid for congestion and retinol for texture or ageing support. Avoid starting several corrective serums together; it makes irritation and results harder to read.

Serums FAQs

Common questions about Serums products and routines.

Which serum should I choose first?
Choose one serum for your main concern. Vitamin C or pigment serums suit dullness and uneven tone, hyaluronic acid suits dehydration, salicylic acid suits oily congestion, retinol suits texture and ageing, and niacinamide supports balance and comfort. Do not start several corrective serums together; your skin cannot tell you which one is working.
Should serums be used before or after moisturiser?
Most serums go after cleansing and before moisturiser, but always follow the specific product directions. Lightweight hydrating or antioxidant serums usually sit well under cream and SPF. Strong active serums may be better introduced at night or on alternate days. Moisturiser helps reduce irritation and seals in comfort.
Can I layer multiple serums?
Yes, but only when each serum has a clear role and your skin tolerates it. A hydrating serum plus one corrective serum is usually more sensible than three strong actives. Avoid layering acids, retinoids and high-strength brightening serums without a plan. If the skin becomes tight or reactive, simplify.