Applied after cleansing/toning and before moisturising, a serum is a concentrated potion packed with a high dose of specific, powerful active ingredients. Having small molecules, it’s able to quickly and deeply penetrate the epidermis, delivering its goodness directly into the skin. Being so potent, serums are perfect for targeting your unique skin goals – such as hydrating, brightening, smoothing or firming; minimising discolouration; combatting acne; plumping and reducing fine lines and wrinkles.

Serums and moisturisers work on different levels, so your skin will reap benefits from both. Think of a serum as providing treatment and a moisturiser providing condition… the former depends on your skin concerns, while the latter depends on your skin type. As a serum is lighter and thinner than a moisturiser, it makes it perfect for layering.

While the serum delivers its benefits under the skin, the moisturiser works its magic on the skin’s upper layers. Being thicker and creamier, a moisturiser not only improves moisture levels and protects (providing a barrier between your skin and external elements), but also helps to seal in the serum’s actives and nutrients. Put simply, by combining the two products, you’ll amplify your skincare routine and achieve better results.

Serums are more expensive than moisturisers, but worth the investment. Packed with serious potency, a small dose of serum goes a long way, so the product lasts longer.

Here are our recommendations for serums you need on your radar…


Ideal for dry, aged or prematurely aged skin
Firming I Smoothing I Anti-Wrinkle I Hydrating I Youth-Boosting

Bestow youth-boosting firmness and plumpness with this award-winning concentrate. With an advanced delivery system, it includes advanced peptides that work to relax facial muscles, reduce depth of expression wrinkles, boost collagen formation and promote firmness and smoothness. Hyaluronic acid immerses the skin in precious moisture, while antioxidant-rich vitamins help to protect the cells from UV damage and the effects of pollution. Leaves the complexion hydrated, supple and rejuvenated.

Out of over 600 entries, the serum was voted as winner of the Pure Beauty Global Awards 2020 in the Best Premium Anti-Ageing Category.



Ideal for all skin types
Glamourising I Hydrating I Plumping I Smooths Imperfections I Boosts Luminosity

Instantly diffuse imperfections, illuminate the complexion and give skin the youth-boosting moisture it needs. This glamourising blend combines potent peptides that tackle the visibility of fine lines and wrinkles, while also enhancing elasticity and suppleness. Hyaluronic acid adds and locks down precious moisture. For a photo-finished look, light-reflecting diamonds exfoliate, energise and nourish. Skin lustre is improved and the appearance of shadows, wrinkles and discolouration is reduced. The complexion is bestowed with a covetable red-carpet-worthy glow.



Ideal for aged or prematurely aged skin
Cell-Boosting I Plumping I Lifting I Anti-Wrinkle I Youth-Boosting

Reduce the visibility of fine lines and wrinkles, and improve skin’s bounce with this deeply replenishing serum concentrate. Delivering youth-boosting benefits, it works on a cellular level for a lifted, more youthful-looking skin. Orchid stem cell targets cell growth and health, while a plant-derived stem cell peptide complex supports cellular function. An anti-ageing and antioxidant-rich liposome preparation encourages collagen production, adds brightness and improves skin’s tone. Leaves the complexion rejuvenated, firm and radiant.



Ideal for pigmented, acne-prone or sun damaged skin
Clarifying I Detoxifying I Antioxidant I Collagen-Boosting I Evens Skin Tone

Brighten, hydrate and bestow powerful skin protection with this potent serum that works hard to even out skin tone, minimise the appearance of dark spots and fight cell-ageing free radicals. The high vitamin C content plays an important role in maintaining healthy cell function and collagen production. Key ingredients are encapsulated in a liposome shell to ensure a fresh and active supply. Leaves the complexion more even and revitalised, with a lit-from-within glow.



Ideal for pigmented, acne-prone or sun damaged skin
Lightening & Brightening I Clarifying I Pore-Improving I Smoothing I Reduces Pigmentation

Counteract uneven pigmentation and lost luminosity with this advanced serum. Lemon peel lightens, brightens and minimises the appearance of dark spots, while resurfacing glycolic and kojic smooth skin’s tone and work to reduce discolouration. Vitamin B3 boosts hydration, helps to balance sebum production and improves enlarged pores. Antioxidant-rich and collagen-boosting vitamin C fights free radicals and provides valuable defence from UV exposure that causes premature ageing. Leaves the complexion with a radiant, even and soft finish.



Ideal for all skin types
Firming I Hydrating I Smoothing I Brightening I Protecting

Boost skin’s suppleness and plumpness with this fast-absorbing serum. Hawaiian seaplant offers a micro-exfoliating action, encourages cell renewal and enhances smoothness and suppleness. Nutrient-rich micro-algae conditions and firms, while plant collagen helps to reduce the appearance of wrinkles. Hyaluronic acid adds and locks in a surge of hydration. A powerfully antioxidant blend of vitamins A, C and E adds brightness, neutralises free radicals and offers defence against UV damage. The complexion’s texture, tone and quality is improved, while its appearance is fresh and revitalised.



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