Vitamin C Brightening Active Serum 25ml

• An antioxidant serum that targets pigmentation and sun damage
• Contains the maximum concentrations of well-researched ingredients
• An extra stable form of Vitamin C so it’s fresh and effective when it meets your skin
• Oil-soluble Vitamin C can penetrate deeper and more effectively into the skin
• Ascorbyl Tetraisopalmitate is less irritating to skin than other forms of Vitamin C
• Includes a unique, innovative and naturally derived ingredient called Sepiwhite
• Sepiwhite works to inhibit melanin production to reduce the creation of future age spots
• Lactic Acid removes dead skin cells leaving behind a brighter, more radiant complexion

Glowy skin is all the rage these days, but dark spots, sun damage and pigmentation can really rain on that parade. Luckily, achieving beautifully radiant and even-toned skin is no longer just a figment of your imaginative daydreams. We took a deep dive into the science books to get this one just right, not only so it’s creamy and feels dreamy, but also to make sure it does the hard yards to diminish dark spots, peace out pigmentation, even out skin tone and bring back that brightness.

It's easy to chuck a few nice-sounding ingredients in a bottle and call it a serum, but we’re nothing less than obsessed with making sure our products do exactly what they say. There’s nothing worse than people (and products) that do all the talky-talky but none of the walky-walky. To make this serum superb and leave a lasting impression on your skin (and heart), we put a few heavy hitters on the job. As always, we only use credible ingredients in their maximum clinical concentrations.

First up, we use a specialised form of Vitamin C that scientists call Ascorbyl Tetraisopalmitate (AT), but we call it a triple threat. First off, it’s extra stable so it’s fresh and effective when it meets your skin – very important! Unstable forms can oxidise quickly rendering its good properties null and void, making it a waste of your hard-earned MOO-lah. AT is also oil-soluble which means it can penetrate deeper and more effectively into the skin. And finally, it’s known to be less irritating than other forms out there. Alright C, you big show off. Being an acclaimed antioxidant, not only does it lighten skin discolouration, but it also fights free radicals that cause skin ageing. AT loves skin so much that it’s been shown to stay in cells 40 to 80 times longer than other forms of Vitamin C and have 4 times the effect. But there is one downside to this seemingly perfect child: it’s very expensive. While we could downgrade and cut our costs, we think the difference it makes is worth every pretty penny.

We also use a unique, innovative and naturally derived ingredient called Sepiwhite that reports in for double duty. It works to inhibit melanin production in the skin to reduce the creation of future age spots. OK, we’re listening. It’s also proven to lighten dark spots and pigmentation meaning this 2-for-1 deal is not only a proactive preventative measure, but also deals with damage already done to create a coveted complexion. And finally, we had to invite our favourite AHA to join the show. Lactic Acid removes dead skin cells from the surface of the skin through enzymatic exfoliation leaving behind a fresher, brighter, more radiant complexion. It also pitches in to help fade dark spots and smooth out skin tone, another double whammy. Dark spots don’t stand a chance. Since we don’t use any harsh bleaching ingredients, and because good things take time, you’ll see your dark spots lighten and your skin brighten with consistent use over time. While using any brightening products, avoid sun exposure, or wear a hat and sunscreen when spending time outdoors.

Water (Aqua), Glyceryl Oleate Citrate, Simmondsia Chinensis (Jojoba) Seed Oil, Caprylic/ Capric Triglyceride, Ascorbyl Tetraisopalmitate (Vitamin C), Cetearyl Alcohol, Xanthan Gum, Lecithin, Sclerotium Gum, Pullulan, Butyrospermum Parkii (Shea) Butter, Undecylenoyl Phenylalanine (Sepiwhite®), Lactic Acid, Tromethamine, Phospholipids, Glycine Soja (Soybean) Oil, Glycolipids, Glycine Soja (Soybean) Sterols, Tocopherol, Piroctone Olamine, Citrus Reticulata (Tangerine) Peel Oil, Potassium Sorbate.

Because we make our products for our families, we have a strict ingredient philosophy that excludes ingredients like Parabens and Phenoxyethanol.

We show all of the ingredients we use in our products on our website, not just the pretty ones. That way you know exactly what's in each one, and can get in touch if you have any more questions.

Please be aware that the ingredients we use in our formulas may be updated occasionally and therefore vary from time to time. Please refer to the ingredient list on the product packaging for the most up-to-date and relevant list of ingredients.

What happened to your Vitamin C in Squalane formula?

We think it’s important to regularly revisit our formulas to ensure we’re providing products that are as beneficial and effective as possible. Sometimes this means we make tweaks to existing formulas, but other times it means we have to say goodbye to an existing product to make room for a new one. In this case, while looking into new ingredients to address dark spots and pigmentation, we found a few others we wanted to use alongside Vitamin C to increase the effectiveness of our offering. Using additional ingredients meant we had to revise the format of this product and change it from an oil to a serum, which we think our customers will love. Our new Vitamin C Brightening Serum still contains the extra stable, oil-soluble and non-irritating form of Vitamin C we always use (Ascorbyl Tetraisopalmitate), but now it's paired with 2 other pigmentation targeting powerhouses. Sepiwhite and Lactic Acid bring you a 3-pronged approach (prevention, diminishing and exfoliation) to achieve a brighter and more radiant complexion.

What are the benefits of Vitamin C?

Vitamin C is an amazing ingredient, but there are many different forms of it out there and they’re not all created equal. We only use the type of Vitamin C called Ascorbyl Tetraisopalmitate, and one of the main reasons is because it’s extra stable. This means that it’ll be fresh and effective when it meets your skin – very important! Unstable forms can oxidise quickly rendering its good properties null and void, making it a total waste MOO-lah. Vitamin C is a well-known, fantastic antioxidant, and in skincare products, it fights free radicals that cause skin ageing. But it also brightens skin tone, firms and improves skin texture, and lightens dark spots and discolouration over time.

The new formula has a lower % of Vitamin C that the old formula. Why is that?

Yes, this is correct, but let us explain as there are a few reasons for this. Since we were changing the formula, we had to reduce the amount of our oil-based Vitamin C so that it could mix into a serum format without affecting the stability of the product, so including the same % of Vitamin C was no longer possible. But what did become possible was the ability to include a few other very effective ingredients to target pigmentation, namely Sepiwhite and Lactic Acid. The amount of Vitamin C we include now is the same % used in the clinical trials done by our supplier to ensure its effectiveness against dark spots and discolouration.

Is Sepiwhite (Undecylenoyl Phenylalanine) a natural ingredient?

Sepiwhite is a naturally derived ingredient and is certified by using agricultural organic raw materials and manufacturing processes that are clean and sustainable. It is a powerful lightening ingredient that is gentle on the skin and free of the side effects commonly encountered with effective ingredients like Hydroquinone.

What other products do you recommend to address pigmentation concerns?

In addition to fine lines and wrinkles, uneven skin tone, dark spots, and sun damage can also make the skin look older and less vibrant. While our products work well on their own, we think they work best together. Teamwork makes the dream work! To target pigmentation issues most effectively, we recommend using this serum in conjunction with our Pigmentation Brightening moisturizer as they work together synergistically. This one is made with the 3 best, natural brightening ingredients available and used in their full concentrations: Alpha Arbutin, Emblica and Vitamin C. We also recommend a routine with regular, but gentle exfoliation to remove dead skin cells from the surface of the skin leaving behind a fresher, brighter, more radiant complexion. Our Gentle Exfoliating Micro Powder is a clear choice for its 2-pronged approach to exfoliation: physical and enzymatic. Since we don’t use any harsh bleaching ingredients, and because good things take time, you’ll see your dark spots lighten and your skin brighten with consistent use over time. While using any brightening products, avoid sun exposure, or wear a hat and sunscreen when spending time outdoors.

How do you apply serums and moisturizer?

As always, your skin routine should always be based around your skin type, specific skin needs and personal preference. In general, serums are most effective when applied to clean skin. Allow a few minutes for the goods to soak in and apply your favourite moisturizer over top. For best results, consistency is key, so we recommend using your serum of choice every morning and night before you apply your moisturizer. To keep things simple, we suggest sticking to one serum and one moisturizer per application, but if you have more than one of either on hand, you can alternate between them (for example, one in the AM and one in the PM) based on your skincare goals.

Can this serum be used around the eyes?

We like to keep things simple even if marketing can sometimes tell us otherwise and tries to convince us that we need a different product for every part of the body, and even different parts of the face. All our serums (and cleansers and moisturizer too) are gentle enough to be used anywhere you like, including the delicate skin of the eye area. However, we don’t recommend applying anything directly to your eyes or eyelids and suggest taking extra care with this area by applying your serums and moisturizers around your orbital bone as the product can spread out and migrate a bit as it warms up to your body temperature. If product does get into your eye, simply rinse with water.

What ingredients do you avoid when making a serum?

There's lots of things you won't find in our serums (or any of our other products for that matter) because they were all formulated for family members and close friends, and we wanted the best for them. We steer clear of ingredients like Paraffin and Mineral Oils derived from petroleum but are commonly found in commercial moisturizers. We don’t think putting the stuff that goes into our cars on our skin is the healthiest thing we can do. We also don't use any synthetic preservatives such as Parabens and Phenoxyethanol, although they're still pretty common, even by a few brands that claim to be natural (you know who you are!). We avoid a lot of other things too, but there’s way too many to list here. Instead, we just stick to natural and effective ingredients for healthy skin.

How do antioxidants work?

One part of skin ageing is caused by free radical damage. Free radicals are molecules that have become short of an electron. To become stable again, free radicals seek out other molecules and can take an electron from them. This causes cell damage leading to skin ageing, among other things. Supplying antioxidants to the skin helps mop up these pesky free radicals so they leave your cells alone. But it’s important to ensure that the antioxidants are still fresh and effective by the time they meet your skin and get deep enough into the skin to do their good work. That’s why we choose only to use ingredients that are stable as unstable forms can oxidise rendering their good properties null and void. We also use quality ingredients that are well-known to be beneficial to and compatible with human skin and are also paired with an effective delivery system to make sure they get into the skin where they need to be.

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