There is a lot of confusion surrounding serums — while people are aware of hair serums, not many know how facial serums, that are in demand nowadays, exactly work. About a decade ago, serums were only accessible to celebrities and the affluent, while a major chunk of the population relied on the good old creams and home-made face packs.
However, today a lot of OTC brands and entrepreneurs are making handmade and customised serums. While a serum is neither a cream nor an oil, and not even a moisturiser, it does wonders to your skin.
Bengaluru-based Madhurima and her husband Ramakrishna Gopal, who founded Aroma Essentials, an organic, handmade and customised beauty and skincare products brand, give us a low-down on what serums exactly do and how they keep your skin beautiful.
There has been a sudden rise in the demand for skin serums — more and more women and men seem to prefer them to creams. What is the reason behind it?
Well, serums penetrate inside the skin more easily than the regular creams. Also they are made in such a way that they can have up to 70 per cent active ingredients as compared to 5-7 per cent in the creams. Serums have runny texture and a pretty mild scent. The best thing about serums is that they are absorbed by the skin without making much efforts. They can be used alone or under daily moisturiser. As a part of your everyday skincare routine, they smoothen the skin and hydrate it well with regular use. Our range of serums contains carrot, and patchouli oil hydration which helps in strengthening the skin cells.
How can one choose serum according to one’s age and skin type?
Firstly, always think about the skin problem you wish to address and secondly, always consider the skin type you have. If you have an oily and acne-prone skin, select a face serum with salicylic acid and retinoids, as well as rosehip seed oil. For mature and dry skins, try something with hyaluronic acid and Vitamin C. Normal skin works well with glycolic acid, which traps the moisture and keeps the skin refreshed and rejuvenated.
What is the difference between a day and night serum? What are the dos and don’ts of applying serums?
The major difference is the ingredients and the properties. Day creams are usually designed to be worn under cosmetics. They have light, non-greasy formula so that they can be absorbed quickly and allow skin pores to breathe. They provide an oil-free canvas for foundation to glide on smoothly.
A night serum on the other hand, contains alpha-hydroxy acids and retinoids because these compounds have a tendency to make skin more sensitive to the sun. But they should be applied at night as the skin needs it for better strength and to prevent the damage that has taken place during the day.
There are no disadvantages of applying serum but you should choose a serum according to the problem you’re trying to rectify and use it in correct quantity. Those with dry skin should use serum in high quantity, whereas those with oily skin must use it in smaller quantity.
Since you are into customised and organic beauty products, how are your serums different from the ones available in the market?
Our serums are organic and made using finest natural ingredients. They are free of artificial fragrance, chemicals and are also demagogically tested. Plus they are suitable for all skin types.
What are the new varieties available in the market?
Today serums are available for all skin requirements such as freckles, age defying, acne control, skin brightening, skin strengthening, moisture serum and much more. There are serums for every purpose, for instance, there are serums designed for pregnant ladies to keep their skin hydrated. Glycolic acid serum exfoliates and intensely brightens while using only natural, skin-loving ingredients. And a retinol serum is the perfect first step to getting all the anti-ageing benefits without visiting your doctor. An oil rich serum hydrates the skin better than a regular moisturiser and a serum with a blend of AHA (alpha hydroxy acids) and BHA (beta hydroxy acid) acids gently removes dead skin cells, revealing baby skin you never even knew you had. There is a huge demand for customised serums too.
Are there special serums that beat pollution?
There are serums that check the skin damage which is a result of pollution. Serums that contain higher levels of Vitamin C are good for beating pollution as Vitamin C defends against impurities and replenishes the skin. Ones that contain cilantro and orange extract are also good for fighting the environmental aggressors.