What's With Serums In Everything?
Her World Singapore|January 2022
More products are now made with serum formulations. Just what is it all about and what makes it so trendy?
Ruth Chew

Serum foundations, UV-serums and serum moisturisers.

Wasn’t it just yesterday that we got our first serum foundations? I remember it as clear as day in 2017, when the first iterations of serum foundations came into play: They were rich with hydrating ingredients and glided over my skin like silk.

Fast forward to today and we are now inundated with a plethora of products with the word “serum” on the label. How do you figure out what’s what?

WHAT IS “SERUM”?

It’s basically a lightweight, concentrated formula that addresses skin concerns with active ingredients. It usually has a fast-absorbing liquid consistency and delivers a high dose of nutrients into your skin.

HOW ABOUT SERUM FORMULATIONS? AND WHAT DO THEY DO?

So now, imagine the same lightweight formula, but with a dual purpose. Besides what serums are supposed to do, like deliver hydration, brighten dull complexion, or firm sagging skin, serum formulations fuse the best of that with another function, such as UV protection or makeup coverage.

The first of its kind were serum foundations – lightweight foundations with serums that even out your skin tone while hydrating skin. The sheer texture is easily buildable to provide more coverage. Since they offer enough coverage, just throw on concealer to cover imperfections and go from makeup-free to ultra-dewy with a layer or two.

The latest crop of serum formulations are serum sunscreens, or UV serums. These multitasking sunscreens now combine hydrating properties with broad-spectrum UVA and UVB protection into a fluid texture that is quite unlike any sunscreen you’ve tried before.

The UV serums are easy to apply and do not leave a white cast like some sunblocks do, so you can apply and layer over with foundation or powder if you wish.

WHY SERUM FORMULATIONS ARE GOOD FOR YOU

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