From business models to actual models, the men’s grooming industry is in the middle of a revolution. We're assuming you've noticed that your choices in the personal care aisle are no longer limited to Head & Shoulders vs. VO5 or Old Spice vs. Speed Stick, but do you know what all of these new-age goodies even do? Let's start today with with facial serum: those little vials of skincare magic that, with any luck, you haven't mistaken for moisturizer.
Think of serum like the vitamin-packed shot you add to your protein shake, smoothie, or cold-pressed juice in the morning. It’s a highly concentrated add-on, which promises to get you the results you want from your skincare products more quickly and effectively. These water-based, liquid concentrates usually target specific concerns, like reducing wrinkles, adding brightness, fighting acne, or enhancing hydration.
Serums go on after you wash your face, but before you use moisturizer (again, they shouldn't replace your moisturizer), and tend to have a slightly gooey, though relatively quick-drying consistency, due to being comprised of smaller molecules. These smaller molecules make it easier for your skin to soak up the vitamins and other goodies loaded into each bottle. It also usually means they spoil more quickly than your other products—so you don’t want to let them sit in your medicine cabinet for two years. There are even ones designed specifically for nighttime use, so you can slather them on for maximal results in the morning.
Here are a few serums we like and what they’re used for. Like that whey protein you add to your post-workout smoothie, once you get used to using a serum, you might not be able to imagine life without it.
Aesop Parsley Seed Anti-Oxidant Serum, $73, available at nordstrom.com
Perricone MD Blue Plasma, $95, available at bluemercury.com
Dr. Barbara Sturm Calming Serum, $250, available at mrporter.com
Kiehl's Age Defender Power Serum, $50, available at neimanmarcus.com
Vivant Skin Care 8% Mandelic Acid 3-in-1 Serum, $60, available at dermstore.com
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