How to get Serum Savvy

Struggling to decode the lowdown on ‘which products do what’?
We hear you, so say hello to the first in our series of ‘BB Beauty Dictionaries’ – a straightforward guide to serums, and why we can’t get enough of them…

SERUM| SE·RUM| SIRƏM/

A serum is a fast absorbing liquid specifically formulated with a higher concentration of active ingredients and packed with anti-aging and skin benefiting properties. Making a serum a part of your daily beauty regime will improve the overall condition of your complexion, minimizing fine lines and firming up skin tone.

MOISTURISING CREAM VS. SERUM
Moisturising creams have a thick consistency because they’re loaded with seed oils, petrolatum, mineral oils and occlusive (an ingredient that creates a film on the skin and prevents moisture loss).
What serums lack in this department they more than make up for with their potent anti-ageing concoctions. They might cost more, but a little serum goes a long way, and a good serum will leave your skin feeling deeply moisturised, without the sticky residue that some creams leave behind.

ARE SERUMS FOR EVERYONE?
Sufferers of skin conditions like eczema may find serums lacking in the moisture department. If that’s the case, try combining a serum and moisturiser.

HOW TO APPLY A SERUM
1. Squeeze a pea-sized amount of liquid onto fingertips and pat over dry, clean skin.
2. If skin is sensitive, apply serum ten to fifteen minutes after cleansing the face, to minimise irritation.
3. If a serum is too pricey to use both a.m. and p.m., alternate your serum with a good daily moisturiser, and make your moisturiser last longer by adding a few drops of water to it.

ONES TO WATCH
1. Serums enriched with antioxidant ingredients like Vitamin C or grapeseed extract to protect skin against sun damage and fight free radicals.

TRY: Woolworths Evening Recovery Facial Oil with Evening Primrose oil and olive squalane (R199, Woolworths).

2. Serums containing anti-inflammatories like zinc, aloe vera and arnica to reduce redness and prevent cell damage.
TRY: Elizabeth Arden Skin Illuminating Brightening Eye Serum (R360, Elizabeth Arden counters).

3. Serums rich in hydrators like amino acids, fatty acids and ceramides to build cell membranes and strengthen the skin barrier.
TRY: Dead Sea Mineral Serum Time It (R179.95, Dis-Chem).

Has using a serum made a difference in your life? Share your serum stories with us below…