MIndy’s CallIng

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“The beauty of a serum is that most of
the fluid is eliminated,” Wilson says, “so
what you’re left with is a high concentration
of active ingredients.” Serums contain
the most potent dose of anti-aging
ingredients—antioxidants, peptides, and
skin brighteners such as kojic acid—you
can find in nonprescription products.
“They’re the true workhorses of any
product line,” Wilson says.
And because active ingredients are
more expensive than thickeners,
serums are also the costliest product in
many skin care lines. But when applied
Reviewed by Mohiba K. Tareen, MD
WebmD Skin Care Expert
AppliCATiON FORM
adding a serum to your daily
beauty routine? Here’s how to
apply these lightweight elixirs
for maximum effect.
1. After cleansing your face,
apply a pea-sized amount of serum,
patting it evenly over skin
with your finger.
2. If you have sensitive skin,
wait 10 to 15 minutes after
washing your face before using
serum. “When your skin is damp,
applying a water-based product
is more likely to lead to irritation,”
says dermatologist Jessica
Wu, mD. “allowing your skin
to dry completely slows down
penetration.”
3. You don’t need to skip the
moisturizer you love. Just pat on
your serum first, so it isn’t blocked
from penetrating your skin.
4. Is your serum too pricey for
twice-a-day use? Borrow this trick
from cosmetic chemist ni’Kita
Wilson. use the serum as a booster
either a.m. or p.m., adding a couple
of drops to your moisturizer.
W ebMD.coM 24 JAN/FEB 2013
properly, a 1-ounce container of serum
should last months. Many brands come
in pump bottles or have medicine-
dropper applicators to dispense just the
tiny amount you need.
Those few concentrated drops are
super-efficient. Serums are the made
of very small molecules, so the skin
absorbs them quickly and deeply. “The
thicker, heavier ingredients in creams
form a barrier on your skin,” Wilson
says. “That’s great for locking moisture
in. But it can also lock active ingredients
out. Without these hindrances, the
active ingredients in a serum penetrate
your skin faster and more effectively.”
Jessica Wu, MD, a Santa Monica,
Calif., dermatologist, and author of
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