Cosmetic serums are applied to the hair, skin or nails for a desired effect. They tend to be made with expensive ingredients, costing an average of $17 to $200 per ounce, to deliver a significant, visible effect. With premium skin care growing in popularity, serums are attracting discerning consumers in increasing numbers.
Cosmetics serums forecast for growth
Global serums market set to increase to $6.87bn by 2020, with Americas the top current market
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Global beauty drinks market set to grow 11.5% to 2019
Read moreThe trend is growing as consumers welcome the concept of "beauty from within"
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Ingredients
The Ordinary opens ‘playful’ PDRN pop-up highlighting viral ingredient in first-ever eye cream
Visitors to The Ordinary’s immersive experience in London, UK, will learn about the vegan biotech-derived PDRN used in the Estée Lauder Companies-owned skin care brand’s new Lacto-PDRN 4% + B9 Eye Cream
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Ingredients
Byoma aims to ‘democratise’ longevity beauty category with £25 serum
Byoma has entered longevity beauty with Longevit-8 Peptide Serum – formulated with a patented GHK-Cu Longevity Matrix, vegan Phyto-PDRN + NMN, and the brand’s signature Tri-Ceramide Complex to boost skin prejuventation – stating the category should not be about ‘premium price points’
Fragrance
Estée Lauder Companies on helping acquired ‘indie’ brands thrive as The Ordinary nears $1 billion sales
Estée Lauder Companies’ CEO Stéphane de la Faverie has discussed how a new model under the beauty giant’s ‘Beauty Reimagined’ turnaround efforts has helped fuel the growth of brands such as The Ordinary and Kilian Paris
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Hair Care
Trichologist Anabel Kingsley’s debut book challenges hair misinformation
The Brand President of Philip Kingsley has launched her first book – Haircare: The Ultimate Guide by Anabel Kingsley – which aims to educate consumers on hair and scalp care, debunk popular hair myths, and breakdown trends such as longevity and the ‘skinification of hair’