Dry skin can occur for many reasons. Skin can feel tight or rough, appear flaky, red or dull. Caused by stress, UV ray exposure, hormone fluctuations, environmental pollution, medications or the natural process of ageing skin, dry patches can be a concern for any skin type.  

Forever’s new Hydrating Serum boosts hydration with four types of hyaluronic acid, which help to seal moisture in and take hydration to deeper layers in the skin. It works to shield against environment stressors, and absorbs quickly into the skin with botanicals and plant fatty acids.

Here are a few frequently asked questions about serums, their ingredients, and the most effective use of serums in our skincare routines. 

What is a serum in a skincare routine and when is it used?

A serum is a skincare product has the intent of delivering powerful ingredients directly into the deeper layers of the skin. It’s particularly suited to this task because it is made up of smaller molecules that can penetrate deeper, and deliver a very high concentration of active ingredients. This makes them a great tool for targeting specific skincare concerns such as wrinkles, fine lines, dry patches, brightness, skin tone and texture, as well as unbalanced areas. Forever’s serums contain high amounts of aloe that work in tandem with ingredients to bring balance, and carry other ingredients further into the skin with its lignan properties. 

For this reason, apply a serum directly to your skin after cleansing or toning, and before your moisturiser and sunscreen. It is not meant to replace your moisturiser, but can boost and complement its hydrating effects.  

Why does Forever have two serums?  What is the difference?

Serums are used to address a variety of skincare issues. Infinite by Forever Firming Serum targets preventing the signs of premature ageing with its advanced peptide formula. Forever’s Hydrating Serum targets dry skin concerns with four types of hyaluronic acid, fatty acids and botanicals with high amounts of antioxidants. Both can be used with all skin types depending on individual needs. 

What is hyaluronic acid and why is this important?

Naturally occurring in the human body, HA (hyaluronic acid) works as a magnet for moisture, helping your cells retain as much as possible so that your skin feels, and appears hydrated, plump and healthy.

Roughly half of the hyaluronic acid in your body is present in your skin, where it binds to water to help retain moisture. It is critical in maintaining skin hydration, which can be broken down by free radical mechanisms caused by things like stress, UV exposure and pollution. Topically applied, it helps to hydrate the skin and maintain this hydration as a humectant: a substance used to reduce the loss of moisture. Hyaluronic acid, a powerful humectant that holds 1,000 times its weight in water to keep skin hydrated, protect from environmental damage and reduce the appearance of fine lines and wrinkles. And you can use hyaluronic acid every day as it doesn’t strip the skin when applied topically. A natural and powerful moisture-binding substance, it delivers gentle hydration to where your skin needs it the most for all skin types. 

Hydrating serum has four distinct types of four hyaluronic acid – why and what are their purposes?

Four kinds of topical hyaluronic acid, also called sodium hyaluronate, work together in Hydrating Serum to replenish water on the surface of skin and retain moisture from the inside, whilst improving elasticity. Here’s how the four varieties work:

• Ultra-high molecular sodium hyaluronate forms a protective dense film on the skin’s surface, which helps reduce the water loss from the inside while also providing continual moisturisation and anti-pollution support.

• Sodium hyaluronate keeps water like a sponge on the skin’s surface.

• An absorbable form of sodium hyaluronate drenches and saturates the skin, providing excellent hydration as it goes into the skin.

• Extremely low molecular sodium hyaluronate is rapidly absorbed into the surface layers of the skin, hydrating and restoring the skin from the inside.

What are other key ingredients in Forever’s Hydrating Serum?

This new product also contains a high concentration of pure inner leaf aloe vera gel, which benefits the skin with its ingredient carrying lignins, humectant and skin balancing properties. 

In additional to its ultra-hydrating hyaluronic acid, it also uses ingredients from around the globe to moisturise and protect. Coconut fatty acids help spread the serum easily over skin, while shea butter effortlessly glides across your face as it quickly melts upon application. Snow mushroom helps fight environmental stressors and tamarind has been shown to help improve hydration, promote better skin elasticity and smoothness, as well as reduce the appearance of rough skin. Olive oil, white tea and mimosa bark add to the power packed free radical fighting ingredients caused by various stressors. 

Who can use it and when is it best used?

Hydrating Serum is a complement to all skin types, but suitable when you have a dry area. You can use it on a certain area, or all over the face prior to your moisturiser. You can also use it in tandem with Forever’s other award-winning Infinite by Forever Firming Serum, which contain peptides that combat the signs of premature ageing. As a versatile product, apply it on other areas of your body that may experience dry patches, on the ends of dry hair or even as a primer later in the day prior to make-up. 

Sounds pretty great, right? I’ve been using it twice daily to help normalise my skin that has gotten a bit dry over the last few months, and noticed an improvement after only using it for a few days.  It’s now a part of my skincare regime morning and evening.  Forever’s Hydrating Serum with its hero skincare ingredient, hyaluronic acid, is an amazing reason you should slot it into your routine.