Serums – they’re all the rage! Brightening, clarifying, anti-aging, firming, no matter the skin issue, there’s a serum for that. But what are they, and what do they do? In short, serums are concentrated compounds of key ingredients, often from plants or other natural sources, formulated for a specific purpose. They provide a relatively easy way to customize one’s skincare routine and reach desired goals. Serums are often light, sometimes oil-like, and they absorb quickly. Make sure you read the directions, as serums vary in how they should be applied based on their active ingredients. Use your moisturizer when indicated to lock in the powerful benefits.