What does a serum do?

Facial serums have evolved from niche skincare boosters to essential formulations in modern beauty lines. For brand owners and sourcing managers, understanding what a serum does—and why it’s different from a moisturizer or toner—is key to positioning and development strategy in a competitive market.

What a Serum Actually Does

A serum is a concentrated formulation designed to deliver active ingredients deeper into the skin compared to creams or lotions. Its texture tends to be lightweight, often water- or oil-based, enabling it to absorb quickly and act on specific skin concerns such as firmness, hydration, or brightness.

Core Functional Roles of Serums

• Targeted delivery: High concentrations of actives like vitamin C, niacinamide, or peptides address defined concerns.
• Layer-optimized texture: Designed to be used before moisturizer for maximum absorption.
• Formulation flexibility: Can combine multiple performance ingredients, allowing brands to innovate faster.
• Claim differentiation: Enables marketing claims such as “brightening,” “firming,” or “anti-pollution” when backed by evidence.

Key Actives Commonly Found in Serums

Why Serums Matter for Brand Strategy

For companies and B2B buyers, serums represent a premium-accessible product opportunity with strong consumer demand and high repeat purchase rates. They fit clean beauty, derm-friendly, and minimalist skincare trends, making them versatile across retail channels.

Procurement Considerations

• Determine target market compliance (e.g., US, EU, or APAC labeling and claims).
• Request stability and micro test reports to validate performance and shelf life.
• Review sensory and packaging compatibility to avoid formulation/packaging issues.
• Ask for active ingredient documentation (COA, MSDS, formulation breakdown).

Frequently Asked Questions

1. Can a serum replace a moisturizer?

No. Serums deliver actives, but moisturizers provide occlusive hydration to lock in moisture. They work best when layered together.

2. How often should serums be applied?

Most serums are used once or twice daily, depending on concentration and tolerance. Always review use directions provided by the manufacturer.

3. What’s the ideal texture for a serum?

Typically light and fast-absorbing—formulators optimize viscosity to match the delivery system (dropper, pump, or ampoule).

4. Which claims require supporting data?

Claims such as “anti-aging,” “clinically proven,” or “reduces wrinkles” should be supported by instrumental or consumer test data.

5. Are serums suitable for sensitive skin?

Yes, if formulated with minimal irritants and supported by dermatological testing. Always confirm the full INCI and allergen status during sourcing.

Request a Quote to develop or source your next serum formulation with verified compliance, testing, and formulation support from LAEYO Labs.

Hi, I'm Alex Zong, hope you like this blog post.

With more than 20 years of experience in OEM/ODM/Private Label Cosmetics, I'd love to share valuable knowledge related to cosmetics & skincare products from a top-tier Chinese supplier's perspective.