That’s why you need to include a serum in your beauty routine

“I believe in serums, because the water-based ones have the ability to convey the active ingredients, increasing their strength. The 5% niacinamide in a serum is more effective and easier to penetrate, thus speeding up the process of action. Serum usually has a dry, water-based formula. For me it must be on a hydrophilic basis, because 98% of the ingredients are solubilized in water, much less are those soluble in fats, used in the lipolytic serums “, so Camilla D’Antonio founder and scientific director of Miamo explains why for her the serum is one of the fundamental elements of a beauty routine that really works.

The face serum represents one of the most precious allies for skin well-being, it has a concentrated formula, which, inserted in the frame of a versatile texture, guarantees highly performing results. It is also particularly appreciated because its texture is fluid, thin, light and, above all, rapidly absorbed, particularly perfect, ideal in summer. Precisely for these characteristics it represents a key player in the daily beauty routine, acting as a bridge between the cleansing product and the usual treatment cream, but it does not replace this.

The Miamo brand is one of the most specialized in serum formulations, it was born with a serum 10 years ago, in 2012 in the United States, and today it is present in almost 1000 pharmacies, it sells almost 300 thousand serums a year, thanks also to the five online consultants who assist clients every day, about 18 a day, and today accepted the latest challenge: to create a Solar Serum.

«The difficulty was to create a non-comedogenic texture, which contained filters to contrast UVA, IR, UVB, blue light and pollution. Broad spectrum protection is needed since there are two types of light, natural and artificial, with varying wavelengths, blue light is infrared (IR) radiation and goes deep. In addition to radiation, the skin has to deal with pollution, which increases wrinkles, spots, dehydration and flaking, and which worsens when external temperatures exceed 18 ° C, because harmful substances are generated for the skin and cause damage. from photo-aging and hyperpigmentation. This is why I wanted a Spf 40, but with a chemical filter and which absorbs the rays and does not reflect them, as a physical one would do, among other things difficult to insert in the formulas, it would occupy most of the space, so as not to affect the classic lightness of serums ».

Face serum: everything you need to know