A white tide

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Sonam Kapoor

Ever wondered what the rage about white skin in India is all about? Whitening creams and lotions have recently taken the beauty world by storm. Do they really work and can they make your skin change colour, yet retaining its smoothness and keeping it flawless?

Depending on your skin type, you can wear them completely on their own and are safe. Caroline Delaunay, head, makeup and skincare, L’Oréal shares how Indians don’t need to look overseas for their fill of serums that will suit their specific skin types and keep it young and fair.

Satin smooth
A face serum is almost like a cure for the skin, a product with the highest concentration in active ingredients and a very smooth texture. The concentrate penetrates the deeper layers of the skin, improves the skin’s ability to combat external aggressions and makes it more nourished. It helps the efficacy of the total routine while also treating very specific problems like ageing, lack of moisture, dark spots, etc.

The beauty of serum
Serums are very different as compared to regular creams. A cream is developed specifically to treat and to protect the skin from the outside. The maximum action of the cream is at the surface. A serum is made to penetrate the skin, infusing it with powerful formula. A high concentration of active ingredients is mixed with a formula that is designed to sustain their action as its maximum. The product has to be applied after toner and before any other skin care product.

Nude look
Face serums are very common in Asia, Europe and the United States. The first serum was made as an anti-ageing cure and was also adapted to blend in with Japan or Korean skincare routines where women use multiple layers of skin creams. The textures of the serums today are very thin and have an instant effect. This immediate benefit convinces women to use them more. It is an evolving trend in India and we can see a positive progression in the number of new consumers adopting serums in their beauty regime.
While these products are incredibly scientific, few of them are made using all-natural ingredients like ellagic acid, something that is found in various berries. So, not only do they provide an instant effect, but also do not harm the skin at all.