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Have you ever heard of natural face serum? Brands are popping up left and right to jump on the serum trend and it can be tough to find one that helps you reach your #skingoals while also being eco-friendly. But don't worry…I’ve got your back! Today we are going to talk about natural face serum!
Natural Face Serums we 💚
What's the best natural face serum? Let’s dive in!
Good for: Sun damage, hyperpigmentation and fine lines
Standout ingredients: Pomella trademarked pomegranate extract, fermented Wasabi extract
Blissoma's Aura Serum is a synergy of stabilized Vitamin C, brightening herbs and incredible botanical antioxidants make this golden fluid your ultimate daily essential for luminous skin. It is suitable for all skin types, including sensitive and acne-prone skin. Boasting over 90% active ingredients, this raw botanical serum offers more than synthetic competition.
Polyphenols from Pomella ® whole pomegranate extract give skin a superfruit boost to counter environmental damage. Coenzyme Q10 adds to the restorative power of this serum and absorbs easily to give a firmer, more resilient look to the skin.
Stabilized Vitamin C means you don't have to worry about your serum losing efficacy over time. Get all the vibrant benefits of Vitamin C plus herbs like licorice, gentian root, and uva ursi that help brighten the appearance of skin.
Aura supports skin before and after sun exposure. Seeing some hyperpigmentation? This safe, nutritious fluid will help you lighten and brighten the look of skin safely. There's no worry about irritation from strong acids or retinol either. Looking your best doesn't have to hurt.
Aura layers effortlessly under your final moisturizer, sunblock, or foundation so you’ll never feel greasy. Nutrition now is better than damage later, and this serum delivers a healthy look that will last.
Based in St.Louis, Blissoma makes its product boxes with FSC Certified paperboard to ensure sustainable planting of trees. Their formulas are also biodegradable, toxin-free, and packed with organic plant nutrition that deeply supports and balances the skin.
Good for: Hydration & Collagen Boost
Standout ingredients: 14+ Botanicals and Vegan Vitamins A, C,E, and Q10
Calli Essentials Triple Face Serum is brimming with skinamins–new word for skin vitamins + nutrient–-so it's more like a topical supplement that I'm planning to douse myself in this winter for sure.
It’s got 14+ nutrient-dense botanicals including vegan vitamin A and vitamins C, E, Q10, pomegranate, blackberry, and rosehip, all working together to give your skin a collagen boost.
This serum covers all the bases: irresistible fragrance, smooth glide that absorbs quickly, instant buttery skin, and stellar ingredients which deeply penetrate below the dermal layer leaving the skin hydrated, supple, and glowing.
Apply a few drops directly to the face, neck, and decolletage. You can also mix a few drops in with your favorite moisturizer to enhance its benefits.
Spritz a few pumps of your favorite hydrosol or tonic in the palm of your hand with a drop or two of the serum, mix together, and apply them to the face for a lighter daytime application.
About Calli Essentials
Calli Essentials is rooted in Aromatherapy and is free from glycols and petroleum extraction. All of their ingredients are sourced ethically, and they take a small-batch approach to everything they make.
Being eco-certified and cosmos-approved means the raw ingredients are Non-GMO and produced without the use of chemicals, pesticides, and whenever possible, organic.
Their cruelty-free and never tested on animal formulas can be found in their line of affordable skincare, including their natural toner and cleansing milk that I am basically in love with!
When ancient wisdom finds its way into current formulations, you know there's a simple but solid reason why: it works!
Good for: All skin types
Standout ingredients: Vitamin C and hyaluronic acid
My favorite thing about Activist Skincare is its refillable skincare system. Providing their customers with refill pouches, it's helping to keep the products fresh, divert CO2 emissions, and reduce plastic waste!
According to their website, a pouch travels 8,300 miles thanks to US-based (California) manufacturing. Meanwhile, a new glass container will travel ~17,000 miles per cycle of recycling and remanufacturing. Plus, their products are shipped with low-impact packing materials that are recyclable and/or compostable and made with post-consumer waste!
The Active Hydration Serum is Activist Skincare's best seller! Vitamin C brightens dark spots and supports collagen production to promote firmer skin. At the same time, hyaluronic acid binds moisture to the skin, boosting hydration while minimizing fine lines and other signs of aging!
Based in Southern California this small batch studio is giving us glowing skin and advocacy, hence the name Activist Skincare.
What you won’t get with Activist is cheap fillers that are full of toxins, they use pure and environmentally sustainable ingredients that are vegan and cruelty-free.
They are also a member of 1% for the Plant and donate at least 1% of annual sales revenue to environmental advocacy. What I love on top of their refillable skincare is their priority to work with suppliers, vendors, and partners that are women and people of color.
Good for: All skin types, dry skin, anti aging
Standout ingredients: New Zealand Native Red Seaweed and New Zealand Native Black Fern
The Organic Skin Co. is a vegan brand committed to organic farming and replenishing the soil with its compostable packaging. Even better yet, their glass serum bottles are upcycled and fully recyclable. And what cool ingredients…the New Zealand Native Red Seaweed replenishes the skin while the New Zealand Native Black Fern leaves you feeling hydrated and refreshed.
High-performing skincare that cares for you and our planet, The Organic Skin Co. ensures that its organic products come straight from the earth.
About The Organic Skin Co.
Having a family full of herbalists can almost guarantee that you know what you’re doing regarding pure ingredients at the heart of this company. The family that runs it their cruelty-free products will satisfy you with a beautifully clean face.
Good for: Aging and wrinkles
Standout ingredients: Blue tansy
Beauty by Earth is leaping bunny certified, has clean ingredients in all of their products, is certified plastic neutral, and makes their recyclable packaging with clean energy! Wowza.
In my opinion, this is the best organic face serum for aging skin! Vitamin E from sunflower oil is known to help promote cell reproduction and protect the skin from UV damage. The blue tansy and jojoba seed oil also hydrates your skin while helping to combat redness, irritation, dryness, and inflammation.
About Beauty by Earth
Beauty by Earth lives up to its name, dedicated to pure ingredients that are all-natural, non-toxic, and vegan, you can rest easy knowing this company has earth’s best interest in mind. With high safety ratings, their products are exclusively organic with a top rating from the Environmental Working Group (EWG).
Good for: Dry skin
Standout ingredients: virgin Kalahari melon seed oil
Effective yet affordable, Twinkle's facial oil is one of the best natural face serums for dry skin! This is thanks to their all-star ingredient lineup, including Tocopherol oil (Vitamin-E) which helps repair and nourish your skin, and Virgin Kalahari melon seed oil which will unclog your pores while moisturizing and firming your skin all at the same time.
The #GirlBoss energy that comes from Twinkle Apothecary is hard to deny, the grounding effect that comes from the natural ingredients she uses to create her products is sure to make you feel closer to nature.
As a vegan company, her products only come from earth’s very best ingredients in their natural form, this company is also dedicated to zero waste, and the packaging is made from recycled materials. The owner even dumpster dives to reuse bubble wrap.
Good for: Sensitive, dry skin
Standout ingredients: Hyaluronic Acid, Nordic Sugar Beets, Hop flower
Green People is an organic, cruelty-free skincare brand based in the UK (heads up, their products are only available in select countries).
Their Hyaluronic Booster Serum is fragrance-free, which is ideal for sensitive skin. It’s fast absorbing, and the hyaluronic acid leaves the skin feeling plump and fresh, while hop flowers target hyperpigmentation and age spots to enhance skin tone. It’s also certified COSMOS Natural by EcoCert with 100% natural ingredients and 22.8% of the total ingredients from organic farming!
About Green People
Driven by the love of a mother, Charlotte created this company to tackle her daughter's multiple skin allergies when she couldn't find a natural remedy to buy… and voila, a company was born!
Most products are Vegan Society certified, and the rest are vegetarian. The ingredients come from organic farming and are sustainable. Green People also donates 10% of their net profit yearly to charities like the Marine Conservation Society, Penny Brohn Cancer Care, and Chestnut Tree House.
Good for: Dry skin
Standout ingredients: Blend of five ceramides (np, ns, ap, eos, eop)
Cocokind is such a cool brand! They are one of the first I’ve seen out there that tells you the carbon emissions of each of their products during the entire product lifecycle. Their products are also made in Vermont and with ethical labor.
Their ceramide barrier serum does it all; souths, nourishes, plumps, and hydrates! This is all thanks to the ingredients that encourage ceramide production. A blend of five different ceramides reduces moisture loss and protects against dehydration, irritation, and signs of aging. Each serum produces 2.0g of carbon emissions (for context, one to-go coffee is 600g!).
Botanical-forward skincare is what you will find at Cocokind, most of their products are organic and they put a lot of care and time to source ingredients to ensure safety and sustainability. With the exception of their beeswax products, the products are vegan and cruelty-free.
What is a face serum?
Face serums are a skincare product that is best known for leaving our skin plump and smooth. They are usually lightweight formulations containing anywhere between one to several active ingredients, usually suspended in water or oils.
Face serums are hugely popular in the US right now, and this trend is only expected to grow as the US Skincare Market is projected to reach USD 37.13 Billion by 2026 (up from USD 26.92 Billion in 2018).
Why switch to a natural face serum?
The short answer? You want to avoid the toxic ingredients found in many conventional face serums! Like makeup, body wash, face wash, moisturizer, and makeup remover, the ingredients in our skincare can also be harmful to the human reproductive system and nervous systems and accumulate in the body causing long-lasting damage. For example, chemicals like paraffin, polyethylene glycols, petrolatum, parabens, synthetic fragrance, and perfume should all be avoided.
How to choose the right natural face serum for your skin?
If you want the best natural face serum, check out these tips below first.
I also have a full guide on how to choose the best natural cosmetics!
Slow and steady wins the race
Our skin barrier doesn’t like drastic change (unless you are one of the lucky few who can wash your face with bar soap and come out unscathed). With this in mind, transition to natural face serum slowly.
Try before you buy
Take advantage of the companies that let you try samples or smaller sizes of their product to see how the natural face serum interacts with your skin before you buy the full size. Reactions can happen sometimes so it's better to be safe than sorry.
Think about your skin type
The best all-natural face serum for you will depend on the skin concerns you want to address.
Some of the most common active ingredients and their benefits include:
- Vitamin C: increases collagen production, enhances skin’s repair process, and reduces inflammation
- Retinol: helps with aging and wrinkles, reduces inflammation
- Salicylic acid: unclogs pores
- Vitamin E: helps with aging and wrinkles
- Niacinamide: improves skin elasticity, promotes ceramide production
- Glycolic acid: gently exfoliates your skin and lightens discoloration and sunspots
- Hyaluronic acid: helps skin retain moisture
How do we choose the best natural face serums?
There are several different factors we look at when examining any clean beauty product:
Good ingredients: Ingredient transparency is SO important when it comes to skincare… you are putting that stuff on your face! This is another reason to switch to a more sustainable face serum made with natural ingredients. When in doubt, you can always check The Campaign for Safe Cosmetics website and the Environmental Working Group (EWG) database to see the ingredients in your product.
Be on the lookout for greenwashing with this one. Many skincare companies use the term “organic” to try and confuse customers that their products are eco-friendly when they are just taking advantage of the relaxed regulations about product labeling.
Vegan: Vegan companies do not test their products on animals, use ingredients tested on animals, sell products in countries where animal testing is required by law, or are owned by a parent company that uses animal testing. Then, (and only then) can a company claim their product is “cruelty-free” (look for the leaping bunny icon).
Cruelty-free: we steer clear of any products that could be tested on any animals.
Palm oil-free: While a good source of vitamin E, palm oil that isn't sustainably harvested should be avoided if possible. This is because the unsustainable harvesting of palm oil contributes to the loss of natural biodiversity and oftentimes, local populations lose their rights to their land.
Sustainably sourced: Here, we can ask ourselves: are workers paid a fair wage and operating in safe conditions? Or are they being marginalized or exploited? Are climate-friendly production methods being followed? The answers to these questions usually depend on where your “sustainable face serum” was sourced, manufactured, processed, and transported.
Better packaging: Most face serums come in glass bottles with rubber parts or a dropper so that you can throw this in your regular recycling bin. While many companies like Terracycle have programs where they will recycle packaging for consumers, we still have a ways to go.
A Final word on natural serums
Whether you're a teenager just starting your skincare journey or a skincare veteran with a go-to-regime, everyone deserves to look and feel good!
But building your dream zero waste bathroom can become a challenge for the eco-conscious as countless skincare brands are marketing themselves as “clean beauty”, yet don’t have the certifications and standards to back up their claims.
However, I hope today you feel a little more confident about what US-based skincare brands are a good place to start when purchasing a new natural face serum. If you found this article helpful, please share it or comment below! 🙂