A face serum is a lightweight, fast-absorbing treatment packed with a high concentration of actives. Where a moisturiser seals in hydration on the surface, a serum delivers targeted care for one concern at a time, whether that's dark spots, acne, dehydration or fine lines. Think of your serum as the key and your moisturiser as the lock: the serum does the active work, and the moisturiser seals it in. Every Plum serum is 100% vegan and cruelty-free, and many are fragrance-free.
Best face serum for bright skin: niacinamide
Niacinamide (vitamin B3) is the everyday hero for clear, bright skin. It fades blemishes, evens out skin tone, refines pores and balances oil, and it pairs well with almost every other active.
- 10% Niacinamide & Rice Water Brightening Face Serum: our bestseller for clear, bright skin. It fades blemishes, balances sebum and evens skin tone. It's fragrance-free and suits all skin types.
- 5% Niacinamide & Rice Water Brightening Face Serum: a gentler strength with amino acids that brightens, smooths texture and hydrates. It's a good first niacinamide serum.
- Black Rice & 10% Niacinamide-TXA Night Clarity Jelly Serum: works overnight on post-acne marks and uneven tone for brighter skin by morning.
Explore more in our niacinamide serums.
Best face serum for glowing skin: vitamin C
Vitamin C is the go-to active for a natural glow. It's an antioxidant that boosts radiance, targets dark spots and helps defend skin against daily environmental stress.
- 15% Vitamin C & Mandarin Glow Boost Serum: a high-strength vitamin C for visibly glowing skin that also fades dark spots and pigmentation. Use it in the morning under sunscreen.
- 10% Vitamin C & Calendula Barrier Boosting + Glow Serum: glow with barrier support. Calendula makes it a good choice for stressed or sensitive skin.
Want both? Use vitamin C in the morning for glow and niacinamide at night for bright, even skin. See our vitamin C skincare.
Best face serum for dry skin
Dry and dehydrated skin needs humectants that pull water into the skin. The Bulgarian Rose & 2% Hyaluronic Acid Serum hydrates and plumps dry, dull skin instantly. For an extra layer of moisture, add the Cica & Hya-Betaine Vegan Mucin Face Essence underneath. Browse our hyaluronic acid serums.
Face serums by skin concern
- Acne and oily skin: the 2% Encapsulated Salicylic Acid Face Serum unclogs pores and fights active acne. See serums for acne-prone skin and serums for oily skin.
- Tan and pigmentation: the 2% Alpha Arbutin & Hyaluronic Acid Serum controls melanin production and fades tan while keeping skin hydrated. See serums for pigmentation.
- Fine lines and ageing: the 1% Retinol & Bakuchiol Face Serum reduces the look of fine lines and improves texture overnight. Explore retinol serums.
- Mature skin: the Bright Years Cell Renewal Serum is formulated for mature skin.
- Open pores: niacinamide refines the look of enlarged pores and regulates oil. See serums for open pores.
Face serum for women and men
Skin concerns don't depend on gender, and neither do Plum serums. The right choice depends on your concern.
Popular with women: 10% Niacinamide for bright, even skin; 15% Vitamin C for glowing skin; Hyaluronic Acid for dry or combination skin; and Retinol from the late 20s onwards for fine lines and texture.
Popular with men: Salicylic Acid to keep oily skin and larger pores clear; Niacinamide to reduce post-shave redness and marks for brighter skin; and Vitamin C for a glowing, fresher complexion. Browse serums for men.
Why choose Plum serums?
- Actives at effective strengths: 15% Vitamin C, 10% Niacinamide, 2% Alpha Arbutin, 2% Salicylic Acid and 1% Retinol.
- 100% vegan and cruelty-free: no animal-derived ingredients and no animal testing.
- Fragrance-free options: important for sensitive or acne-prone skin.
- Made for Indian weather: lightweight, non-sticky textures that absorb fast and layer under sunscreen or makeup without pilling.
Key serum ingredients
- Niacinamide: fades blemishes, refines pores and evens tone for bright skin.
- Vitamin C: an antioxidant that boosts glow and targets dark spots.
- Hyaluronic acid: a humectant that draws moisture into the skin for plump hydration.
- Retinol: a form of vitamin A that softens fine lines and speeds up cell turnover.
- Alpha arbutin: helps control melanin production to fade tan and dark spots.
- Salicylic acid: a BHA that unclogs pores and helps clear blackheads, whiteheads and acne.
How to apply face serum
- Cleanse: start with a face wash that suits your skin type.
- Tone (optional): a toner preps skin to absorb the serum better.
- Apply serum: press 2–3 drops into the skin, working from the centre of your face outwards. Let it absorb for 30–60 seconds.
- Moisturise: seal it in with a moisturiser.
- Sunscreen (AM): finish with SPF 50 sunscreen, especially when using vitamin C, retinol or acids.
Tips: use vitamin C in the morning and retinol or exfoliating acids at night. Niacinamide and hyaluronic acid work with almost everything. Always patch test a new active before using it on your face.
Frequently Asked Questions
What does a face serum do?
A face serum delivers a high concentration of actives, such as niacinamide, vitamin C or retinol, deeper into the skin than a moisturiser can. Each serum targets one concern: pigmentation, acne, dehydration or fine lines.
Which face serum is best for glowing skin?
For glowing skin, choose vitamin C. Plum's 15% Vitamin C & Mandarin Glow Boost Serum boosts natural radiance, fades dark spots and protects against free radical damage. For bright, even skin, pair it with the 10% Niacinamide & Rice Water Serum at night. Always follow with SPF 50 in the morning.
Which face serum is best for women?
It depends on your concern. The 10% Niacinamide & Rice Water Serum is our bestseller for bright, clear skin. The 15% Vitamin C Serum gives glowing skin, Hyaluronic Acid suits dry skin, and Retinol targets fine lines from the late 20s onwards.
Which face serum is best for men?
Men with oily skin and larger pores do well with the 2% Salicylic Acid Serum. For post-shave marks and uneven tone, the 10% Niacinamide Serum gives brighter skin. See all serums for men.
Which face serum is best for oily skin?
Choose a 2% Salicylic Acid Serum for active acne and clogged pores, or a 10% Niacinamide Serum to control oil and fade marks. Both are lightweight and fragrance-free.
Which face serum is best for dry skin?
Go for a hydrating serum with hyaluronic acid. The Bulgarian Rose & 2% Hyaluronic Acid Serum instantly hydrates and plumps dry, dull skin. Follow with a rich moisturiser to lock it in.
Should I apply serum before or after moisturiser?
Before. Apply serum on cleansed, toned skin, let it absorb for 30–60 seconds, then seal it in with moisturiser. In the morning, finish with SPF 50.
Can I use two serums together?
Yes, if the actives are compatible. Niacinamide and hyaluronic acid pair with almost everything. Keep vitamin C for mornings and retinol or exfoliating acids for nights.
How often should I use a face serum?
Most face serums can be used twice daily, once in the morning and once at night. Always check the label for product-specific directions.
Can face serum be used on all skin types?
Plum's face serums suit all skin types except hypersensitive skin. We always recommend a patch test first.
Is a face serum necessary if I already use other skincare?
Serums deliver concentrated actives that cleansers and moisturisers don't, so they're worth adding if you want to target a specific concern.
Are there any side effects of using face serum?
Each serum uses different actives, and every skin is different. Patch test before first use, introduce strong actives like retinol slowly, and wear sunscreen daily.
Can I use Plum serum overnight?
Yes. Plum serums can be left on overnight. Check each serum's label for any specific directions.
How long should I leave serum on before moisturiser?
Pat the serum in and let it absorb fully, usually 30–60 seconds. Then follow with moisturiser, and sunscreen during the day.
Plum face serums by skin concern
Face serum | Skin type | Benefits |
| 10% Niacinamide & Rice Water Serum | All skin types | Bright, clear skin: fades blemishes, balances sebum |
| 5% Niacinamide & Rice Water Serum | All skin types | Brightens, smooths texture, hydrates |
| Black Rice & 10% Niacinamide-TXA Night Jelly Serum | All skin types | Overnight brightening, fades post-acne marks |
| 15% Vitamin C & Mandarin Glow Boost Serum | All skin types | Glowing skin, fades dark spots and pigmentation |
| 10% Vitamin C & Calendula Glow Serum | All skin types, sensitive | Glow plus skin barrier support |
| 2% Alpha Arbutin & Hyaluronic Acid Serum | All skin types | Controls melanin, fades tan, hydrates |
| 2% Encapsulated Salicylic Acid Serum | Oily, acne-prone | Fights active acne, unclogs pores, controls oil |
| Bulgarian Rose & 2% Hyaluronic Acid Serum | Dry, dehydrated | Instantly hydrates and plumps |
| 1% Retinol & Bakuchiol Serum | Ageing skin | Softens fine lines, improves texture |
| Bright Years Cell Renewal Serum | Mature skin | Formulated for mature skin renewal |
| Cica & Hya-Betaine Vegan Mucin Essence | Dry, dehydrated | Deep hydration, calms and cools |
