Advanced Brightening Serum

1. Clean your face with a gentle face wash that does not strip its natural oils, such as Mama's Choice Gentle Face Wash. 2. Apply toner if you use one, then the serum: put 5–6 drops on your face (without the dropper touching the skin, to keep it clean) and smooth it in with gentle circles until it absorbs, morning or night. 3. In the morning, finish with Daily Protection Face Moisturizer to seal in the serum and protect your skin from the sun when you go out. At night, the serum on its own is enough.

Yes, that is what it is made for: brighter, more even-looking skin. It combines niacinamide, ethyl ascorbic acid (a form of vitamin C), ceramide NP and several types of hyaluronic acid, which keep skin moisturised. In a 2022 consumer use test with 30 Mamas, 93% agreed their skin looked brighter after use and 80% agreed their skin tone looked more even. Use it regularly, and wear sunscreen during the day so sun exposure does not undo your progress.

10%, as the main ingredient, with ceramide NP, ethyl ascorbic acid, peony extract and Hyaluronan 11 multi-complex. The other percentages are confidential. It is formulated for use during pregnancy and breastfeeding.

Sodium hyaluronate is the salt form of hyaluronic acid, and both hold water in the skin. Heavier forms sit on the surface and help stop water escaping; lighter forms draw water into the upper layers. Hyaluronan 11 combines 11 types of hyaluronic acid and sodium hyaluronate, so skin looks plumper and feels moisturised and supple.

Yes. Its niacinamide and ceramide NP help dark spots and marks look lighter and skin tone more even over time, including marks on the face from spots or chickenpox (for marks on the body, our Stretch Mark Serum also contains niacinamide). Sun makes dark spots look darker, so wear sunscreen during the day, such as our Daily Protection Face Moisturizer, SPF 20 PA++.

That is not its main job. It is made to brighten and even out the look of skin tone.

Yes. Just avoid using it at the same time as products with AHA/BHA, retinol or pure vitamin C, because together they can irritate the skin and work less well.

On the neck, yes: twice a day, morning and night, on clean skin, the same as on your face. For the underarms, use a product made for them, because the skin there is different; our Dry Serum Deodorant is made for underarm skin. A pimple patch can go on top once the serum has absorbed.

Two ways: (1) patch test behind the ear first; stinging, itching or redness that lasts means an ingredient does not suit you; (2) for the first few days, apply a thin layer, then build up. If you have eczema, use it when your skin is calm, not during a flare-up.

Stop using it and watch for 3 days. If your skin improves, an ingredient such as niacinamide may not suit you. If it does not, the cause is probably something else, such as stress, too little sleep or a new food. Make sure your face is clean before you apply the serum. If niacinamide does not suit you, vitamin C or licorice extract are other brightening ingredients to look for.

No. It is not an exfoliant and has no menthol, so it goes on without tingling.

This happens to a few people: the scent of the ingredients is breathed in through the nose and leaves a bitter taste at the back of the throat, especially when the senses are sharper in pregnancy and while breastfeeding. It does not mean any has been swallowed. Use a little less, keep it away from the area around the mouth and under the nose, and wash your hands after applying. If it still bothers you, or comes with nausea or breathlessness, stop using it.

Both are normal. The smell comes from the active ingredients. The white crust is serum that has dried in the air; water-based ingredients such as niacinamide leave a white residue as the water evaporates. Wipe the neck after use and close it tightly. It is fine to use as long as the colour has not changed (to deep yellow or cloudy brown), it does not smell rancid and it is within its expiry date.

9 months after opening. After that, it may not work as well and is more likely to irritate.

No. It is made without retinol, alcohol, parabens (including methylparaben) and DMDM hydantoin, a formaldehyde-releasing preservative.

A small amount swallowed is usually not serious: drink some water and see how you feel. If it was a lot, or you feel sick or vomit, see a doctor straight away. If it gets into the eyes, rinse with running water until clean, and see a doctor if stinging or redness does not settle.