Major beauty and personal care brands are introducing new serum-based products to address consumers’ changing routines and skincare needs. Clarins has made headlines by expanding its popular Double Serum line—often ranked among the global bestsellers—into the foundation category for the first time. After years of research and development, the new Double Serum Foundation blends Clarins’ skincare expertise with cosmetic pigments, creating a product that aims to improve skin appearance beyond regular makeup. This launch comes with 37 shades and an innovative two-in-one packaging technology, allowing users to customize coverage for a radiant look.
In the realm of scalp and haircare, Head & Shoulders recently introduced the BARE Itchy Scalp Relief Serum. Designed for use between wash days, this serum meets the needs of those who seek dandruff protection and relief from itchiness when not shampooing daily. Formulated with only nine ingredients, it features a mix of cooling mint essential oil and clinically proven Zinc Pyrithione. The product has a lightweight, non-greasy finish, making it suitable for all hair types and compatible with various hairstyles. Early feedback from consumers shows high satisfaction levels, with many experiencing instant soothing effects.
Dove has also launched its Serum + Oil Body Wash Collection, combining moisturizing oils and dermatological science in three different formulas. The new body washes use an oil-to-foam cleanser with 50% glycerin and nourishing oils. They promise an indulgent shower experience that leaves the skin soft, hydrated, and radiant. The collection was developed in collaboration with dermatologists, underscoring a growing trend in affordable, high-quality formulations with a focus on skin health and comfort.
Meanwhile, the use of serums continues to expand into haircare solutions for issues like thinning hair or scalp health. Products such as the Ouai Scalp Serum have garnered praise among Amazon shoppers for improving hair density and soothing the scalp. Its blend of adaptogens, peptides, and natural botanicals targets scalp balance and promotes the appearance of fuller, healthier hair. Reviews highlight fast absorption, non-greasy results, and effectiveness in addressing dandruff and hair breakage.
Luxury retinol serums are also seeing strong demand. Brands like Augustinus Bader, Dr Sam’s, and Eve Lom now offer retinol-infused formulas that target anti-aging concerns. These products are designed to encourage cell turnover, support the skin barrier, and minimize irritation. Dermatologists recommend starting with lower-strength retinoids and gradually increasing as the skin adapts. These high-end serums often feature advanced delivery systems and combinations with other active ingredients for optimal results with less discomfort.
Experts agree that the trend toward serums in both skincare and haircare is likely to continue as brands respond to consumers’ demand for effective, easy-to-use solutions. With new launches focusing on minimalist ingredients, clinical testing, and customizable regimens, serums are becoming essential across personal care routines for people of all ages.
