Serum
Serum
American United States
American United States

What's inside

What's inside

Key Ingredients

Benefits

Ingredients Side-by-side

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Heavy 100%
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Absorbs Well 100% Works Well 100% Expensive 50%

Ingredients Explained

These ingredients are found in both products.

Ingredients higher up in an ingredient list are typically present in a larger amount.

Disodium EDTA is a chelating agent. It grabs onto and deactivates metal ions that sneak into your products from water, packaging, or air.

This ingredient mainly works behind the scenes and helps with:

On top of that, this ingredient can counteract the effects of hard water by binding to the minerals in it.

One thing worth knowing is that Disodium EDTA has been shown to be a mild penetration enhancer. It can help other ingredients absorb into skin more effectively which can be a double-edged sword (great for actives, but can also make the active too strong if you have sensitive skin).

Clinical patch testing showed no significant skin irritation at typical use concentrations and minimal dermal absorption.

You'll most likely see this ingredient near the end of an ingredient list. It's typically found in concentrations less than 1%.

Learn more about Disodium EDTA
Humectant, Skin Conditioning, Skin Protecting

Glycerin (or glycerol) is a compound naturally found in your skin. It's a powerhouse humectant that pulls water into the stratum corneum.

Topically, glycerin does several things at once:

Your skin makes glycerin on its own (mostly from sebaceous oil breakdown) and shuttles it to your outermost layer of skin, or your epidermis, via aquaporin-3.

Aquaporin-3 is a transporter that is essential for normal skin hydration, elasticity, and repair. Interestingly, mice lacking in AQP3 have dry and less elastic skin that can be fully corrected with glycerin.

This ingredient is non-irritating, plays well with almost every ingredient, and works across all skin types. Typical use is anywhere between 3-10% but can go up to 79% in some leave-on products.

Just know very high concentrations (>40%) can feel tacky in low humidity.

Glycerin is the name for this ingredient in American English. British English uses Glycerol/Glycerine.

Learn more about Glycerin

This is a growth factor ingredient.

So what are growth factors? They're tiny messenger proteins your skin already makes on its own. Their job is to tell skin cells what to do: grow, repair, make more collagen, calm down after damage.

Our skin makes fewer of them as we age. This is a big part of why older skin heals slower and looks less bouncy.

The idea behind putting them in skincare is to "top up" the supply from the outside.

"Conditioned media" sounds mysterious but it's basically just leftover broth.

They're made in a lab where scientists grow human skin cells (fibroblasts) in a nutrient liquid. These cells release a cocktail of helpful proteins into that liquid as they live and grow.

Then, these cells are filtered out and the ingredient is the "conditioned" liquid now full of secreted goodies.

So what does neonatal mean here? It just means the original cells came from newborn tissue (usually donated foreskin), which tend to be younger, more active, and better at pumping out growth factors than adult cells.

Technically, this isn't one single ingredient, it's a mix of dozens of active molecules working together, including:

Studies find growth factor conditioned media can help with:

The evidence behind this ingredient is pretty solid too (and not just marketing).

A 24 week study of a fibroblast conditinoed media serum showed measurable improvements in the look of photodamaged skin, and these results were backed by actual skin biopsies rather than just before/after photoshoots.

And a broader review that pulled together many growth factor studies came to a similar conclusion: they generally help with fine lines, texture, firmness, and are well-tolerated.

It's also worth knowing the caveat that the review pointed out most of these serums also contained peptides, antioxidants, and exosomes.

The honest answer is there isn't a tidy "use at 1-2%" number the way there is for something like niacinamide.

This is because conditioned media isn't a single molecule. Brands add it as a percentage of a finished formula so that number is all over the map.

The serums built around it usually advertise very high levels (~50%) while others just use a splash. And the individual growth factors floating inside are actually present in very tiny amounts (think nano/micrograms per gram).

Here's one regulatory anchor point: the FDA has approved a wound healing gel that uses a pure growth factor at 0.01% (100 micrograms per gram). This shows the active growth factors themselves work at very low concentrations.

So the "50%" numbers you see on labels refer to the diluted broth and not the pure proteins.

The single most important thing to understand growth factors is that they are very fragile.

Dr. Zoe Draelos wrote this about them for Dermatology Times:

Independent lab work backs up the fragility.

Many growth factors lose a big chunk of their activity within a day or two sitting in water at room temperature and this is why smart formulating matters so much. Airless pumps, water-free formulas, and cool storage all help the ingredient survive long enough to do something. It's also a green flag if a brand can show real stability testing.

None of this means growth factor serums don't work; plenty of people get lovely results. It just means the formulation and packaging are doing a lot of the heavy lifting.

You may have heard a worry that growth factors "feed" skin cancer because their whole job is to encourage cells to multiply (this is called mitogenic activity).

It's a fair question to ask so here's the actual picture.

The theoretical concern is real enough that dermatologists take it seriously. There IS a hypothetical worry that they can encourage the wrong cells to grow in skin that already has sun damage or pre-cancerous spots.

Due to this, the cautious advice is to check with your dermatologist before using growth factor products if you have psoriasis, a history of skin cancer, or a lot of pre-cancerous sun damage.

Now the reassuring side:

There has been no documented pattern of growth factor products causing skin cancers despite millions of units sold over many years.

A large safety review of pure PDGF (one of the growth factors in these blends) found it to be non-toxic, non-mutagenic, and non-carcinogenic across decades of medical use. This is including repeated daily application to open wounds.

And a dermatology review specifically looking at topical EGF found no evidence that it stimulates cancer cells to grow (partly because these proteins are large and mostly stay near the surface).

The bottom line for a healthy person with no specific risk factor:

Growth factor conditioned media has a strong track record and is generally considered safe and well tolerated.

But be sure to loop in your dermatologist first if you have psoriasis, active or past skin cancer, or heavy sun damage. This is not because it's proven dangerous but because it's a sensible precaution while the long-term research keeps building.

The US allows human-derived growth factors so Human Neonatal Fibroblast Conditioned Media appears on labels.

In the EU, human-cell-derived ingredients are banned in cosmetics. EU products use plant-derived alternatives (barley is a common one) to get a similar effect.

Learn more about Human Neonatal Fibroblast Conditioned Media
Preservative

Phenoxyethanol is one of the most widely used preservatives in skincare (and for good reason!).

It has a large spectrum of antimicrobial activity and especially effective bacteria, yeast, and mold while only having a weak effect on your skin's natural microbiome.

On a cellular level, it disrupts the cell membranes of microbes by poking holes that make the cell leak. This shuts down the chemical reactions the microbe needs to make energy so it can no longer survive.

Another perk of this ingredient is that it stays functional across a wide pH range (3-10).

You'll often see it paired with boosters like Ethylhexylglycerin; one study showed that a 1:9 ratio of Ethylhexylglycerin to Phenoxyethanol damages bacterial membranes as effectively as doubling the Phenoxyethanol concentration on its own.

Typical use concentrations range from 0.3-1% depending on the formula, and this ingredient is capped at 1% int the EU.

Safety-wise, the fear mongering does not hold up to the evidence. The EU's Scientific Committee on Consumer Safety and FDA consider it safe as a preservative at up to 1%, including for children of all ages.

Adverse systemic effects only showed up in animal studies at exposures roughly 200x higher than what people get from cosmetics. And despite its very widespread use, this ingredient is a rare sensitizer and allergic reactions are uncommon.

Learn more about Phenoxyethanol
Solvent

Propanediol is an all-star ingredient. It softens, hydrates, and smooths the skin. 

It’s often used to:

Propanediol is not likely to cause sensitivity and considered safe to use. It is derived from corn or petroleum with a clear color and no scent.

Learn more about Propanediol
Skin Conditioning, Solvent

Water. It's the most common cosmetic ingredient of all. You'll usually see it at the top of ingredient lists, meaning that it makes up the largest part of the product.

So why is it so popular? Water most often acts as a solvent - this means that it helps dissolve other ingredients into the formulation.

You'll also recognize water as that liquid we all need to stay alive. If you see this, drink a glass of water. Remember to stay hydrated!

Learn more about Water

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