Overview
What it is
Serum with 17 ingredients that contains niacinamide
Cool Features
It is vegan, cruelty-free, and reef safe
Suited For
It has ingredients that are good for fighting acne, anti aging, dry skin, brightening skin, sensitive skin, oily skin, reducing pores, scar healing, dark spots and better texture
Free From
It doesn't contain any harsh alcohols, parabens, silicones or sulfates
Fun facts
grüum is from United Kingdom. This product is used in 5 routines created by our community.
We independently verify ingredients and our claims are backed by peer-reviewed research. Does this product need an update? Let us know.
What's inside
Ingredients List
Water
Skin ConditioningGlycerin
HumectantPolysorbate 20
EmulsifyingPropanediol
SolventLimonene
PerfumingCitrus Aurantium Dulcis Peel Oil
MaskingSodium Benzoate
MaskingNiacinamide
SmoothingPotassium Sorbate
PreservativeTerminalia Ferdinandiana Fruit Extract
AntioxidantXanthan Gum
EmulsifyingCitric Acid
BufferingPrunus Armeniaca Fruit Extract
Skin ConditioningRubus Idaeus Fruit Extract
AstringentMelissa Officinalis Leaf Extract
Skin ConditioningLinalool
PerfumingCitral
PerfumingWater, Glycerin, Polysorbate 20, Propanediol, Limonene, Citrus Aurantium Dulcis Peel Oil, Sodium Benzoate, Niacinamide, Potassium Sorbate, Terminalia Ferdinandiana Fruit Extract, Xanthan Gum, Citric Acid, Prunus Armeniaca Fruit Extract, Rubus Idaeus Fruit Extract, Melissa Officinalis Leaf Extract, Linalool, Citral
Key Ingredients
Benefits
Concerns
Ingredients Explained
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 WaterGlycerin (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 GlycerinPolysorbate 20 is a gentle, water-soluble emulsifier and mild surfactant. It stops oil and water from separating to keep your formulas blended and stable.
It also acts as a mild penetration enhancer by helping active ingredients absorb slightly better.
The common safety discussion around this ingredient involves a manufacturing byproduct called 1,4-dioxane.
Trace amounts can form during production but the EU's Scientific Committee on Consumer Safety has concluded that levels at/below 10 ppm in finished products are safe (commercial products consistently fall within acceptable margins).
True allergic reactions are uncommon and the CIR Expert Panel has confirmed this ingredient to be safe as used in cosmetics.
Because it is derived from lauric acid, it may not be fungal acne safe.
Learn more about Polysorbate 20Propanediol 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 PropanediolLimonene is a fragrance that adds scent and taste to a formulation.
It's found in the peel oil of citrus fruits and other plants such as lavender and eucalyptus. The scent of limonene is generally described as "sweet citrus".
Limonene acts as an antioxidant, meaning it helps neutralize free radicals.
When exposed to air, oxidized limonene may sensitize the skin. Because of this, limonene is often avoided by people with sensitive skin.
The term 'fragrance' is not regulated in many countries. In many cases, it is up to the brand to define this term. For instance, many brands choose to label themselves as "fragrance-free" because they are not using synthetic fragrances. However, their products may still contain ingredients such as essential oils that are considered a fragrance.
Learn more about LimoneneCitrus Aurantium Dulcis Peel Oil is oil from the peel of an orange fruit.
Limonene and linalool make up the majority of oils from citrus peels. Limonene has a "citrus" fragrance. Citrus peels also contain flavonoids, which have anti-inflammatory properties.
Citrus peel is also a rich source of flavonoids. Flavonoids are natural antioxidants and help protect your skin against damage. Flavonoids are a group of compounds naturally found in vegetables and fruits.
The term 'fragrance' is not regulated in many countries. In many cases, it is up to the brand to define this term. For instance, many brands choose to label themselves as "fragrance-free" because they are not using synthetic fragrances. However, their products may still contain ingredients such as essential oils that are considered a fragrance.
Learn more about Citrus Aurantium Dulcis Peel OilSodium Benzoate is a preservative. It's used in both cosmetic and food products to inhibit the growth of mold and bacteria. It is typically produced synthetically.
Both the US FDA and EU Health Committee have approved the use of sodium benzoate. In the US, levels of 0.1% (of the total product) are allowed.
Sodium benzoate works as a preservative by inhibiting the growth of bacteria inside of cells. It prevents the cell from fermenting a type of sugar using an enzyme called phosphofructokinase.
It is the salt of benzoic acid. Foods containing sodium benzoate include soda, salad dressings, condiments, fruit juices, wines, and snack foods.
Studies for using ascorbic acid and sodium benzoate in cosmetics are lacking, especially in skincare routines with multiple steps.
We always recommend speaking with a professional, such as a dermatologist, if you have any concerns.
Learn more about Sodium BenzoateNiacinamide is a multitasking form of vitamin B3 that strengthens the skin barrier, reduces pores and dark spots, regulates oil, and improves signs of aging.
And the best part? It's gentle and well-tolerated by most skin types, including sensitive and reactive skin.
You might have heard of "niacin flush", or the reddening of skin that causes itchiness. Niacinamide has not been found to cause this.
In very rare cases, some individuals may not be able to tolerate niacinamide at all or experience an allergic reaction to it.
If you are experiencing flaking, irritation, and dryness with this ingredient, be sure to double check all your products as this ingredient can be found in all categories of skincare.
When incorporating niacinamide into your routine, look out for concentration amounts. Typically, 5% niacinamide provides benefits such as fading dark spots. However, if you have sensitive skin, it is better to begin with a smaller concentration.
When you apply niacinamide to your skin, your body converts it into nicotinamide adenine dinucleotide (NAD). NAD is an essential coenzyme that is already found in your cells as "fuel" and powers countless biological processes.
In your skin, NAD helps repair cell damage, produce new healthy cells, support collagen production, strengthen the skin barrier, and fight environmental stressors (like UV and pollution).
Our natural NAD levels start to decline with age, leading to slower skin repair, visible aging, and a weaker skin barrier. By providing your skin niacinamide, you're recharging your skin's NAD levels. This leads to stronger, healthier, and younger looking skin.
Another name for vitamin B3 is nicotinamide. This vitamin is water-soluble and our bodies don't store it. We obtain Vitamin B3 from either food or skincare. Meat, fish, wheat, yeast, and leafy greens contain vitamin B3.
The type of niacinamide used in skincare is synthetically created.
Learn more about NiacinamidePotassium Sorbate is a preservative used to prevent yeast and mold in products. It is commonly found in both cosmetic and food products.
This ingredient comes from potassium salt derived from sorbic acid. Sorbic acid is a natural antibiotic and effective against fungus.
Both potassium sorbate and sorbic acid can be found in baked goods, cheeses, dried meats, dried fruit, ice cream, pickles, wine, yogurt, and more.
You'll often find this ingredient used with other preservatives.
Learn more about Potassium SorbateTerminalia Ferdinandiana Fruit Extract is from the Kakadu plum. The Kakadu plum is native to northern Australia. The Kakadu plum holds the record for having the highest amount of natural vitamin C.
This ingredient is an antioxidant. Antioxidants help fight free-radical molecules. Free-radical molecules are capable of damaging our cells and other genetic material. Antioxidants help stabilize free-radicals and thus may reduce the signs of aging.
The high vitamin C content of Kakadu plum also helps lighten skin. Vitamin C has been shown to block the process of skin darkening that leads to hyperpigmentation.
Kakadu plums have been used by indigenous cultures as medicine to help treat colds and as an antiseptic.
Learn more about Terminalia Ferdinandiana Fruit ExtractXanthan gum is used as a stabilizer and thickener within cosmetic products. It helps give products a sticky, thick feeling - preventing them from being too runny.
On the technical side of things, xanthan gum is a polysaccharide - a combination consisting of multiple sugar molecules bonded together.
Xanthan gum is a pretty common and great ingredient. It is a natural, non-toxic, non-irritating ingredient that is also commonly used in food products.
Learn more about Xanthan GumCitric Acid is an alpha hydroxy acid (AHA) naturally found in citrus fruits like oranges, lemons, and limes.
Like other AHAs, citric acid can exfoliate skin by breaking down the bonds that hold dead skin cells together. This helps reveal smoother and brighter skin underneath.
However, this exfoliating effect only happens at high concentrations (20%) which can be hard to find in cosmetic products.
Due to this, citric acid is usually included in small amounts as a pH adjuster. This helps keep products slightly more acidic and compatible with skin's natural pH.
In skincare formulas, citric acid can:
While it can provide some skin benefits, research shows lactic acid and glycolic acid are generally more effective and less irritating exfoliants.
Most citric acid used in skincare today is made by fermenting sugars (usually from molasses). This synthetic version is identical to the natural citrus form but easier to stabilize and use in formulations.
Read more about some other popular AHA's here:
Learn more about Citric AcidThis ingredient is also known as apricot extract. It has skin conditioning properties and is rich in vitamins and minerals.
We don't have a description for Rubus Idaeus Fruit Extract yet.
Lemon balm is a mint-family herb with skin conditioning properties. It contains components such as rosmarinic acid, caffeic acid, geraniol, citronellal, and ursolic acid.
Linalool is a fragrance and helps add scent to products. It's derived from common plants such as cinnamon, mint, citrus, and lavender.
Like Limonene, this ingredient oxidizes when exposed to air. Oxidized linalool can cause allergies and skin sensitivity.
This ingredient has a scent that is floral, spicy tropical, and citrus-like.
Learn more about LinaloolCitral is the molecule responsible for the fresh lemon scent in lemon, lime, and lemongrass. It is a fragrance ingredient that can be created from plant essential oils or synthetically.
Though Citral has documented antimicrobial activity against acne bacteria (which is where the marketing claims about it being good for acne-prone skin originate), real formulas use it at fragrance-level concentrations under 1% so there's likely no skin benefit.
You should know this ingredient is a known EU fragrance allergen.
Animal studies classifies this ingredient as a weak-to-moderate skin sensitizer and clinical patch testing on eczema patients confirmed it to be both a contact allergen and irritant.
The term 'citral' is a collective term for two geometric isomers: geranial/Citral A and neral/Citral B.
The term 'fragrance' is not regulated in many countries. In many cases, it is up to the brand to define this term. For instance, many brands choose to label themselves as "fragrance-free" because they are not using synthetic fragrances. However, their products may still contain ingredients such as essential oils that are considered a fragrance.
Learn more about CitralReviews
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Where it's from
grüum is a British brand
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The data we've presented on this page has been verified by a member of the SkinSort Team.
Read more about us· Updated November 24, 2025 • Added by christianelink