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June 15, 2021

Generally speaking, serums are free from unnecessary ingredients like fillers, which reduce a formula's efficiency. They have a high concentration of potent active ingredients that penetrate to the deeper layers of the skin, meaning they deliver faster and more effective results than regular creams and lotions.

Our founder, Emma Peters, spent 18 months perfecting the formulation of Serum/Primer. The challenge was creating a formula that is sustainable, stable and effective, all at the same time. Over time, the discovery of potent, multitasking ingredients led to a formula that met the mark on all fronts.


A favourite in Japanese and Chinese medicinal traditions, Camellia Japonica Seed Oil is known for its anti-inflammatory properties to soothe skin and is known to promote healthy collagen synthesis. Healthy collagen synthesis is important to slow skin ageing, boost skin elasticity and reduce wrinkles. What does this look like? Think younger looking, supple, glowing skin. 

Camellia Japonica Seed Oil is also known to reduce transepidermal water loss (TEWL). As we age, TEWL increases, meaning our skin is increasingly unable to stay moisturised by itself, resulting in dry skin texture and accelerated fine lines. Camellia Japonica Seed Oil helps moisturise the skin, offering protection from TEWL and ultimately helps keep signs of skin ageing at bay for longer.


The powerful plant cell complex from the Bluebird hibiscus plant (Hibiscus Syriacus Callus Extract) has high antioxidant properties. Every day, the skin is exposed to free radicals, damage from the sun and UV rays, and environmental pollution. Antioxidants are superheroes for the skin; energizing skin cells to flush out toxins, better absorb nutrients, repair skin damage and even out skin tone. Translation: antioxidants help enhance skin health.

The visible impact of the Bluebird Hibiscus plant cell is an improvement in skin appearance: a decrease in the appearance of fine lines, softening of existing lines, and the brightening and evening in skin tone.


Moisture and hydration are what every skin needs to stay supple. The solution is generally seen as heavier skincare. In a way, it makes sense: if you’re experiencing dry skin, just slather on layers of thick creams to remedy it. But this can result in breakouts or clogged pores, sticky finishes, or waiting for hours to dry. 

In Serum/Primer, we believe in the opposite: richer hydration in a lighter way through a potent dose of jojoba (Jojoba Esters) and macadamia extracts (Ethyl Macadamiate). Delivering faster and greater hydration in its light formula, Serum/Primer nourishes and soothes the skin, leaving a non-greasy, silky finish and improving skin suppleness over time. Welcome news for all skin types, including oily skin.

Fun fact: Jojoba has more than twice the stability of traditional skin-nourishing blockbusters like shea butter, argan and almond oils, and it’s a great natural alternative to silicon.


Milk Thistle extract (Silybum Marianum Ethyl Ester) boosts the integrity of the skin’s lipid layer by acting as lipid "cement", which in turn strengthens the skin barrier. It’s rich in fatty acids essential in the preservation of the skin’s ideal hydration level, which retains optimum levels of moisture to keep it as healthy as possible for as long as possible.

Milk Thistle extract used in Serum/Primer also functions as a skin primer; an adhesive base for makeup. Where synthetic silicon is commonly used to create hold in makeup primers, our alternative is Milk Thistle extract. This creates the optimum hold without the slippery, sticky texture of silicon. Quickly absorbed into the skin, Serum/Primer removes the need to wait before makeup, and it’s semi-matte, velvety finish enhances the staying power of your makeup.


Kakadu plum (Terminalia Ferdinandiana Seed Oil) has a high concentration of vitamin C and has soothing anti-fungal properties. It's great for every skin tone but particularly those with blemish prone skin, as it's high concentration of antioxidants work hard to flush out toxins and acne-causing bacteria. 

Sandalwood oil (Santalum Album Oil) has great anti-inflammatory and anti-microbial properties. It also has certain enzymes that protect the skin from premature ageing, prevent oxidative stress, and help heal damaged tissues. Whether it's psoriasis, eczema, rosacea or pigmentation, sandalwood has a great ability to renew the complexion, soothe the epidermis, and even out skin tone. 

An effective multitasker, Serum/Primer's regenerative formula delivers potent active ingredients to deeper rejuvenate and revitalise the skin. All at once, Serum/Primer nourishes, protects, repairs and prepares your skin - making it your regenerative skincare essential. 

Hear it from our community:

"I can't imagine not having this serum! I love it. So good for mine and my partners skin. Won't be without it." - Becs ⭐️⭐️⭐️⭐️⭐️ 

"Whenever my skin needs something or is breaking out (hormonal acne) I massage a little of the aleph serum in before bed and it’s the only thing that calms and soothes and I really believe, heals my acne. Game changer and wouldn’t be without it now." - Megan ⭐️⭐️⭐️⭐️⭐️ 

Finally found the one and only product needed for healthy skin." - Amita ⭐️⭐️⭐️⭐️⭐️ 


We’re here to help! If you have any questions after reading this article, please contact us.