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Formulation Guides

Hydrating serum

Format type

Water-based serum

Target pH

5.0–6.0

Suitable for

All skin types, particularly dehydrated or compromised skin. Suitable for layering under creams or oils.

What this formulation is

A lightweight water-based system designed to deliver fast-absorbing hydration and support daily skin comfort.

Hydrating serum

What this formulation delivers

  • Fast-absorbing hydration without heaviness
  • Improved moisture retention through humectant system
  • Supports daily skin comfort and hydration balance
  • Lightweight texture suitable for layering
  • Flexible base for adding functional actives

Before you begin

This formulation is designed as a starting point.

Small adjustments to ingredient levels will influence texture, absorption, and overall skin feel. Work within recommended usage ranges and adjust gradually.  

Check ingredient compatibility, pH, and preservation once the full system is assembled.

Formulation approach

  • Start with a water base and core humectants such as glycerin or propanediol.
  • Layer additional hydration-support ingredients to improve moisture retention and overall skin feel.
  • Adjust viscosity depending on the desired format, from a fluid serum to a lightly structured gel.
  • Ensure all ingredients are compatible within a water-based system.
  • Finalise preservation and pH to support stability and performance.

Example formulation

Water (qs to 100%)
Glycerin - 3%
Propanediol 1,3 - 3%
Niacinamide - 3–5%
Panthenol - 1–2%
Sodium PCA - 0.5–1%
Ectoin -0.2–0.5%
Xanthan gum - 0.2–0.3% (optional)
Phenoxyethanol (and) Caprylyl Glycol - 0.8–1.0%

Notes

Adjust viscosity depending on desired texture. Keep polymer levels low for a true serum feel. Ensure actives are compatible within the selected pH range.

These formulations are provided as examples to support your own development. They are starting points, not finished systems.

Ingredients

Ingredients to build this formulation

Explore the ingredients referenced in this formulation guide.

Shop all ingredients
Glycerin (USP) Sale price 100g From $6.95
Propanediol (1.3)
Propanediol (1.3) Sale price 100 g From $12.95
D-Panthenol (Pro-Vitamin B5) Sale price 100 g From $21.95
Panthenol 10% Solution
Panthenol 10% Solution Sale price 100 g From $10.95
Cocamidopropyl Betaine (CAPB)
Cocamidopropyl Betaine (CAPB) Sale price 100 g From $7.95
Sodium PCA Powder Sale price From $0.00
Niacinamide Powder Sale price 50 g From $11.95
Niacinamide 10% Solution
Niacinamide 10% Solution Sale price 100 g From $10.95
D-Panthenol (Pro-Vitamin B5) Sale price 100 g From $21.95
Panthenol 10% Solution
Panthenol 10% Solution Sale price 100 g From $10.95
Sodium PCA Powder Sale price From $0.00
Ectoin Powder
Ectoin Powder Sale price 5 g From $18.95
Beta-Glucan Powder
Beta-Glucan Powder Sale price 15 g From $17.95
Phenoxyethanol & Caprylyl Glycol Preservative Sale price 50 g From $14.95