Purdori, a New York-based clean skincare brand, continues to focus on leadership in the serum-infused beauty category with its RO-ICE+ blend of ice plant, aloe vera, and rose water. 

Unlike most skincare products, which are mostly made of water, Purdori’s proprietary blend provides the base for all of its products.

Founder Sylvia Leung highlights serum-based formulas saying,

“Firstly, formulas that are not made primarily of water are by definition going to be more powerful and consist of a higher percentage of beneficial ingredients,” says Leung. “A lower water activity level generally makes it possible to formulate with fewer preservatives. And aside from global water usage being a major sustainability issue, serum-based products tend to have an overall lower carbon footprint, thanks to differences in production, as well as more concentrated formulas that often weigh less.”

In addition to its serum-based formulating philosophy, Purdori is proud to donate $1 to Water.org for every product sold. 

Leung says, 

“Water.org is an incredible organization that provided access to clean water to millions of people around the world while bringing attention to those who suffer from poor sanitation and a lack of this essential resource.”

Leung predicts that this trend will continue to grow as formulators see the efficacy and sustainability benefits of serum-infused products and the growing popularity.

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