I received this via GOW's free gift with purchase. I have mature combo skin (oily t-zone). I'm a long time GOW customer and wanted to change my routine. I was happy to see this promotes collagen production, exfoliation and saw another benefit was brightening. I sought out help and Jen quickly responded.
To those who've not used GOW's products, all I asked what was meant by brigthening. The level of detail Jen provided below only proves why I've used GOW for more than decade. I've noticed an improvement in my dark spots and how my face feels overall. I hope others chime in on this product. I was told it's discussed whether to keep it in the store. I say heck yes.
This is a great question, as "brightening" can mean a few different things in the context of skincare.
Based on the ingredients, brightening refers to a combination of actions that improve the skin's overall clarity, radiance, and evenness of tone.
Specifically, here is how the key ingredients contribute to this effect:
The Pumpkin Fruit Infusion contains natural vitamins and enzymes that gently exfoliate the skin. This process removes dull, dead skin cells, which in turn promotes cell turnover and reveals the newer, fresher skin underneath, resulting in a naturally brighter and more youthful complexion.
Skin White BLE, a plant-based brightening agent, is included specifically to address uneven skin tone. It works to reduce the appearance of dark spots and hyperpigmentation, leading to a more radiant and uniform complexion.
Pumpkin Seed Extract and Colloidal Gold deliver rich antioxidants that help repair and protect the skin from environmental stressors that can otherwise dull the skin or contribute to discoloration over time. The reduction in inflammation from the Colloidal Gold also supports a calmer, clearer skin appearance.
Licorice root extract helps inhibit the enzyme responsible for producing melanin (tyrosinase), thereby working to reduce the appearance of dark spots and promote a more uniform, brighter complexion. It also has soothing, anti-inflammatory properties.
In short, the term brightening in this serum encapsulates both the immediate visual improvement from gentle exfoliation and the long-term benefit of evening out skin tone and protecting against environmental dullness, all of which contribute to a glowing, healthy look.
