I started using the acelaic acid two weeks ago, and at first thought it helped a great deal, so I was maybe too enthusiastic with using it everyday, which led to huge breakouts that are still persisting. I want to start using it again, but am afraid of the breakouts, maybe i should start by using it once a week, just not sure when to start again..

I have been using this product for 2 weeks. That is too little time to make any judgment on its efficacy. However, I would like to note a few things, based on my purchase of the OLD formula:
1. You need to be very careful about how you use it, especially if your skin is sensitive and you have been using other actives. I had stopped using my salicylic acid exfoliator a day before starting the application of this azelaic acid, because I wanted to see how my skin behaves with this product alone. I also read online how 8% not a very strong concentration and hence decided to use it twice a day (AM & PM) from the get go. For the first 4 days, I used it alone without any other actives. However, it felt very abrasive on the skin, led to some redness, tingling and dried out my skin by quite a bit. I had used benzoyl peroxide, and adaplene in the past and thought my skin was pretty hardy and yet, this product did cause some sensitivity. Additionally, on the 3rd day, I noticed some new acne popping up, which might have been purging. So, I started up my salicylic acid as a spot treatment on the new acne. While the new pimples were disappointing, the continued use of azelaic probably helped partially fade the marks from it too, so that wasn't too bad.
2. May be it's because it's the old formula but it's very gritty in nature and can really feel very grainy on the skin and pill on itself. I found that adding it on top of a moisturizer helps prevent sensitivity, over-drying and pilling.
In summary, while I do think it does help fade some PIH, especially ones from recent acne, I do believe one should use caution when using it.

I have suffered from some hyperpigmentation from acne but also have sensitivity thus limiting the products I can put on my face. This serum however, has helped me immensely! I can really notice a difference after weeks of use (as well after one day) :) I truly and highly recommend this product for those, like me, who need a gentle yet extremely effective solution! Thank you for such an incredible and straightforward product, it is greatly appreciated :)

I like this serum a lot simply because it works and it's quite light and fluid. I love all of GOW's products simply because they work as intended and there is no unnecessary ingredients, unlike other companies who put miscellaneous stuff in their ingredients which could cause obscure damage, GOW keeps it simple while also giving you reasons WHY the product will work and (after a week or 2) great results. I am eager for GOW to make more brightening products.

I had never heard of Azelaic acid before purchasing this product. I like the new version best. I love that it helps with redness, acne, and seems to even out my skin tone. It is gentle yet very effective. It definitely is one of my favorite products!