serum Logos and Brands
Cosmetic brands that produce skin care serums determine the theme of the “Serum” section. La Roche-Posay, The Ordinary, Estée Lauder Advanced Night Repair, SkinCeuticals, and dozens of niche brands produce concentrated formulas with active ingredients ranging from hyaluronic acid and vitamin C to retinol and peptides. The logos of the brands in this section convey a message of scientific validity, clinical effectiveness, and dermatological skin care. The serum market is experiencing rapid growth amid the Korean K-beauty wave and the trend toward multi-step routines, and the visual cues of companies in this section compete for consumers’ trust as they stand in front of a shelf with dozens of pipette bottles.