When I first wanted to bring out a Vitamin C product, I was well aware of how unstable and tricky creating a Vitamin C formulation can be. That’s probably why it took me so long to create Serum of Plenty.

Vitamin C is one of the most researched ingredients in skincare, and also one of the most difficult to formulate correctly. I say this all the time: not all Vitamin C is made equal.

I wanted to use the best form of Vitamin C — the one that delivers dramatic, fast results.

Introducing: L-ascorbic acid.

Why L-Ascorbic Acid?

L-ascorbic acid is the pure, biologically active form of Vitamin C. It is the form that has been most extensively studied in dermatological research and is scientifically proven to:

• Stimulate collagen synthesis
• Reduce hyperpigmentation
• Improve skin firmness
• Neutralise free radicals
• Brighten and even skin tone

Unlike Vitamin C derivatives, L-ascorbic acid does not require conversion within the skin to become active. It works immediately at a cellular level.

However, and this is important, it is also the most unstable.

L-ascorbic acid is highly sensitive to light, heat, air, and incorrect pH levels. If not formulated properly, it oxidises quickly and becomes ineffective. I wasn’t going to create an inferior Vitamin C serum that gave you very little difference. It would’ve been far too easy, and if there’s one thing about me, it’s that I never take the easy road.

Why 15%?

We use the best quality Vitamin C (L-Ascorbic Acid) at a powerful 15%, which is scientifically proven to be one of the most effective concentrations for visible results.

Clinical studies show that concentrations between 10–20% significantly improve photodamage, pigmentation, and collagen production. At 15%, you achieve optimal efficacy while maintaining skin tolerability.

In other words: strong enough to create change, balanced enough to use consistently.

There’s a Lot of Noise Around Vitamin C

But it’s seeing the results of Serum of Plenty that count.

What you notice first is when you don’t use it.

I have a dark pigmentation spot on my cheek, and I’ve been applying it there as a spot treatment three times a day. It has dramatically reduced it.

Try this, and you’ll be blown away. Let us know how you go.

And don’t forget to put the remainder on the back of your hands.

Real Results

• 94% agreed their skin looks and feels firmer
• 99% agreed their skin looks brighter
• 78% said their fine lines and wrinkles had been reduced

A Quick Note for Sensitive Skin

It’s quite active, so if you have sensitive skin I recommend mixing Serum of Plenty with either Hydrator, Glory Oil, or Glory Cream.

This allows you to soften the intensity while still benefiting from the antioxidant protection and collagen-supporting properties of L-ascorbic acid.

There’s a difference between using Vitamin C… and using the right Vitamin C.

And once you experience properly formulated L-ascorbic acid at 15%, you’ll understand exactly what I mean.