Best known for its nourishing sheet masks, BeautyPro has added an innovative range of plant-based serums to its Vegan Society and PETA-certified offer.

The water-free serums contain ‘go-to’ ingredients responsibly sourced from world heritage sites and eco-farms, including extracts of hyaluronic acid from soya beans, vitamin C from blueberries, squalene from olives and retinol derived from ocean kelp.

The initial six variants each address a different skin concern, and consist of;

  • Brightening Daily Serum Vitamin C 10%
  • Firming Daily Serum AHA and Enzymes
  • Hydrating Daily Serum Hyaluronic Acid 2%
  • Nourishing Daily Serum Squalene
  • Retinol Overnight Serum Ocean Retinol 1%
  • Revitalising Daily Serum Vitamins C, A, K and E

“The positive impact that serums have on skincare couldn’t be ignored, we wanted to create something relevant and special while following the ethical characteristic of our brand philosophy; to use nature to its fullest, be results driven and to ‘never imitate, just innovate’,” says Ibs Ansari, brand co-founder and MD, commenting on the launch.

“We’ve always had sustainability at the forefront of everything we do whilst having as little impact on the planet as possible. We have a zero air freight policy, run 100% electric company car fleet, our business is powered by green energy and a reduce, reuse and recycle company programme.”

The serum’s outer packaging uses vegetable ink and FSC-certified card, and the glass bottles and pumps are fully home recyclable.

For every three serums sold the brand plants one tree and adopts ten British honey bees.