Nature's active extracts and oils are most potent when they are undiluted and applied directly to clean, dry skin. Many of the ingredients in moisturizers that are meant to hydrate and protect your skin, can dilute or buffer the effectiveness of the active ingredients. That is why many dermatologists now recommend that we apply rejuvenating concentrates, known as serums, before applying makeup, moisturizer or sunscreen. Using a natural face serum versus a conventional synthetic serum is like eating fruit and vegetables instead of popping a vitamin. Your body loves the real thing! Real vitamins and nutrients from plant life are often better absorbed and synthesised by the skin than synthetic ones. Many serums on the market today are silicone based. Silicones are plastic-based polymers that form a plastic film over your skin, making it appear and feel temporarily smoother. Over time, with this invisible waterproof film over the skin cells, your skin begins to suffocate and may become inflamed, dehydrated and congested which ironically, may trick you into using even more product to get a better result. Organic facial serums are the safest way to deliver the most bio-available nutrients to your skin. Check out our honest, evaluative Natural Beauty Buyer's Guide to Facial Serums to find out which one is best for you!