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08/20/2021

Drunk Elephant reformulates its C-Firma Fresh Day Serum

Gisselle Gaitan
Online Editor
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Drunk Elephant is putting a new spin on its classic C-Firma Day Serum.

The beauty brand announced that the product revamp, which was designed by founder Tiffany Masterson, now contains l-ascorbic acid.

Known as the most effective form of vitamin C, the l-ascorbic powder is now separated in powder form from the liquid serum, and users will need to mix the two together before the first use, the company said.

By separating the l-ascorbic powder, the customer is able to be provided with the most potent and bioavailable version of vitamin C, which also helps keep the serum fresher for an extended period of time.

[Related Content: Shiseido acquires Drunk Elephant]

Once mixed together, the C-Firma Fresh contains the original antioxidant complex of 15% l-ascorbic acid, .5% feruluc acid and 1% vitamin E its known for, the company said.

C-Firma Fresh can be used to dissolve surface dead skin cells, as well as hydrate and soothe the skin via its pumpkin ferment extract and sodium hyaluronate crosspolymer.

The product’s vegan formula is packaged in an airless vacuum-pumper container, which means that it never touches the air once it is activated, and has a longer shelf life of three years when unopened and unmixed, and at least six months after mixing, the company said.

Drunk Elephant’s reformulated C-Firma Fresh Day Serum is now available for purchase online at drunkelephant.com. It will be available at Sephora stores and online at Sephora.com beginning in the fall.

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