The last time we spoke about HEURE (once again, it’s pronounced her), we compared how the homegrown skincare brand formulates its products akin to how Apple does it with their electronics. They take their time to ensure they get it right, consider the user experience from start to finish, and more importantly, both make sure that their products are genuinely useful. In Heure’s case for the latter, the usefulness of their products is something that most skincare brands — be it mainstream or indie — seem to miss out on.
For a product to be truly efficacious, it has to penetrate the skin for the ingredients in its formula to get to work. Specifically, through the stratum corner and into the deeper layers of the skin. And while some brands might argue that theirs do so, it’s often an illusion effect. It’s just air-drying on the skin’s surface in action.
To keep it brief and to highlight the bright idea behind the brand’s latest FLAWLESS serum, the technology behind each of HEURE’s products is called SPHR™️: a “magic capsule” that enters the upper dermis of the skin before starting to release peptides for over 24 hours depending on where it needs it the most.
Now, on to the HEURE FLAWLESS Serum, the first addition to what will be the FLAWLESS line for the brand. In most cases for brightening products, the main ingredient is often vitamin C with pure ascorbic acid being purported by scientists to be the most easily absorbable by the skin. However, vitamin C is both fragile and unstable (insert: just-like-us joke) as it starts to break down the minute it is exposed to oxygen.
Think about what kinds of packaging your vitamin C-filled skincare comes in. Open-face jars? Vials with a dropper mechanism? A pump bottle? Each of these packaging has the potential for its formula to be exposed to air with repeated use and the result? The vitamin C within the formula is depleted before it even hits your skin.
This then is what HEURE considered when formulating their latest serum. Instead of working just on surface spots, they wanted the FLAWLESS serum to also tackle what causes discolouration in the first place and the root of the problem is called melanocytes, skin cells that produce and contain melanin pigments.
Produced within the deepest layer of the skin, they are responsible for our eye, hair, and skin colour (funnily enough, the colour of our nipples too), but will start acting up as discolouration, scarring, and dark spots when triggered.
Using the existing SPHR™️ technology and how intelligent it is in detecting problematic areas, HEURE formulated FLAWLESS capsules with DGA (Diglucosyl Gallic Acid) that triggers the skin in a good way. Firstly, it inhibits the overproduction of an enzyme called tyrosinase that is found within melanocytes and secondly, it “seeks out” clusters of melanocytes that have gathered across the skin’s epidermis and breaks them up to reduce the look of spots.
Compared to vitamin C, the FLAWLESS capsules are highly stable (though we still recommend you keep the product in a cool, dry place) and produce four times the anti-oxidising prowess. However, the good people at HEURE didn’t stop there: they considered what else could trigger the overproduction of melanin no thanks to modern living.
The answer is within five more ingredients contained within the formula. A botanical antioxidant and anti-inflammatory oil blend (unhappy skin causes more pigments to become trapped in the dermis), gardenia fruit extract (it protects against digital stress and blue light pollution), vitamin B3 (also known as niacinamide so should we say more?), vitamin B5 (once again, happy skin is good skin), and Centella Asiatica extract which is also a potent anti-inflammatory ingredient.
With all this said, is there a con to using the HEURE FLAWLESS serum? Well, it’s non-irritating, sensitising, or aggravating but in the name of journalistic integrity, we have to mention that while it’s available on the brand’s page , it’s only available for purchase on Sephora’s online site come 29th June.
Once you’re done with this story, click here to catch up with our May 2023 issue!
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