Mature women say ‘skin is firmer and looks less dull’ with £30 serum
Vitamin C has long been considered one of the fundamental ingredients in skincare routines. And now, skincare fans can save 20% on a ‘high dose’ serum that users say has left skin ‘firmer, less oily, and looking less dull’.
The formula comes from clinical skincare brand, MIAMO – an Italian brand renowned for its science-led formulas. Founded in 2012, the family-owned brand was created by co-founding pharmacists Dr Elena Aceto di Capriglia and Dr Camilla D’Antonio, and now, it’s finally available in the UK.
One of its latest launches is the Superdose Vit C + [C,L] Radiance Activator Freeze Dry Serum. The formula has been designed to tackle some of the most common concerns associated with mature skin, including dullness, loss of firmness, redness and environmental damage.
Available in two sizes, the serum is currently priced at £38 for a 10-day treatment and £86 for a 30-day supply. However, UK shoppers can reduce the cost by using the code HELLOUK20 at checkout before 31 December 2026. That brings the prices down to £30.40 for the 10-day treatment and £68.80 for the 30-day version.
The key ingredient is freeze-dried L-Ascorbic Acid, a pure form of vitamin C that provides antioxidant protection, helps brighten the complexion and supports collagen production. But unlike traditional vitamin C serums, MIAMO’s formula uses freeze-dry technology, which removes water from active ingredients to preserve their potency and stability.
While many serums on the market are ‘ready mixed’, MAIMO’s serum boasts an innovative dual-chamber packaging that keeps the liquid and freeze-dried vitamin C separate. Users can activate the serums themselves, ensuring maximum effectiveness and freshness.
The formula also contains carnosine peptides to promote skin elasticity and reduce visible signs of ageing. Meanwhile, lycopersicum leaf extract helps defend the skin against pollution and oxidative stress, while a centella asiatica triterpene complex works to soothe the skin, strengthen the skin barrier and reduce redness.
For those who would prefer a traditional serum rather than the powder and liquid combination, Facetheory offers this Glow-C Vitamin C 30% Serum for £37. It’s the brand’s highest strength vitamin C serum, featuring 30% ethyl ascorbic acid, which can help fade hyperpigmentation and dark spots. Additionally, it works to reduce the appearance of fine lines, leaving skin brighter and more even-toned.
Meanwhile, at Cult Beauty the Paula’s Choice 25% Vitamin C+ Glutathione Clinical Serum 30ml has a pump dispenser as opposed to a pipette. Formulated with 25% vitamin C suspended in a ‘highly stable’ oil-and-water blend, it costs £65 and is lauded for its ability to soothe the skin, brighten uneven tone and improve the look of fine lines.
While there are no reviews on the MIAMO website, shoppers have shared their experiences on Trustpilot, with many praising the new Vitamin C formula. One customer wrote: “I just turned 56 and treated myself to the high-dose vitamin C. I’ve finished the first boost, and my skin looks more defined and radiant. I absolutely love it.”
Another reviewer in their 60s said: “I purchased this new Vitamin C product. Personally, I notice my skin looking more radiant every day, with a finer, firmer texture. It is a great buy for someone over 60. “
A third shopper over 50 reported: “I recently purchased the salicylic acid exfoliant and the Vitamin C serum drops to address oily skin and excess sebum in the forehead-nose-chin area, even though I am over 50. I must say that after a couple of weeks, my skin’s appearance has improved; it is firmer, less oily, and looks less dull.”
However, not every review was entirely positive. One shopper with combination skin said the serum left a ‘greasy’ residue and felt it was highly priced. They said: “I bought the Vitamin C serum a while back and gave away as a gift. It isn’t suitable for combination skin; it leaves a greasy residue, and given the very high cost, I won’t be repurchasing it.”
But others praised the lightweight texture, with one customer describing the serum as “fantastic” and adding: “So far, I’ve only tried the concealer/eye cream, and I really like it. I also tried the Vitamin C serum, and that’s fantastic too. It absorbs quickly and isn’t sticky. Of course, you have to wait at least a few weeks to see results, but it’s a truly top-notch brand.”
Another wrote: “I have been using Miamo products regularly for nearly three years now, and I am very happy with them. I am currently testing the new Vitamin C serum, which is improving my skin texture.”
MIAMO’s new Superdose Vit C + [C,L] Radiance Activator Freeze Dry Serum is available from £30.40 with the code HELLOUK20.
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