For women juggling it all, a potent Vitamin C serum may be the simplest way to restore glow, firmness, and confidence – if it’s made properly. Founded by a UAE-based mother Kathryn Jones, KJ Serums is redefining how Vitamin C should be formulated, and why it works. We hear from Kathryn to learn more.
Vitamin C has emerged as one of the most sought-after ingredients in modern skincare, celebrated for its brightening, anti-ageing, and rejuvenating benefits. Yet in a market dominated by fast, mass-produced formulas, freshness, formulation and scientific craftsmanship are often overlooked.
Enter KJ Serums, the homegrown UAE brand founded in 2017 by Kathryn Jones, whose scientific and medical expertise drives her mission to create skincare that truly works. With a focus on hand-blended, freshly formulated serums, KJ Serums is redefining how Vitamin C should be made and used, proving that real results come from clever, intelligent formulation. At the heart of this approach is the flagship Triology Fresh Vitamin C Serum, a carefully curated blend designed to deliver radiant, healthy, and youthful skin every day.
While many skincare brands rely on large-scale manufacturing and long shelf lives, research shows that Vitamin C performs best when it is fresh, stable, and scientifically formulated. Mass-produced serums can spend months in transit or storage, compromising their effectiveness long before they reach the skin. KJ Serums takes a different approach, hand-blending each batch of Triology monthly to ensure the L-ascorbic acid remains fresh, stable, and readily absorbable at the point of use.
The Triology Fresh Vitamin C Facial Serum embodies this philosophy, with its name reflecting the three key ingredients that define the formula: L-ascorbic acid, Vitamin E, and Ferulic acid. L-ascorbic acid supports skin renewal and brightens the complexion, while Vitamin E and Ferulic acid enhance antioxidant protection, improve hydration, and help minimise visible signs of ageing, delivering radiant, youthful-looking skin without relying on harsh processing or over-manufactured formulas.
A gentle tingling upon application signals that the active ingredients are fresh and working. Available in 10% and 20% concentrations, Triology should be stored away from sunlight and heat and used within a month of opening to ensure maximum efficacy.
Meet the expert: Kathryn Jones, founder, KJ Serums
Why did you choose to combine L-ascorbic acid, Vitamin E, and Ferulic acid in this formula, and how do they work together to benefit the skin?
We chose to combine L-ascorbic acid with Vitamin E and Ferulic acid because they work synergistically to enhance both stability and performance. L-ascorbic acid is the gold-standard form of Vitamin C for brightening and collagen support, but it can be unstable on its own. Vitamin E helps reinforce the skin barrier and provides additional antioxidant protection, while Ferulic acid stabilises the formula and enhances the overall antioxidant power. Together, they create a more effective and resilient formula that protects against environmental stressors while supporting brighter, firmer-looking skin.
What visible skin improvements can users realistically expect from the 10% versus the 20% concentration, and who is each strength best suited for?
The 10% concentration is ideal for those newer to Vitamin C or with more sensitive skin. Users can expect gradual brightening, improved skin clarity, and a more even tone with consistent use.
The 20% concentration is better suited to experienced users or those looking to target more visible concerns such as pigmentation, dullness, or early signs of ageing. It delivers more intensive brightening and collagen-support benefits, but as with any active, it’s important to build tolerance gradually.
“Many users feel a gentle tingling when applying fresh Vitamin C” – what does this sensation mean, and how can people tell the difference between normal activity and irritation?
A mild, brief tingling sensation can be completely normal when applying active L-ascorbic acid, particularly if the skin isn’t accustomed to it. This usually subsides within a few seconds.
However, persistent stinging, redness, or discomfort that lasts beyond a short period may indicate irritation. In that case, we recommend reducing frequency of use, applying over moisturiser initially, or starting with the lower 10% strength. Skin should feel comfortable overall, active doesn’t need to mean uncomfortable.
Because the serum is designed to stay fresh and potent, what is the best way to incorporate it into a daily skincare routine and store it to maintain maximum effectiveness?
For best results, we recommend applying the serum in the morning after cleansing and before moisturiser and SPF. Vitamin C works beautifully under sunscreen, helping to defend against environmental stressors throughout the day.
To maintain potency, it should be stored in a cool, dry place away from direct sunlight, with the cap secured tightly after each use. Because it’s a fresh formula, it should be used up within one month of receiving.
