Aurum Hydrating Face Serum by AROMA: A Gentle, Plant-Based Retinol Alternative for Mature Skin

As skin matures, hydration alone isn’t enough. Texture changes, fine lines deepen, and skin often becomes more reactive to strong ingredients. That’s what led the mother-daughter team behind AROMA to create the Aurum Hydrating Face Serum, formulated specifically for women over 40. With ingredients like Bakuchiol and Cacay oil—plant-based alternatives to retinol—this serum helps improve elasticity, refine texture, and hydrate deeply without irritation. Nominated in the Face Serum category of the 10th Clean Beauty Awards, it offers targeted care grounded in nature and thoughtful formulation.
 

What inspired the creation of this product? Share the story or challenge that led to its development.
The Aurum Hydrating Face Serum was specifically created to address the needs of maturing skin. Developed by a mother and daughter duo, this serum was their answer to the unique challenges faced by aging skin. While they have another serum tailored for younger generations, the Aurum version focuses on providing hydration and reducing fine lines and wrinkles. The inclusion of natural ingredients like Bakuchiol and Cacay oil ensures it caters to the delicate requirements of mature skin. This thoughtful formulation makes it a versatile and effective addition to their skincare line, ensuring both generations have products that meet their specific needs.

What are the key ingredients in this product, and why are they important?
The Aurum Hydrating Face Serum features key ingredients like Bakuchiol and Cacay oil, which are renowned for their anti-aging properties. Bakuchiol, derived from the seeds of the Psoralea corylifolia plant, is a natural alternative to retinol. It helps reduce fine lines, improve skin texture, and even out skin tone without causing irritation. Cacay oil, rich in vitamins A, E, and linoleic acid, promotes skin regeneration, improves elasticity, and provides deep hydration. These ingredients work synergistically to enhance the serum's effectiveness, making it suitable for mature skin. Additionally, the serum includes other nourishing oils like Argan and Jojoba, which further support skin health and hydration. This combination of natural, sustainably sourced ingredients ensures the serum delivers visible anti-aging benefits while being gentle on the skin.

What sets this product apart from others in the market?
The Aurum Hydrating Face Serum stands out due to its unique formulation that includes Bakuchiol and Cacay oil, natural alternatives to retinol. These ingredients provide powerful anti-aging benefits, such as reducing fine lines and improving skin texture, while being gentle on sensitive skin. Additionally, the serum is made with sustainably sourced, 100% natural ingredients, ensuring it is both effective and environmentally friendly. Its versatility makes it suitable for all skin types, offering hydration without leaving an oily residue.

How does this product align with your brand’s mission and values?
The Aurum Hydrating Face Serum aligns with Aroma Skincare's values of Faith and Honesty by using 100% natural, and cruelty-free ingredients, ensuring transparency and trust. The serum's formulation, featuring Bakuchiol and Cacay oil, reflects their faith in nature's ability to provide effective skincare solutions. Aroma Skincare's mission is for every woman to feel so confident and radiant that skincare becomes her new makeup, and this serum supports that mission by delivering visible anti-aging benefits and promoting a natural, radiant glow.

What are the top benefits of using this product?
The Aurum Hydrating Face Serum is a skincare gem, packed with nature's finest ingredients to rejuvenate your skin. Bakuchiol, a gentle retinol alternative, smooths fine lines and enhances skin texture without irritation. Cacay oil, bursting with vitamins and essential fatty acids, deeply hydrates and boosts elasticity. Acai berry offers powerful antioxidant protection, while Argan oil nourishes and heals. Together, these ingredients create a luxurious serum that leaves your skin looking youthful, radiant, and ready to glow.

Who is this product ideal for?
The Aurum Hydrating Face Serum is ideal for individuals with maturing skin (40+) looking for a natural, effective solution to reduce fine lines and improve skin texture. It's perfect for those seeking deep hydration and a radiant, youthful glow.

With a blend of nourishing oils and antioxidant-rich botanicals, Aurum Hydrating Face Serum delivers hydration and visible renewal while remaining gentle on mature skin. After 90 days of evaluation by clean beauty advocates, it earned recognition for both formulation and results. For those looking for a plant-forward approach to aging well, this serum makes a compelling case for simplicity, comfort, and long-term skin support.

Next in the lineup: Seaflora Skincare’s Intensive Restorative Night Cream takes a different approach to overnight repair, one that starts with the sea.

For the full shortlist, get the 2025 Clean Beauty Awards Ultimate Guide. It features the most noteworthy products of the year, all reviewed across multiple skin types and routines!