Niacinamide 10% Serum
Niacinamide 10% Serum
Product Description
Product overview
A minimalist, high-concentration 10% niacinamide (vitamin B3) serum that strengthens the skin barrier, evens out skin tone, reduces visible pores, and boosts hydration. Enhanced with panthenol (pro-vitamin B5) and red algae extract for soothing, barrier-repairing benefits in just 13 clean ingredients.
Barrier Strengthening
10% niacinamide boosts ceramide and fatty acid production, reinforcing your skin's natural protective barrier for healthier, more resilient skin.
Texture & feel
SENSORYBarrier Strengthening
10% niacinamide boosts ceramide and fatty acid production, reinforcing your skin's natural protective barrier for healthier, more resilient skin.
Even Skin Tone
Helps suppress melanin transfer to the skin surface, visibly reducing dark spots, post-acne marks, and overall skin discoloration over time.
Pore Refinement
Regulates sebum production and normalizes the pore lining, reducing the appearance of enlarged pores for a smoother, more refined complexion.
Multi-Layer Hydration
Glycerin, panthenol (pro-vitamin B5), and Chondrus Crispus (red algae) extract work together to attract and lock in moisture at multiple skin levels.
Ultra-Clean Formula
Only 13 thoughtfully selected ingredients. Free from fragrance, parabens, silicones, sulfates, oils, and common allergens. Ideal for sensitive skin.
Collagen Support
Stimulates the skin's own collagen production, helping to improve the appearance of fine lines and wrinkles with consistent daily use.
Safety & compatibility
SAFEContains no retinoids, salicylic acid, hydroquinone, or chemical sunscreens. Niacinamide and all other ingredients are considered safe during pregnancy and breastfeeding.
Free from ferments, fatty acids, esters, and polysorbates that feed Malassezia yeast. Confirmed fungal acne safe by SkinSort analysis.
No pore-clogging ingredients detected. All components score 0 on the comedogenic scale, making this safe for acne-prone skin.
Fragrance-free, allergen-free, and paraben-free. Panthenol provides anti-inflammatory and soothing properties to calm reactive skin.
Etos recommends not using this serum together with AHA/BHA peels or vitamin C serums in the same routine step. Alternate AM/PM or use on different days.
While 10% niacinamide is well-tolerated by most, those with very sensitive or reactive skin should patch test first. In rare cases, high-concentration niacinamide may cause mild flushing.
Ingredient breakdown
INGREDIENTSNiacinamide (Vitamin B3) 10%Proven
The star active of this serum. Niacinamide is one of the most researched and versatile skincare ingredients available, working on multiple skin concerns simultaneously.
- Barrier Repair: Increases ceramide and fatty acid synthesis, strengthening the skin's natural moisture barrier.
- Anti-Aging: Clinically shown at 4-5% to smooth wrinkles and fine lines; this formula uses double that concentration.
- Brightening: Inhibits melanosome transfer, visibly fading dark spots and post-inflammatory hyperpigmentation.
- Sebum Control: Regulates oil production, reducing shine and minimizing the appearance of enlarged pores.
- Collagen Boost: Stimulates the skin's own collagen production for firmer, more elastic skin.
Glycerin ~3-5%Proven
A powerful humectant that draws water into the skin, keeping it hydrated and plump. A skin-identical ingredient naturally found in the skin.
- Humectant: Pulls moisture from the environment into the skin's deeper layers due to its low molecular weight.
- Barrier Support: Keeps skin lipids in a healthy liquid crystal state, improving the skin barrier.
- Comedogenic Rating: 0 — does not clog pores.
Panthenol (Pro-Vitamin B5) ~1-2%Proven
A soothing, hydrating ingredient that calms irritation, supports wound healing, and promotes fibroblast proliferation for healthier skin.
- Anti-Inflammatory: Reduces irritation caused by other ingredients or environmental stressors.
- Wound Healing: Promotes fibroblast proliferation, the cells responsible for collagen production.
- Hydration: Excellent moisturizing properties; penetrates well into the skin.
Chondrus Crispus Extract (Red Algae) <1%Promising
A marine-derived ingredient from Irish moss (red seaweed) native to the northern Atlantic coasts of Europe. Rich in carrageenans that form a protective, hydrating film on the skin.
- Film-Forming: Creates a light protective layer that locks in moisture without feeling heavy.
- Antioxidant: Contains minerals and amino acids that help protect the skin from environmental damage.
- Soothing: Helps calm and condition the skin, complementing the panthenol in this formula.
Butylene Glycol & Pentylene Glycol SolventsHelper
Dual-purpose solvent and humectant pair that enhances product absorption, adds a smooth slip to the formula, and provides additional moisturization. Pentylene glycol also acts as a mild preservative.
- Penetration Enhancer: Helps active ingredients absorb faster and deeper into the skin.
- Humectant: Both draw moisture from the air to the skin for added hydration.
- Safety: Both are well-established, EcoCert-approved ingredients used widely in clean beauty.
13 ingredients
Aqua, Niacinamide, Butylene Glycol, Pentylene Glycol, Glycerin, Panthenol, Phenoxyethanol, Chondrus Crispus Extract, Sodium Chloride, Xanthan Gum, Ethylhexylglycerin, Citric Acid, Pantolactone
Where it fits in your routine
ROUTINEUse morning and/or evening after cleansing. Do not combine with AHA/BHA peels or vitamin C serum in the same routine. On exfoliation days, skip this serum.
How to use
HOW TO USECleanse Your Face
Start with clean, dry skin. Use your regular gentle cleanser and pat your face dry with a clean towel.
Apply 2-3 Drops
Use the glass dropper to dispense 2-3 drops onto your fingertips. A little goes a long way with this concentrated formula.
Gently Massage In
Spread the serum evenly across your face and neck using gentle upward motions. It absorbs within seconds with no sticky residue.
Follow with Moisturizer
Once fully absorbed, layer your moisturizer on top. In the morning, always finish with SPF 30+ sunscreen.
Who is it for?
WHOPerfect for you if:
- You want to reduce enlarged pores and oily shine
- You struggle with uneven skin tone or dark spots
- You prefer a minimalist formula with few ingredients
- You need a pregnancy-safe or fungal-acne-safe serum
- You want a budget-friendly alternative to premium niacinamide serums
- You have oily, combination, or acne-prone skin
Consider alternatives if:
- You need deep hydration for very dry, flaky skin (add a heavier moisturizer or HA serum)
- You want a niacinamide + zinc combo for extra oil control (try The Ordinary N+Z)
- You have experienced sensitivity to high-concentration niacinamide (start with 5%)
- You want additional anti-aging actives like peptides or retinol in one product
Skin type compatibility
SKIN TYPESOil-free, watery texture absorbs instantly. 10% niacinamide actively regulates sebum production for a matte, balanced complexion all day.
Balances oil in the T-zone while glycerin and panthenol provide hydration to drier areas. Works across all face zones.
Non-comedogenic (0/5), fungal-acne-safe, oil-free. Helps reduce acne marks and blemishes while controlling breakout-triggering excess oil.
Glycerin and panthenol add hydration, but very dry skin will need a richer moisturizer layered on top. Great for barrier repair benefits.
Fragrance-free and allergen-free with soothing panthenol. Patch test recommended, as 10% niacinamide may be too strong for very reactive skin.
Stimulates collagen production and improves fine lines. For deeper wrinkles, pair with a retinol product (on alternating nights).
Results timeline
WEEK 8-12Improved Hydration & Texture
Skin feels smoother and more hydrated. The barrier-strengthening effects of niacinamide begin working. You may notice reduced oiliness throughout the day.
70% noticed smoother skinReduced Oil & Visible Pores
Sebum regulation becomes noticeable. Pores appear smaller and less congested. Skin tone starts to look more even and redness may diminish.
65% noticed pore improvementFading Dark Spots & Blemish Marks
Post-inflammatory hyperpigmentation and acne marks visibly fade. Overall complexion appears brighter and more uniform in tone.
60% noticed brighter complexionStronger Barrier & Anti-Aging Benefits
Full barrier repair benefits kick in. Fine lines may appear softened. Skin looks healthier, more radiant, and more resilient to environmental stressors.
55% noticed fine line improvementRatings by platform
80+ REVIEWSPros & cons
BALANCEDPraised
- Exceptional price-to-quality ratio — comparable to The Ordinary at a lower price point
- Ultra-clean formula with only 13 ingredients — no unnecessary fillers
- Absorbs instantly with zero sticky or greasy residue
- Elegant glass dropper bottle looks and feels premium
- Fragrance-free and gentle enough for sensitive skin
- Visible results on acne marks and oily skin within weeks
- Fungal acne safe, pregnancy safe, and non-comedogenic
- Layers beautifully under makeup and sunscreen
Criticized
- 30ml bottle size is small — runs out fast with twice-daily use
- Limited international availability (primarily sold in The Netherlands)
- No zinc included for extra oil control (unlike The Ordinary N+Z)
- 10% concentration may be too high for very sensitive skin
- Cannot be combined with vitamin C or acid peels in same routine
- Not as widely reviewed as global competitors
Budget-friendly alternatives (dupes)
DUPES
Nearly identical niacinamide concentration with added zinc PCA for extra oil control. Slightly thicker texture. More widely available globally but contains fewer humectants. No panthenol or algae extract.
Same 10% niacinamide concentration in a lightweight formula. Contains additional soothing ingredients like aloe vera. Slightly more complex formula. Available internationally via Beautylish.
Affordable UK-based alternative with zinc for oil control. Slightly longer ingredient list. Good availability across European drugstores and online retailers.
Comparison with competitors
SIDE-BY-SIDE
Storage & shelf life
12 MONTHS12 months after opening
Store in a cool, dry place at room temperature (15-25°C). Keep away from direct sunlight and heat sources.
Glass dropper bottle with pipette — protects the formula from light degradation and allows precise dispensing.
Yes — 30ml is well under the 100ml carry-on liquid limit. Glass bottle, so wrap carefully in luggage.
Frequently asked questions
FAQYes. This serum contains no retinoids, salicylic acid, hydroquinone, chemical sunscreens, or any other ingredients flagged as unsafe during pregnancy or breastfeeding. Niacinamide (vitamin B3) is considered safe for use during pregnancy and while nursing. As always, consult your healthcare provider if you have specific concerns.
Yes. This serum is confirmed fungal acne safe. It contains no ferments, fatty acids, fatty acid esters, polysorbates, or any other ingredients known to feed Malassezia yeast. All 13 ingredients have been verified safe for fungal acne-prone skin.
Etos recommends not combining this serum with vitamin C serums or acid peels (AHA/BHA) in the same routine step, as this may reduce effectiveness or cause irritation. You can use niacinamide in the morning and vitamin C or acids in the evening, or alternate days. Niacinamide can be used before retinol in the evening — it actually helps reduce potential retinol irritation.
This serum is best suited for oily, combination, and acne-prone skin types due to its oil-free, lightweight formula and sebum-regulating properties. It also works well for normal and dry skin (pair with a heavier moisturizer). Sensitive skin types should patch test first, as 10% niacinamide is a relatively high concentration.
Most users notice improved hydration and smoother texture within 1-2 weeks. Oil control and pore refinement typically become visible around weeks 3-4. Dark spots and uneven tone may take 6-8 weeks of consistent daily use to show significant improvement. Full barrier-strengthening and anti-aging benefits develop over 8-12 weeks.
Apply after cleansing (and toning, if used) but before your moisturizer. As a water-based serum, it goes on clean skin so the active ingredients can penetrate effectively. Follow with moisturizer and sunscreen (in the morning). Can be used both AM and PM.
No. This serum has a comedogenic rating of 0/5. It contains no oils, silicones, or known pore-clogging ingredients. All 13 ingredients score 0 on the comedogenic scale. It is oil-free and specifically helps to regulate sebum and refine pores, making it ideal for acne-prone and congestion-prone skin.
The serum has a PAO (Period After Opening) of 12 months. With typical use of 2-3 drops twice daily, a 30ml bottle lasts approximately 6-8 weeks. Store in a cool, dry place away from direct sunlight to maintain efficacy throughout the product's lifespan.
Verdict: The Etos Niacinamide 10% Serum is an outstanding value proposition from the Netherlands' most trusted drugstore chain. With only 13 clean ingredients, it delivers a potent 10% niacinamide concentration supported by panthenol and red algae extract — all while remaining pregnancy safe, fungal acne safe, and non-comedogenic. The ultra-minimalist formula rivals premium brands at a fraction of the price. Its only real drawbacks are the small 30ml size and limited availability outside The Netherlands. If you can get your hands on it, this is one of the cleanest, most effective budget niacinamide serums on the market.
Product Overview
What are Quick Product Notes?
Quick product notes are a great way to check if a product is free from commonly avoided ingredients by skincare enthusiasts. These preferences come about for different reasons depending on the ingredient such as personal experiences, sensitivities, health preferences & etc.
Pro Tip Alert!
Just because a product is not free from a common preference does not mean it's a bad product! You can make a personal decision whether or not you want to use a product that contains these ingredients or not - click the labels of the preference to read more about them.
Quick Product Notes
Paraben-Free
Paraben-Free
Understanding Parabens
Parabens are a large group of preservatives which are used to prevent bacteria growing in cosmetic formulations. There has been some healthy controversy surrounding them due to a few studies finding paraben presence in breast tumours and breast tissue. However, the majority of the scientific community have deemed these findings non-conclusive due to the limitations of these studies. There's still a lot of support for avoiding parabens following the better safe than sorry route. If you do we completely support you! If you are concerned about the health safety of parabens, then feel free to avoid them by looking out for the Paraben-Free icon. If not, don't worry about it - they do have had one of the longest safety records as preservatives!
Which Ingredients are classified as Paraben?
A product will be paraben-free if it does not contain any of the following parabens:
- Sodium Isobutylparaben
- Sodium Ethylparaben
- Sodium Butylparaben
- Propylparaben
- Isopropylparaben
- Isobutylparaben
- Sodium Propylparaben
- Butylparaben
- Ethylparaben
- Sodium Methylparaben
- Methylparaben
Sulfate-Free
Sulfate-Free
Understanding Sulfates
Sulfates are a large group of ingredients which act as cleansing agents in Cosmetics. They help loosen up the dirt and grime from your skin and hair to allow for water to wash it away with ease. However some sulfates are so good at their job, they can wash off your skin’s own natural oils that keep it moisturised and protected which can lead to dryness and irritation. Most people will find no issues with sulfate, however if you find your skin doesn't like sulfates then free feel to avoid them by looking out for the sulfate-free icon on Skincarisma.
Which ingredients are classified as sulfates?
We've taken the Sulfates which are considered more harsh for our Sulfate-Free status. A product will be Sulfate-Free if it does not contain any of the following Sulfates:
- TEA-Dodecylbenzenesulfonate
- Ammonium Laureth Sulfate
- Sodium Lauryl Sulfate
- PEG-15 Cocamine
- Sodium Laureth Sulfate
- Sodium Cocoyl Sarcosinate
- Sodium C14-16 Olefin Sulfonate
- Dioctyl Sodium Sulfosuccinate
- Ammonium Xylenesulfonate
- Ammonium Lauryl Sulfate
- Sodium Xylenesulfonate
- Sodium Myreth Sulfate
- Sodium Lauryl Sulfoacetate
Alcohol-Free
Alcohol-Free
Understanding Simple Alcohols
Alcohol ingredients are widely used in cosmetics and come in different types. For the most part alcohols are not problematic at all. However one type of alcohols, simple alcohols can be quite drying to the skin because it evaporates very quickly. This can cause irritation which can also lead to other skin complications. These alcohols should never be used alone on your skin, but combined with other cosmetic ingredients, they are normally without issue. However, for some people with sensitive and easily irritable skin, avoiding products with these simple alcohols may be beneficial. If you find your skin doesn't like these simple alcohols, then free feel to avoid them by looking out for the Alcohol-Free icon.
Which Ingredients are classified as Alcohol?
A product will be alcohol-free if it does not contain any of the following alcohol ingredients:
- SD Alcohol
- Alcohol Denat
- Isopropyl Alcohol
- Alcohol
Silicone-Free
Silicone-Free
Understanding Silicones
If you've ever used a skincare, makeup or beauty product that's made your skin look and feel smoother tempoarily - it's likely contained Silicone. They are a popular class of ingredients found in cosmetics due to their smooth, soft, easy-to-spread and smooth properties that help creates an artificial layer/barrier on top of skin or hair (commonly found in conditioners).
For the same reasons they are popularly used, they are also commonly avoided. Anecdotally, many individuals have reported that Silicones cause/excerbate breakouts, irritation, cause a feeling of skin being unable to breathe, cause clumping of cosmetic products and find it difficult to wash off. As a result, those who find them problematic are avoiding them and increasingly, cosmetic companies are avoiding them as well.
If you have had bad experiences with Silicones in the past, or suspect they are problematic then look out for the tick on the Silicone-free label.
Disclaimer
The Silicone-free label only includes the most common Silicone ingredients that have indentified been reported by individuals that could potentially cause issues.
These include: Amodimethicone, Behenoxy Dimethicone, Bis-Aminopropyl Dimethicone, Cetearyl Methicone, Cetyl Dimethicone, Cyclomethicone, Cyclopentasiloxane, Dimethicone, Dimethicone Copolyol, Dimethiconol, Methicone, Phenyl Trimethicone, Phenyl Trimethicone, Stearoxy Dimethicone, Stearyl Dimethicone, Trimethylsilylamodimethicone.
Note, that this does not include all ingredients part of the Silicone class of ingredients.
EU Allergen-Free
EU Allergen-Free
Understanding the Identified Contact Allergens
The EU's Scientific Committee on Consumer Safety (SCCS) has identified and established 26 cosmetic ingredients that are likely contact allergens (potential to cause skin allergies) as demonstrated in clinical or epidemiological studies. The EU's SCCS have recommend cosmetic companies to disclose them on the labels if used and in cases where the concentration exceeds 0.001% in leave-on products and 0.01% in rinse-off products, then they must be labelled.
Look out for the tick on the EU-Allergen free label to know your cosmetic is free from any of the 26 identified cosmetic ingredients.
For more information regarding the EU's Scientific Committee on Consumer Safety, please visit their official website.
Disclaimer
The EU Allergen Free label is for the 26 ingredients identified by the EU SCCS and products will be only flagged if a suspected ingredient is on it's ingredient list. It is possible for cosmetics to contain one of the suspect ingredients without it appearing on the ingredient list due to it not reaching the concentration threshold to disclose it and cosmetic manufacturers choice to not disclose it.
Also note, the EU Allergen Free label is not personalized for your own allergies you may have and it does not constitute as medical advice. For your specific case, always consult your medical professiona such as dermatologist, physician, pharmacist, or health care provider - please read our medical disclaimer for more information.
Fungal Acne (Molassezia) Safe
Fungal Acne (Molassezia) Safe
Understanding Fungal Acne (Pityrosporum Folliculitis/Malassezia Folliculitis)
Pityrosporum Folliculitis/Malassezia folliculitis or simply known as Fungal Acne is a persistent acne-like condition that commonly responds poorly to traditional acne-treating methods. Unlike most cases of Acne where bacteria is the culprit, Fungi is the culprit of Fungal Acne (Hence the name!). There are certain classes & groups of ingredients that have been shown to promote and feed the growth of the Fungal Acne, Fungi such as fatty acids, oils, esters, polysorbates and fermented ingredients.
For more information regarding Fungal Acne, please visit Simple Skincare Science (f.c) - #3 of our Recommend Skincare Resources for an amazing comprehensive guide!
Please Read: How to use the Fungal Acne (Malassezia) Label
At SkinCarisma, we've done our best to identify as many ingredients as possible but note the fungal-free label may not be 100% accurate due to the complexconditions and combination of ingredients that malezzeria can thrive on.
Additionally, products that may contain ingredients that have shown to feed Malassezia may not neccessarily exacerbate the condition due to concentration of ingredient used in the product, this information is simply not available on the products.
As a result, please note this is only an experimental label that can be best used to possible identify problematic products you have used in the past. It is in no way a perfect identifier nor a predictor in whether or not it will exacerbate or cause fungal acne. It will continue to be worked on as more information and research comes to light.
If you find any ingredients you believe should be included, please email us at snails@skincarisma.com.
Disclaimer
Due to the lack of substantial research into this area it is very likely there are other ingredients and class/groups of ingredients that could feed Fungal Acne which have not been indentified.
The Fungal-Safe label does not constitute as medical advice. For your specific case, always consult your medical professiona such as dermatologist, physician, pharmacist, or health care provider - please read our medical disclaimer for more information.
What are Notable Effects & Ingredients?
Ever used a product that promised a certain effect but provided no results? It might not have contained any notable ingredients that could have been responsible for that promised effect. It doesn't matter what the marketing or packaging «promises» it can do, if it doesn't contain anything that can help - then the likelihood of it helping is low.
We help you identify key notable ingredients that have been shown to help with effects such as acne-fighting, brightening, UV-protection, wound healing & anti-aging to help you achieve your skincare goals smarter. Please note that different notable ingredients have varying levels of research behind them, some are extremely well proven yet some have mixed research in their efficacy.
Pro Tip Alert!
Just because a product doesn't contain any notable ingredients doesn't mean it's bad. And a product with notable ingredients (or even many) doesn't necessarily guarantee the efficacy of the product performing these effects either. There are other factors such as ingredient quality, concentration and formulation that will ultimately determine this.
Be smart and use this as just a starting point for you to make more informed and smarter choices and compare it with reviews to see if the product is right for you
Notable Effects & Ingredients
Anti-Aging from 2 ingredient(s):
Brightening from 3 ingredient(s):
Promotes Wound Healing from 4 ingredient(s):
Ache-fighting from 1 ingredient(s):
What are Ingredients Related to Skin Type?
Why are some products great for some people and horrible for others? Well everyone has different skin types and different reactions to the same ingredients.
We've identified a range of ingredients that are commonly regarded as potentially good or bad for those with Dry, Oily/Acne-Prone or Sensitive skin.
Pro Tip Alert!
A product that contains good or bad ingredients for your skin type doesn't always flat out make the entire product good or bad for your skin. There are other factors such as ingredient quality, concentration and formulation that will ultimately determine your skins reaction.
One of the best ways to use this section is to troubleshoot products you've had bad experiences with in the past. Check if it contains any of the marked ingredients to point out suspect ingredients to avoid in the future!
Ingredients Related to Skin Types
Dry Skin
Oily/Acne-Prone Skin
Sensitive Skin
What is the Ingredient Safety Breakdown?
Ingredient Safety Breakdown refers to the percentage % of ingredients in different risk categories as classified by EWG (Environment Working Group) if they are available. There are almost endless cosmetic ingredients and they are one of the few organisations globally that have assigned ratings to a lot of the more commonly used ingredients which is why we reference them.
Pro Tip Alert!
EWG is seen by many to be more on the alarmist side in their assignment of health ratings resulting in rating ingredients as riskier than they actually are. We recommend using this a reference point rather than a strict guide of ingredient safety and to always do further research if into ingredients that you may find suspect.
Ingredient Safety Breakdown
Product ingredient list
| EWG | CIR | Ingredient Name & Cosmetic Functions | Notes |
|---|---|---|---|
| 1 |
Water
Solvent, Skin Conditioning
|
|
|
| 1 |
Niacinamide
Skin Conditioning, Hair Conditioning, Smoothing
|
Brightening
Ache-fighting
Anti-Aging
Promotes Wound Healing
Redness
Irritation
Dark Spots
Pores
|
|
| 1 |
Butylene Glycol
Solvent, Skin Conditioning, Masking, Fragrance, Humectant, Viscosity Controlling, Viscositydecreasing Agent
|
Hydrating
|
|
| 1 |
Pentylene Glycol
Solvent, Skin Conditioning
|
|
|
| 2 |
Glycerin
Solvent, Perfuming, Fragrance, Humectant, Viscosity Decreasing Agent, Hair Conditioning, Skin Protecting, Denaturant, Skin Conditioning
|
Brightening
Promotes Wound Healing
Hydrating
|