Anti-Blemish & Whitening Serum

Pure Choice

Where to buy Possibly in stock

About this product

The Pure Choice Anti-Blemish & Whitening Serum is a serums, essence, ampoule. Our analysis of its 22 ingredients (14 low-risk) rates it Excellent (92/100). Based on its ingredients, it looks well-suited to oily / acne-prone and dry skin.

Vegan-friendly Reef-safe

Summarised from our ingredient analysis — not brand marketing copy.

At a glance

Type
Serums, Essence, Ampoules
Ingredients
22
Low-risk
14
Fragrance
Fragrance-free
Origin
Türkiye

The evidence

Quick Product Notes

Paraben-Free Sulfate-Free Alcohol-Free Silicone-Free EU Allergen-Free Fungal Acne (Malassezia) Safe

Notable Effects & Ingredients

No Notable Effects & Ingredients

Ingredients Related to Skin Types

Good   Bad — tap a skin type to see which ingredients · estimated from ingredient functions
Dry Skin 5/5
Good for dry skin
Butylene Glycol Sodium PCA Sodium Hyaluronate Glycerin Lactic Acid
Caution for dry skin
Xanthan Gum Glycerin Polysorbate 80 Triethanolamine Tranexamic Acid
Oily/Acne-Prone Skin 1/0
Good for oily/acne-prone skin
Tranexamic Acid
Sensitive Skin 2/7
Good for sensitive skin
Alpha-Arbutin Glycerin
Caution for sensitive skin
Glutathione Butylene Glycol Glycerin Sodium Benzoate Lactic Acid Phenoxyethanol Triethanolamine

Ingredients list

22 total
Lower hazard (1) Higher hazard (5)
All22 Skin Conditioning16 Humectant8 Fragrance7 Emulsion Stabilising4 Preservative3 Buffering Agent3 Ph Adjuster3 Viscosity Controlling3
EWG CIR Ingredient Name & Cosmetic Functions Notes
1
Water
(Solvent)
1
A
Niacinamide
(Hair Conditioning, Skin Conditioning, Smoothing)
2
A
Glycerin
(Denaturant, Fragrance, Hair Conditioning, Humectant, Oral Care Agent, Oral Health Care Drug, Skin Protecting, Viscosity Decreasing Agent, Perfuming, Solvent)
Good for Dry Skin
Good for Dry Skin
Fungal Acne
Fungal Acne Trigger
1
A
Butylene Glycol
(Fragrance, Skin Conditioning, Solvent, Viscositydecreasing Agent, Humectant, Masking, Viscosity Controlling)
Good for Dry Skin
Good for Dry Skin
1
B
Sodium PCA
(Hair Conditioning, Humectant, Antistatic Agent, Skin Conditioning)
Good for Dry Skin
Good for Dry Skin
1
A
Sodium Hyaluronate
(Skin Conditioning, Humectant)
Good for Dry Skin
Good for Dry Skin
4
B
Glycolic Acid
(Exfoliant, Ph Adjuster, Buffering Agent)
Good for Oily Skin
Good for Oily Skin
Bad for Sensitive Skin
Bad for Sensitive Skin
4
B
Lactic Acid
(Exfoliant, Fragrance, Humectant, Ph Adjuster, Skin Conditioning Agent Humectant, Skin Conditioning, Buffering Agent)
Bad for Sensitive Skin
Bad for Sensitive Skin
1
Glutathione
(Fragrance, Reducing)
1
Alpha-Arbutin
(Antioxidant, Skin Conditioning)
glycyrrhiza glabra root extract
(Bleaching, Perfuming, Skin Conditioning, Skin Conditioning Emollient, Smoothing, Soothing)
4
A
Phenoxyethanol
(Fragrance, Preservative)
Paraben
Paraben
Tranexamic Acid
(Cosmetic Astringent, Skin Conditioning)
Beta-Alanine
(Humectant)
3
B
Polysorbate 80
(Denaturant, Emulsifying, Surfactant)
Fungal Acne
Fungal Acne Trigger
1
A
Xanthan Gum
(Binding Agent, Emulsion Stabilising, Skin Conditioning, Surfactant Emulsifying Agent, Viscosity Increasing Agent, Binding, Gel Forming, Viscosity Controlling)
1
A
Carbomer
(Emulsion Stabilising, Viscosity Increasing Agent, Gel Forming, Viscosity Controlling)
5
B
Triethanolamine
(Fragrance, Ph Adjuster, Emulsifying, Surfactant, Buffering Agent, Masking)
2
A
Tetrasodium EDTA
(Chelating Agent)
3-O-ETHYL ASCORBIC ACID
(Skin Conditioning)
3
A
Sodium Benzoate
(Fragrance, Preservative, Anticorrosive, Masking)
2
A
Chlorphenesin
(Cosmetic Biocide, Antimicrobial, Preservative)

My Ingredient Notes

No personal ingredient notes yet. Save ingredients to your profile to get good/bad alerts here.

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Key ingredients

Niacinamide
Skin Conditioning
Glycerin
Humectant, Skin Protecting
Butylene Glycol
Skin Conditioning, Humectant
Sodium PCA
Humectant, Skin Conditioning
Sodium Hyaluronate
Skin Conditioning, Humectant
Glycolic Acid
Exfoliant

Benefits

Good for oily/acne-prone skin

Concerns

Contains paraben
Not fungal acne (malassezia) safe
May not suit sensitive skin

Ingredients explained

Water
Solvent
Low-hazard ingredient.Read moreShow less
EWG 1 Solvent
Niacinamide
Hair conditioning, Skin conditioning
Low-hazard ingredient.Read moreShow less
EWG 1 CIR A Hair conditioningSkin conditioningSmoothing
Glutathione
Fragrance, Reducing
Low-hazard ingredient.Read moreShow less
EWG 1 FragranceReducing
Alpha-Arbutin
Antioxidant, Skin conditioning
Low-hazard ingredient.Read moreShow less
EWG 1 AntioxidantSkin conditioning
glycyrrhiza glabra root extract
Bleaching, Perfuming
Limited public safety data.Read moreShow less
EWG N/A BleachingPerfumingSkin conditioningSkin conditioning emollientSmoothingSoothing
Tranexamic Acid
Cosmetic astringent, Skin conditioning
Limited public safety data.Read moreShow less
EWG N/A Cosmetic astringentSkin conditioning
Beta-Alanine
Humectant
Limited public safety data.Read moreShow less
EWG N/A Humectant
Xanthan Gum
Binding agent, Emulsion stabilising
Low-hazard ingredient.Read moreShow less
EWG 1 CIR A Binding agentEmulsion stabilisingSkin conditioningSurfactant -emulsifying agentViscosity increasing agentBindingGel formingViscosity controlling
Carbomer
Emulsion stabilising, Viscosity increasing agent
Low-hazard ingredient.Read moreShow less
EWG 1 CIR A Emulsion stabilisingViscosity increasing agentGel formingViscosity controlling
Tetrasodium EDTA
Chelating agent
Low-hazard ingredient.Read moreShow less
EWG 2 CIR A Chelating agent
3-O-ETHYL ASCORBIC ACID
Skin conditioning
Limited public safety data.Read moreShow less
EWG N/A Skin conditioning
Sodium Benzoate
Fragrance, Preservative
Low-to-moderate hazard.Read moreShow less
EWG 3 CIR A FragrancePreservativeAnticorrosiveMasking
Chlorphenesin
Cosmetic biocide, Antimicrobial
Low-hazard ingredient.Read moreShow less
EWG 2 CIR A Cosmetic biocideAntimicrobialPreservative
Glycerin
Denaturant, Fragrance
Low-hazard ingredient.Read moreShow less
EWG 2 CIR A DenaturantFragranceHair conditioningHumectantOral care agentOral health care drugSkin protectingViscosity decreasing agentPerfumingSolvent Good for Dry SkinFungal-acne trigger
Butylene Glycol
Fragrance, Skin conditioning
Low-hazard ingredient.Read moreShow less
EWG 1 CIR A FragranceSkin conditioningSolventViscositydecreasing agentHumectantMaskingViscosity controlling Good for Dry Skin
Sodium PCA
Hair conditioning, Humectant
Low-hazard ingredient.Read moreShow less
EWG 1 CIR B Hair conditioningHumectantAntistatic agentSkin conditioning Good for Dry Skin
Sodium Hyaluronate
Skin conditioning, Humectant
Low-hazard ingredient.Read moreShow less
EWG 1 CIR A Skin conditioningHumectant Good for Dry Skin
Glycolic Acid
Exfoliant, Ph adjuster
Skin irritation can occur at high concentrationRead moreShow less
EWG 4 CIR B ExfoliantPh adjusterBuffering agent Good for Oily SkinBad for Sensitive Skin
Lactic Acid
Exfoliant, Fragrance
Skin irritation can occur at high concentrationRead moreShow less
EWG 4 CIR B ExfoliantFragranceHumectantPh adjusterSkin-conditioning agent -humectantSkin conditioningBuffering agent Bad for Sensitive Skin
Phenoxyethanol
Fragrance, Preservative
Low-to-moderate hazard.Read moreShow less
EWG 4 CIR A FragrancePreservative Paraben
Polysorbate 80
Denaturant, Emulsifying
Low-to-moderate hazard.Read moreShow less
EWG 3 CIR B DenaturantEmulsifyingSurfactant Fungal-acne trigger
Triethanolamine
Fragrance, Ph adjuster
Moderate-hazard ingredient.Read moreShow less
EWG 5 CIR B FragrancePh adjusterEmulsifyingSurfactantBuffering agentMasking

How to use

How to use

  • 1 Where it fits: Apply after toner and before moisturiser — thinnest to thickest.
  • 2 Evening, start slow: Best in the PM a few times a week to begin with; avoid layering with other strong actives the same night.
  • 3 Wear SPF the next day: Acids and retinoids increase sun sensitivity — daily sunscreen is a must while using this.

General guidance from this product's category and active ingredients — always follow the directions on the package.

Trust & honesty

Effective levels — general guide

The concentrations these actives are typically effective at in research — not a measurement of this product.

Vitamin C (ascorbic) 5–20%

L-ascorbic acid is usually used at 5–20% (around 10–15% is common). Above ~20% adds little and tends to irritate more; it also needs a low pH to work.

3-O-ETHYL ASCORBIC ACID

Niacinamide 2–5% (up to 10%)

Most research uses 2–5%; some formulas go to 10%. Very high levels can cause flushing in sensitive skin.

Niacinamide

AHA (acid exfoliant) 5–10% (OTC)

OTC leave-on AHAs are usually 5–10%. The effect also depends on pH and free-acid value, not the percentage alone.

Glycolic Acid, Lactic Acid

INCI lists don't disclose amounts, and we don't claim to know this product's levels — these are the ranges these ingredients are usually effective at, so you can tell a real formula from "fairy-dusting" a marketed active. How we estimate this.

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