100% Pure Multi Vitamin + Antioxidants Potent PM Serum Product Review



100% Pure
Multi-Vitamin + Antioxidants
— Potent PM Serum

Price:  $59.95


This multi-vitamin PM serum is a potent formula of stabilised vitamins working in synergy to reduce lines and wrinkles, increase firmness and elasticity, brighten and even skin tone. The hero ingredients are highly active, including Niacinamide and Vitamin C as two anti-ageing powerhouses, Vitamin E for protection against environmental damage, CoQ10 for reversing the signs of sun damage, and Retinol for an injection of firmness to the skin.

A red flag to some of you reading may be that this formula has Niacinamide and Vitamin C in the same formula. I had an initial freak-out too. However, the Vitamin C used here is not regular Ascorbic Acid. 100% Pure have used Magnesium Ascorbyl Phosphate, the most stable form of Vitamin C with an identical pH balance to Niacinamide (pH 6), making them work harmoniously together.


Who are 100% Pure?

100% Pure is an American born natural cosmetics brand, formulating everything from hair care to skincare to fruit pigmented make-up. They adopt a 9-step testing process, from testing purity of the raw ingredient, to ingredient synergy and potency, right through to sensitivity testing and chemical stabilisation. They use no water, fillers nor thickeners in their formula.  No water is to ensure that the ingredient formulation isn’t being diluted, however instead they will use organic floral hydrosols, organic aloe juice or organic teas for their therapeutic benefits.

100% Pure have a sustainability commitment in minimising their carbon footprint, from their biodegradable formulas to their recyclable packaging, right through to the landscape of their headquarter property that is solar powered, and surrounded with drought resistant plants watered from condensation collected from their roof. Pretty unreal, right?


First impressions

The scent of this serum is quite refreshing – perhaps due to its high Vitamin C component. It’s got strong citrus notes, however once blended into the area has a more chemical smell – something quite consistent among formulas containing retinol.

When people think serums – they usually think of an oilier consistency to what I’m looking at now. This texture is slightly thicker and more gel like – without it being heavyweight by any means. Once this has been spread across the area, the serum sinks into the skin, leaving it dry to the touch.

Due to the highly active ingredients in this serum, I’d advise to steer clear if you suffer from sensitivities. However, many of the ‘actives’ are in their most gentle form, which is a huge plus particularly if you’re using this every PM. You may not notice a huge difference straight away. Due to the ingredient strength and potency, you may see results after using this for 2-3 weeks minimum.


Ingredient watch

read our full Formulation Analysis

The Good

Magnesium Ascorbyl Phosphate (MAP) is a gentle alternative to pure Vitamin C.
1% Retinol
is a less irritative alternative to other Vitamin A alternatives.
Hyaluronic Acid is a water-loving molecule holding up to 1000x its weight in water.
Niacinamide balances oil production and improves surface structure of the skin.

The Questionable

There are no questionable ingredients in this product.


Packaging review

This product uses 2 types of plastic in its packaging and non-toxic soy ink as their label.

Bottle: Glass- See more about Glass and its impact
Pump: PP- See more about PP and its impact

100% Pure’s Multi-Vitamin PM Serum is stored in a dark amber glass bottle, an environmentally-friendly alternative to other packaging methods due to its ability to be reused, recycled and repurposed.

Their sustainability initiatives are delivered right through to their packaging, where outside of their packaging choices, comes also how they print – using non-toxic and soy inks for biodegradability.


Formulation full analysis

The Good

Magnesium Ascorbyl Phosphate (MAP) or Vitamin C, has the ability to help protect and repair skin cells. It’s the most sought-for ingredient for anti-ageing and to help treat hyperpigmentation. MAP is a gentler version of Asorbic Acid (AA), which is the purest form of Vitamin C. Due to AA’s unstable nature, MAP is a stand-out alternative as it is still water-soluble, increasing its ability to penetrate the skin, and has what AA lacks: a gentle effect on the skin, efficacy in lower concentrations, and stability at a neutral pH. In this study, researchers found that it was less effective than topical AA, however had a better ability of penetrating the skin to deliver the results. Those with skin sensitivities may need to be aware of Vitamin C’s acidic and exfoliating effects, identifying what they are able to tolerate.

1% Retinol (A.K.A Vitamin A) is the precursor for internally produced retinal and retinoic acid. This means that it’s a slower alternative to Retinaldehyde and Retinoic Acid Esters, that are faster to show results. This gentle formula has less irritative properties than the others, however will need the commitment prior to seeing results.

Hyaluronic Acid promotes healthier, more supple skin. It’s the major matrix substance for how collagen and elastin are embedded, therefore has the ability to restore skin elasticity and reduce appearance of wrinkles in skin that is undergoing the natural ageing process or effected by environmental factors like sun damage or pollution. Due to its exceptional ability to hold up to 1000x its weight in water, it becomes the go-to ingredient to hydrate skin from the deeper levels of your skin.

Niacinamide the highly coveted ingredient due to its controversy alongside other ingredients. On its own, the ingredient has shown to have a stabilizing effect on the skin, reducing what is known as trans-epidermal water loss (TEWL), effectively balancing oils and improving the moisture content in the skin. In ageing skin, topical application of niacinamide improves surface structure, smoothing out wrinkles and inhibiting the process of photocarcinogenesis. This ingredient is best at a pH of 5 to 7.5, and when used with a highly acidic ingredient such as Vitamin C or AHA’s/BHA’s can cause hydrolysis of Niacinamide to Niacin, causing flushing of the skin. As 100% Pure have stated, they’ve used MAP as their form of Vitamin C – which sits at a pH of 6 to work harmoniously with Niacinimade. If you suffer from any sensitivities, I would recommend you do not test these waters, as this product may cause some irritations.

The Questionable

There are no questionable ingredients in this product.



Have you tried and tested the 100% Pure Multi-Vitamin + Antioxidants Potent PM Serum, or any other 100% Pure products?

Do you have any personal experience with mixing Vitamin C, Retinol and Niacinamide in your routine?

Share your thoughts below!

More reviews:

Have a product that needs reviewing?

— Join the Noema conversation.