Science behind this product: Vitamin C is a proven skinbrightener and antioxidant for decades. It boosts collagen formation and effectively targets visible signs of ageing, giving skin the muchneeded glow. The effectiveness of Vitamin C majorly depends upon the concentration of pure Vitamin C delivered to your deeper layer of skin. If a serum delivers 810 % of pure Vitamin C right into the dermis, it works like a magic wand. However, Vitamin C is highly unstable in its purest form (LAscorbic Acid) and loses its efficacy when exposed to air or light. Minimalist Vitamin C serum is formulated with a stable Vitamin C derivative, 10% Ethyl Ascorbic Acid that is closest to pure Vitamin C (LAscorbic Acid) in molecular size and weight.