Milk Makeup unveils skin-tightening Watermelon Brightening Serum

Milk Makeup has added Watermelon Brightening Serum to its colour-filled beauty line.

Claimed to be suitable for a wide range of skin types, the serum is available at milkmakeup.com and Sephora.com for $36.

It contains watermelon extract and vitamins A, C, E, which are designed to hydrate and brighten skin, as well as provide protection from free radicals.

The formula contains matrixyl, a peptide complex that acts as a replacement of retinol.

Watermelon Brightening Serum is claimed to be fragrance-free and does not contain skin irritants such as parabens, sulfates, sodium laureth sulfate (SLS) and formaldehyde.

The serum’s formula is said to provide instant plump and luminosity to the skin without any shine.

Milk Makeup chief operating officer Dianna Ruth told Allure.com: “Every serum we saw on the market was in a glass bottle with droppers. They were really frilly and not easy or portable.

“You just put the stick directly to your face and get all the benefits directly to your skin. The product isn’t wasted on your hands. It’s really modern and very utilitarian. This takes two seconds.”