In the crowded world of skincare, few ingredients have earned the kind of praise and attention that niacinamide has enjoyed lately. In PURA’s Hyaluronic Ruby Serum, this powerhouse form of vitamin B3 plays a starring role by working alongside other high-performance actives to deliver transformative results.

If your skin is feeling dull, uneven, dehydrated, or lacking glow, niacinamide might just be the multitasking solution it needs.

What is Niacinamide? 

Niacinamide is a water-soluble vitamin that works with the natural substances in your skin to:

• Visibly improve uneven tone and discoloration
• Strengthen the skin barrier
  
• Minimize fine lines and wrinkles
  
• Enhance elasticity and smooth texture
  
• Regulate oil and reduce pore appearance
  
• Calm redness and inflammation

How PURA Puts Niacinamide to Work

In PURA’s Hyaluronic Ruby Serum, niacinamide is more than a singular ingredient. It’s carefully paired with complementary actives that allow it to do what it does best.

Why this unique formula delivers results:

1. Enhanced Skin Barrier & Moisture Retention

Niacinamide strengthens the skin’s lipid barrier, helping prevent transepidermal water loss. Combined with hyaluronic acid, which attracts and holds hydration deep within the skin, the result is long-lasting moisture and a plumper, healthier-looking complexion.

2. Brightens and Balances Uneven Tone

Paired with a stable form of Vitamin C (Ethyl Ascorbic Acid), niacinamide works double-duty to fade dark spots, discoloration, and post-inflammatory marks. This duo creates a more even, luminous complexion without irritation.

3. Firming Power

Niacinamide stimulates microcirculation in the dermis, which helps improve elasticity and skin firmness. With consistent use, skin appears smoother, firmer, and less lined.

4. Defends Against Environmental Stress

Niacinamide doesn’t just correct; it protects. It enhances the skin’s resilience against oxidative stress caused by pollution, UV exposure, and other environmental aggressors, further supported by antioxidants like lycopene and Vitamin C in the formula.

Your radiant, firm, hydrated skin starts here with our Hyaluronic Ruby Serum. Also available in a sustainable refill pouch. 

⭐️⭐️⭐️⭐️⭐️

"I love this serum! It is beautiful, silky smooth, and feels luxurious to apply. I love how it softens and plumps my skin. The added ruby is a beautiful touch!"

-Jennifer (verified customer)