{"title":"Serums","description":"","products":[{"product_id":"natural-retinol-alternative-oil-serum","title":"Natural Retinol Alternative Oil Serum","description":"\u003cp class=\"p1\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eAll the renewal of retinol — without the weeks of irritation, peeling, and doubt getting there. \u003cbr\u003e\u003cbr\u003eA plant-powered facial oil built around Bakuchiol — a natural compound clinically shown to deliver retinol-like results (improved texture, reduced fine lines, more even tone) without the photosensitivity, irritation, or barrier disruption associated with traditional retinol. Paired with Rosehip Oil, rich in naturally occurring Vitamin A and essential fatty acids. \u003cbr\u003e\u003cbr\u003eSuitable for all skin types, including sensitive and mature. Unlike retinol, it can be used morning or evening — and is safe during pregnancy. Dry-finish texture: absorbs without greasiness. Use it as your last serum step before moisturiser.\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Selfnamed","offers":[{"title":"Default","offer_id":50742817685845,"sku":"79194","price":35.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0950\/2149\/8709\/files\/Natural_Retinol_Alternative_Oil_Serum_Bakuchiol_Rosehip_Firmly.jpg?v=1775228340"},{"product_id":"pigment-perfecting-serum","title":"Pigment Perfecting Serum","description":"\u003cp class=\"p1\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eDark spots aren't permanent — they're a signal. This serum responds to it, consistently and without aggression. \u003cbr\u003e\u003cbr\u003eA lightweight, targeted serum with Hyaluronic Acid at its core — deeply hydrating the skin while supporting barrier function, which is the foundation of any effective pigmentation routine. A compromised barrier slows cell turnover and makes dark spots more persistent. This serum addresses that from within. \u003cbr\u003e\u003cbr\u003eSuitable for all skin types. Use daily as part of a consistent routine — results with pigmentation take time and patience, not miracles. Pairs well with the AHA Peeling Concentrate or Glycolic Acid Exfoliator for a complete brightening approach.\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Selfnamed","offers":[{"title":"Default","offer_id":50810939474261,"sku":"82305","price":31.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0950\/2149\/8709\/files\/Pigment_Perfecting_Serum_Alpha_Arbutin_Niacinamide_Dark_Spot_Serum_Firmly.jpg?v=1775228439"},{"product_id":"niacinamide-gel-moisturiser","title":"Niacinamide Gel Moisturiser","description":"\u003cp class=\"p1\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eBalanced, calm skin isn't luck. It's 5% Niacinamide at the right concentration, in the right formula. \u003cbr\u003e\u003cbr\u003eA lightweight gel moisturiser enriched with 5% Niacinamide (Vitamin B3) — one of the most versatile and well-researched actives in skincare. At this concentration, Niacinamide visibly minimises pores, reduces excess sebum production, brightens uneven tone, and strengthens the skin barrier over time. \u003cbr\u003e\u003cbr\u003eSuitable for all skin types, including dry and sensitive. The gel texture is light enough for oily skin yet hydrating enough for drier skin. Layers well under SPF and makeup without pilling. Use morning and evening for consistent results.\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Selfnamed","offers":[{"title":"Default","offer_id":50841892061525,"sku":"83742","price":28.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0950\/2149\/8709\/files\/Niacinamide_Gel_Moisturiser_Pore_Minimising_Brightening_Face_Gel_Firmly.jpg?v=1775228395"},{"product_id":"collagen-boost-serum","title":"Collagen Boost Serum","description":"\u003cp class=\"p1\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eHydration that actually lasts. Not a temporary fix — a serum that changes how your skin holds moisture through the day. \u003cbr\u003e\u003cbr\u003eA lightweight, fast-absorbing serum combining Collagen and Hyaluronic Acid to deeply hydrate and visibly smooth the skin. Collagen supports structure and elasticity; Hyaluronic Acid draws moisture into the skin and holds it there. Sodium PCA — one of the skin's own natural moisturising factors — boosts the effect from within. \u003cbr\u003e\u003cbr\u003eSuitable for all skin types, especially dry or mature. Use it daily under your moisturiser. Layers cleanly — no pilling, no residue.\u003c\/span\u003e\u003c\/p\u003e","brand":"Selfnamed","offers":[{"title":"Default","offer_id":50854452232533,"sku":"84152","price":35.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0950\/2149\/8709\/files\/Collagen_Boost_Serum_Hydrolysed_Collagen_Hyaluronic_Acid_Serum_Firmly.jpg?v=1775228167"},{"product_id":"vitamin-c-serum","title":"Vitamin C Serum","description":"\u003cp class=\"p1\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eBrighter skin isn't about covering up — it's about giving your skin the tools to do it itself. 2% Vitamin C, Ferulic Acid, and Sea Buckthorn working together. \u003cbr\u003e\u003cbr\u003eA lightweight, revitalising serum with 2% natural Vitamin C — a concentration that's effective without causing the irritation of higher doses. Ferulic Acid stabilises the Vitamin C and significantly boosts its antioxidant efficacy, while Sea Buckthorn Oil adds essential fatty acids and a natural source of additional Vitamin C and E. \u003cbr\u003e\u003cbr\u003eThe combination brightens uneven tone, protects against oxidative stress from UV and pollution, and supports collagen synthesis over time. Use it every morning before SPF. Results build with consistent daily use — not overnight.\u003c\/span\u003e\u003c\/p\u003e","brand":"Selfnamed","offers":[{"title":"Default","offer_id":50855308722517,"sku":"84239","price":32.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0950\/2149\/8709\/files\/Vitamin_C_Serum_Brightening_Anti-Pigmentation_Face_Serum_Firmly.jpg?v=1775228639"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0950\/2149\/8709\/collections\/pexels-shvets-production-9775213.jpg?v=1750866094","url":"https:\/\/myfirmly.com\/collections\/serums.oembed","provider":"Firmly","version":"1.0","type":"link"}