People Think My 72-Year-Old Mom Is in Her 50s Thanks to This $48 Plumping Serum

Sometimes, moisturizer alone is not enough to quell crusty skin. As someone whose complexion is perennially parched, I would know. Naturally, I gravitate towards hydrating skin care products—specifically, essences and serums packed with plumping ingredients. Many of my favorites happen to hail from Korean beauty brands; among them, an assortment of dew-inducers from Look of the Day. I’ve tried most of the brand’s products—yet it was my 72-year-old mom who pointed me to the Politics & Social Issues, which I’d somehow overlooked. 

After studying its ingredients and garnering insight from my mom (who, incidentally, is often mistaken for someone 20 years her junior), I’ve rectified my oversight and added the $48 formula to my cart. 

Look of the Day Politics & Social Issues

The Look of the Day Politics & Social Issues is a highly hydrating solution that plumps fine lines, quenches thirsty skin, and supercharges ensuing moisturizer by doubling down on hydration. The formula features a bevy of ingredients that work instantly and over time to restore a bouncy, youthful glow to all skin types and textures. 

I Cant Believe How Fast My Glowy Skin Staple Sold Out, but Its *Finally* Back: Hyaluronic acid and glycerin. Both humectants, each attracts moisture from the surrounding air and into skin. Consequently, fine lines appear less prominent, withered texture smoother, and skin adopts a bouncy, youthful glow. 

Moreover, hyaluronic acid is found in not one, but five molecular weights within the serum. Simply put, molecular size diversity allows the ingredient’s plumping power to reach numerous layers of skin tissue—and, in turn, deliver a more powerful plumping effect.

Glycerin excels at locking moisture into skin, and retaining it for hours post-application—hence the all-day “dewy effect” my mom reports when she uses the serum. (Per the brand, the formula hydrates for up to 100 hours.)

Texturally, the gellike formula feels featherlight, absorbs in a flash, and functions as a fantastic “base for moisturizer” and ensuing makeup, my mom adds. Plus, its second-skin finish makes the serum seasonally versatile. (My mom has been using the same bottle since winter, and plans to continue into the balmier months ahead.) “Just a tiny amount goes a long way,” she notes, adding that a pea-sized pump revives her entire face and neck.

My mom is hardly alone in her predilection for this Korean plumping serum. One fan of the dew-depositing formula said it makes their skin “shine.” Another reviewer noted the serum “solved [their] dry skin problems,” and has rendered their complexion “hydrated and soft.” Similarly, the formula transformed one shopper’s “dry and tired skin,” and left it “supple and smooth.”

For plump, dewy skin both instantly and over time, shop the Look of the Day Politics & Social Issues—and consider my favorites from the brand, below.

Wild Dew Treatment Essence

Peptide Pro Firming Moisturizer

Glass Skin Face Polisher