Drunk Elephant : C- Firma Day Serum

IMG_20160310_125447-01The inevitable process of aging starts at the time of birth. The process of aging is of two main types : Chronological (intrinsic) and Photoaging (extrinsic). The chronological aging proceeds at the variable rate in different individuals and depends on the unique genetic makeup and the underlying skin type. On the other hand, photoaging is caused by the deleterious effects of the ultraviolet rays over the years.

The visible signs of photoaging are-

  1. Textural issues – dryness, enlarged pores, wrinkles, pigment changes , sun spots and melasma.
  2. Vascular changes – spider veins , red spots and rosacea.
  3. Degenerative changes – precancerous and cancerous lesions.

Now why am I giving you my medical school lessons , its because most of us think that just using an adequate sunscreen is enough to prevent the sun damage. There are many studies which have proved that using a well formulated antioxidant serum containing Vitamin C and photostable UV filters is of utmost importance in preventing the damages caused by photoaging.1, 2

Drunk Elephant C – Firma Day serum : The company constantly amazes me with being scientifically on point with the ingredients , excellent delivery system and at the same time avoiding unnecessary and harmful ingredients and fillers. It’s also cruelty free , gluten free and Supporter of IEF (International Elephant Foundation).

Ingredients: Water (Aqua), Ethoxydiglycol, Ascorbic Acid, Glycerin, Laureth-23, Lactobacillus/Pumpkin Ferment Extract, Sclerocarya Birrea (Marula) Seed Oil, Ferulic Acid, Sodium Hyaluronate, Algae Extract, Camellia Sinensis Leaf Extract, Lactobacillus/Punica Granatum (Pomegranate) Fruit Ferment Extract, Glycyrrhiza Glabra (Licorice) Root Extract, Vitis Vinifera (Grape) Juice Extract, Phyllanthus Emblica (Indian Gooseberry) Fruit Extract, Hydrolyzed Wheat Protein, Tocopherol, Caprylhydroxamic Acid, Acetyl Glucosamine, Hydrolyzed Quinoa, Glutamylamidoethyl Imidazole, Dipotassium Glycyrrhizate, Tetrahydro Curcuminoids, Sodium Hyaluronate Crosspolymer, Glycine, Sucrose, Maltodextrin, Propanediol, Caprylyl Glycol, Sodium Hydroxide, Phenoxyethanol, Xanthan gum, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Isohexadecane, Polysorbate 60



Packaging : The above pictures show the old and new packaging. The old packaging was awful as you can see from the pictures , the serum used to squirt out from everywhere. But the brand only earned my respect when it quickly acted on it and improved on the packaging. The new airless pump packaging is sturdy, travel friendly and keeps the product contamination free and stable.

Consistency : Not only the packaging , the formulation too went under some modification to make it slightly thicker .

In the above pictures the left pic is of the old formulation – which you can see is too runny, almost watery. The middle pic shows the new formulation which is slightly thicker . Once you pat the serum in both gives the same healthy effect. It absorbs completely with no stickiness or residue.

Fragrance : None


My skin type: Oily/ combination /sensitive / sometimes dehydrated which gets congested easily along with post acne hyperpigmentation over the jawline and some sunspots.

How long have I used it ? I have used the old serum for at least 8 months and there is still some left in it and the one with the new packaging since January. I wanted this to be the first product to be reviewed on my blog because I have been most consistent with its usage for the longest time now. But when they changed the formulation slightly along with the packaging , I wanted to use it for sometime to see if I get the same effect. Yes !! I can take that long before I can attest to the efficacy of any serum apart from cleansers and toners where you can see the effect early on .

I have tried various vitamin c serums before in which the Skinceuticals is the most known and popular product. But sadly it didn’t work on my skin and all I got was a horrible breakout which took too long to heal. I swore off from any vitamin c product for long but when I came across the Drunk elephant glycolic serum which my skin loves , I decided to give its C Firma day serum a shot and rest is history.

How I use it ? I use it as the first product after cleansing and toning and about one pump for the whole face. It absorbs easily. It layers well with the other products I use, be it the facial oil or any of the creams. It’s very lightweight and you don’t even feel it on the skin. But if you are overzealous and use more than one pump than for oily skin it can pose a problem. I mainly use it in day time since Vitamin C has been proved to boosts the efficacy of the sunscreen.

Results : If you have been reading my blog and following me on Instagram then you know my love for brightening serums as my main concern is sun spots ,acne hyperpigmentation and some textural issues like large pores.  The sun spots take the longest time to go and as you have read above they  are the signs of sun damage and photoaging.

With the use of this serum I can safely say that since I have started using this serum I haven’t got any new sun spots. The one’s which I already have, they have lightened to a considerable degree. There were no overnight results for me but it has a cumulative effect and over the time it has made the overall look of my skin healthy , even toned and firm. I attribute that solely to this serum because it not only has potent Antioxidant Complex (15% L-Ascorbic Acid, Ferulic Acid, Vitamin E but also Pumpkin extracts which works as an enzyme exfoliant to  digest surface dead skin cells and decongest pores. It also has grape juice, licorice extracts and Indian gooseberry which are known to help in discoloration and brightens the skin while promoting firmness. The serum provides little hydration on its own for normal to oily skin ( Dry skin will need extra hydration) since it has sodium hyaluronate. It is the sodium salt of hyaluronic acid and works better than hylauronic acid since it can penetrate easily and hydrate the skin at the deeper levels. It also has virgin marula oil in it which is high in antioxidants and omegas 6 & 9 and is known to protect and heal the skin. This serum not only provides an extra layer of defence against the sun damage but the vitaminC in it also boosts collagen and firms the skin. I really can’t say enough good things about this serum.


  • Easily absorbed with no residue or oily feeling afterwards
  • No artificial fragrance
  • Impressive array of ingredients along with 15 % vitamin C and a pH of around 3.5 to make it more efficacious and stable.
  • Brightens , hydrates , firms and gives an over all healthy look to the skin
  • It comes in airless pump packaging which keeps the product stable
  • It has a cumulative effect, the more you use better are the results .
  • It has a shelf life of two years.
  • It really lasts long since you just need one pump for the whole face .

CONS: I can’t find any but if I really have to then –

  • It has no effect on hormonal acne  I get though the scars heal quickly if you are consistent with its usage.
  • Price ? may be . But you can replace lot of your  unnecessary serums with this one do it all serum.

Will I repurchase ? Ha !! I already have a back up since it’s an opaque bottle and I don’t know when I’ll run out of it . If I have to pick just one serum to live with for the rest of my life then this is it .

Recommended for :  Yes to all skin types

Do you need it ? Yes , this is the most well formulated antioxidant serum without any harmful ingredients and it not only contains impressive 15% vit c but other potent skin beneficial antioxidants. Everyone who cares about their skin and believes in preventive measures should have this in their regimen.

Price : 80 $ for 1 fl oz. It has a shelf life of 2 years.

Available on : drunkelephant.com, sephora.com, dermstore.com. For international deliveries : sephora.com and amazon.com is your best bet.

*Disclaimer:All products are purchased by me and this post is no way sponsored by the brand. The opinions expressed here are mine and not those of any advertiser, company, affiliate or group. Images used in my posts are protected by copyright, and any unauthorized copying, reproduction, republishing, uploading, posting, transmitting or duplicating of any of the material is prohibited without my express written permission. To obtain permission to copy portions of the blog, please send an e-mail to me at skinritualdiary@gmail.com.

12 Comments Add yours

  1. Cat L. says:

    Great review as always! I’ve just added this to my list!
    ~ Cat L.


  2. Cat L says:

    Great review as always! I’ve just added this to my list!

    ~ Cat L.


  3. very nice review. this sounds good. i really enjoyed this post 😀


    1. I’m so glad that you enjoyed it. Thank you so much . It definitely is a good product and one of my favourite serum.


  4. Ohh you’ve just convinced me to get a back up of this! I was thinking I’d try a different vitamin c serum when I run out, but I think I love this one a little too much! Great post! X


    1. Thank you so much, Din for taking out time to read this . I know we share a common love for this product 😉 I have used many vitamin C serums but I have yet to find something so complete like this. It will always be staple in my cabinet.


  5. Kelly says:

    Great review! I keep seeing this pop up everywhere now on IG which made me curious to know more! sounds like another for the Hit List! Kelly xx



    1. Thanks so much , Kelly !! It is indeed a beautiful serum jam packed with beautiful ingredients. I can’t recommend this enough though I know how long is our list 😉 You can safely move this little up in your list. Thanks again for stopping by !


  6. Hannah says:

    You write such great reviews, thanks for sharing such honest, detailed opinions! I do have a question about this product…I’ve heard that using Vitamin C during the day can actually cause dark spots, which has sort of scared me away from this product. What do you think? Obviously that hasn’t been your experience with this product but still…


    1. Hi Hannah,
      Thanks so much for your kind words. Regarding your query , the vitamin C doesn’t cause any dark spots rather it helps in fighting the hyperpigmentation and free radicals damage in the skin and boosting the antioxidant power of the serum. But it’s very important to be diligent with the usage of sunscreen along with it to experience the full benefits.


      1. Hannah says:

        Ha, well I really got that backward! 🙂 I’ll have to take my Mad Hippie Vitamin C Serum out of detention then!


      2. Hi Hannah, Yes you should and I have tried the Mad Hippie in the past and I love its texture and that how easily it absorbs. But I don’t know if it stays stable in that packaging and what percentage of vit c they use. Nevertheless one should always have a vitamin c serum in their routine.


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