This serum's ingredient list is impressive with lots of functional and nutritious components such as niacinamide,green tea leaf extract, bifida ferment lysade, EGF and they're all very high up in the list which means they actually made up the serum. The texture is a clear gel that absorbs quickly into skin. Moisturizing power is not really there, it's more like a light hydration for your skin. I would not judge its on that property anyway since it's not the main focus of this serum. I haven't seen much brightening effect as well. But for the price of the product and the fabulous ingredients I think I will try using it more to see the long term results.