Score computed from verified review sentiment, ingredient efficacy, and cross-platform consistency.
Reviewed by Flash AI Editorial Team · Last updated March 2026.
Users report this serum effectively brightens their complexion and fades blemishes, leading to a more even skin tone and a visible glow, even after the first use.
The serum's lightweight, milky texture is praised for being hydrating and absorbing quickly into the skin without leaving a greasy residue, making it comfortable for daily use.
Formulated with fermented rice water, the serum is noted for improving skin texture and minimizing the appearance of enlarged pores, contributing to smoother-looking skin.
The serum is generally considered suitable for all skin types, including sensitive skin, and is formulated without fragrance and parabens, making it a gentle option for daily use.
Some users, particularly those with oily or acne-prone skin, have reported experiencing breakouts, fungal acne, or a worsening of their skin texture after using this serum, suggesting the 10% niacinamide concentration might be too high for them.
A few users found the serum to be ineffective for their specific concerns, such as acne spots, and reported seeing no improvement even after consistent use for several weeks or months.
The serum's milky and sticky texture has been noted as not ideal for oily or combination skin types, as it may not absorb as quickly and could potentially trap dirt, leading to concerns about worsening breakouts.
Flash AI analyzes thousands of reviews across Amazon, Nykaa, YouTube & Reddit, etc. to give you one honest score — and finds you the best price in India.
The Plum 10% Niacinamide Face Serum with Rice Water is a brightening and clarifying treatment that targets uneven skin tone, blemishes, and acne scars. Formulated for daily use across all skin types, it brings together niacinamide, rice ferment extracts, and licorice in a milky, lightweight formula that fits into morning and evening routines. It carries an AI Score of 68/100 on Flash AI, drawing on 4914 verified reviews across 5 platforms. The score reflects strong performance in brightening (85) and texture (75), while a breakout score of 45 signals that this serum does not suit every skin type.
The formula centres on 10% niacinamide, an active that helps regulate sebum production, acts on hyperpigmentation, and improves overall skin tone. Rice ferment extracts contribute to smoother skin texture and minimised pore appearance. Licorice targets blemishes and acts on hyperpigmentation. Squalane provides lightweight hydration without greasiness, and vitamin E supports the formula's antioxidant profile. The serum is fragrance-free, paraben-free, dermat-tested, and 100% vegan. It comes in a 50 ml bottle with a dropper cap for controlled, mess-free application.
Reviewers across skin types report brightening and blemish-fading results, with many noting a visible glow and improved texture after consistent use. The serum suits dry, normal, combination, oily acne-prone, and sensitive skin types per its specs. However, some users with oily or acne-prone skin have reported breakouts, fungal acne, or worsened skin texture, suggesting the 10% niacinamide concentration may be too high for them. A few users also found the milky texture sticky on oily skin, noting it did not absorb as quickly. At least one user experienced red bumps and flushing. If you have reactive or acne-prone skin, patch test before committing to daily use.
Priced between ₹679 and ₹849 across 14 sellers, this serum sits in the accessible mid-range for active serums in India. For users dealing with dullness and post-acne marks on normal to dry skin, a brightening score of 85 and consistent positive review sentiment around glow and texture improvements support good value at this price. At ₹679, it offers a reasonable entry point into niacinamide-based skincare. The concentrated niacinamide paired with rice ferment extracts and licorice makes it a focused formula for brightening concerns. Flash AI recommends it for normal, dry, and combination skin types targeting hyperpigmentation and uneven tone, with a patch test strongly advised for oily and acne-prone users before daily application.
"With a Flash AI Score of 68/100, Plum 10% Niacinamide Face Serum Rice Water earns its ranking through demonstrated, cross-platform results."
— Flash AI Editorial TeamPlum is a skincare brand available across major Indian marketplaces including Amazon, Nykaa, and Flipkart.
| Features | 10% Niacinamide Face Serum Rice Water | Minimalist 2% Hyaluronic Acid + Pga | The Derma Co 10% Niacinamide Face Serum | Vilvah Milk Drops Brightening Serum |
|---|---|---|---|---|
| Key Actives | Licorice, Niacinamide, Rice Ferment Extracts | Hyaluronic Acid, Vitamin B5 | Niacinamide | Alpha Arbutin, Hyaluronic Acid… |
| Best For | All | Women | Sensitive Skin | Pregnant women |
| Fragrance | Fragrance Free, Unscented | Unscented | — | Unscented |
| Price From | ₹679 | ₹499 | ₹254 | ₹215 |
"honestly love the Plum Rice Water and Niacinamide 10% Serum sooo much. This is my second time using it and I can?t explain how happy I am with the results ..."
"The Plum Rice Water & 10% Niacinamide Serum is generally well-rated (around 4.4? online) for brightening skin fading blemishes and improving texture without ..."
"Must-Have Serum! ?Plum's Rice Water & Niacinamide 10% Serum is a true skincare great product. I noticed a visible glow right after the first use?my skin ..."
This serum contains 10% niacinamide, as listed in its specs. Reviewers report visible brightening, reduced blemishes, and improved skin tone with consistent use. Some users with oily or acne-prone skin found this concentration too high, reporting breakouts or worsened texture. Your skin's tolerance to niacinamide will determine how effective and comfortable this formulation is for you.
Apply this serum after cleansing and before moisturising, as the product's application instructions specify. Niacinamide suits both morning and evening routines. If you use multiple actives, apply thinner water-based formulas first and build towards heavier textures. No specific layering interactions are confirmed or contraindicated in the product's specs or review data, so consult a dermatologist if you plan to combine multiple high-concentration actives.
The specs list this serum for daily application, and niacinamide does not increase photosensitivity, making it suitable for both morning and evening use. Apply it after cleansing and before moisturising each time. If you use it in the morning, follow with sunscreen as part of your routine.
The specs list compatibility with all skin types, including dry, normal, combination, oily acne-prone, and sensitive skin. Reviewers with dull skin and post-acne marks report the strongest brightening results. Users with oily or acne-prone skin should exercise caution, as some have reported breakouts, fungal acne, or worsened texture after use.
Some reviewers report visible brightening within the first few uses. Consistent improvement in skin tone, blemish reduction, and texture typically emerges over several weeks of regular use. Reviews that mention four or more weeks of use tend to carry stronger signal than early impressions. Individual results vary based on your skin type, existing concerns, and overall routine.
The product specs do not specify a gradual introduction requirement. However, at 10% niacinamide, this is a moderately high concentration. Some users with sensitive or acne-prone skin have reported irritation, breakouts, or flushing after use. If you are new to niacinamide or active serums, patch testing on a small area before full-face application is a sensible precaution.
Some users have reported new breakouts, fungal acne, or worsened skin texture after starting this serum, particularly those with oily or acne-prone skin. Purging typically occurs in areas where you already break out and usually resolves within four to six weeks. If breakouts appear in new areas or persist beyond that window, they likely indicate a reaction rather than purging. If you develop red bumps or flushing, discontinue use and consult a dermatologist.
The specs list sensitive skin as a compatible skin type, and the formula is fragrance-free, paraben-free, and dermat-tested, which reduces common irritation triggers. However, at least one user reported developing red bumps and flushing after use. If you have sensitive skin, patch test on a small area for several days before applying the serum to your full face.
This serum is available across 14 sellers, with prices starting from ₹679. Checking major Indian e-commerce and beauty retail platforms will help you find the best current price. Prices may vary based on ongoing promotions or seller-specific offers, so comparing listings before purchase is worthwhile.
This serum has a shelf life of 21 months. Store it in a cool, dry place away from direct sunlight to help maintain the stability of active ingredients like niacinamide and rice ferment extracts. The specs do not mention a refrigeration requirement, but avoiding heat and humidity is generally advisable for liquid serums.
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