What's in a title? It may seem simple to assume that "hyper" means more and "pigment" refers to colour, thus hyperpigmentation is just an increase in colour. However, the reality is more complex.

Hyperpigmentation is a prevalent skin condition characterised by darkened patches on the skin. There are three primary types of hyperpigmentation:

• Melasma: Caused by hormonal factors and exacerbated by sun exposure.

• Post Inflammatory Hyperpigmentation (PIH): Resulting from trauma such as acne scars, rashes, burns, inflammation, or intrinsic conditions.

• Freckles and Sun Damage: Influenced by genetics and exposure to the sun.

In each case, there is a disruption in a well-intentioned biological process involving melanin, the pigment responsible for our skin tones. Melanin is naturally produced by all humans, but its quantity, types, size, and distribution are influenced by genetic factors. In hyperpigmentation, both melanin production and distribution increase as a response to potential cellular damage, whether actual (physical injury) or perceived (hormonal changes, heat, or sun exposure), in order to protect keratinocytes. Since melanin is present in all individuals, everyone is susceptible to hyperpigmentation. To maintain healthy skin function, melanin must be properly regulated on a daily basis.

With a thorough understanding of how skin functions optimally, Lira Clinical has developed a new product to effectively target the underlying causes and consequences of hyperpigmentation. The product's name speaks for itself:

PRO Brite-Plus Serum provides antioxidant protection, anti-inflammatory relief, and potent brightening properties, ensuring radiant and beautiful skin for all skin types, tones, and conditions.

Each ingredient in this brightening serum serves a functional and purposeful role, but three ingredients particularly inspired the "Plus" in the product's name:

• Tranexamic Acid (TXA): An efficient brightening component that interferes with the communication between keratinocytes and melanocytes. It has been proven highly effective in addressing melasma.

• Ferulic Acid: An antioxidant that enhances the effectiveness of other antioxidants, this powerful brightening component also maximises anti-aging benefits by protecting against cellular damage.

• MASQ-tech™: The specific form of mastiha utilised in this potent serum facilitates effective communication with the skin, delivering brightening triterpenes to the epidermis. This not only helps calm melanocyte production but also shields keratinocytes from free radical damage.

Analysing the name of Lira Clinical's latest product release, "PRO" signifies its professional design, "Brite" encourages a healthy melanin response, and "Plus" represents the distinctive Lira Clinical inclusions that synergistically enhance each formulation's effectiveness. The PRO Brite-Plus Serum is an exceptional brightening and soothing serum that effectively addresses all types of hyperpigmentation while preventing uneven melanin distribution.