Athleisure brand Milk Makeup has launched a revolutionary skin care serum for use on the go. Watermelon Brightening Serum is billed as the first solid serum, according to a report published by Allure.

The serum is packaged as per the brand’s other stick-based products with transparent cylindrical packaging – a departure from the industry standard, which is to use a bottle and dropper.

“Every serum we saw on the market was in a glass bottle with droppers,” Diana Ruth, Product Developer and Milk Chief Operating Officer told Allure. “They were really frilly and not easy or portable.”

In a move that mirrors its approach to toner, realized via its Matcha Toner Stick, the company has rethought the delivery system for serums, which instead can be applied directly to the face using a stick format now – ideal for millennial consumers who prefer speedy application and simple skin care routines over multiple steps and products.

Watermelon Brightening Serum is fragrance free as well as free from parabens, sulfates, SLS and formaldehyde. What is in it? Watermelon extract is said to deliver hydration while Swiss garden cress sprout and vitamins A, C and E claim to brighten skin and provide protection from pollution.

The new product launches today on milkmakeup.com and will be available at Sephora from April 20.