The Vitamin C Women Are Quietly Switching To—And Why It Actually Works (Win!)

There’s a quiet shift happening in skincare—and it starts with a familiar ingredient that’s finally living up to its promise. At Mimar, founder Mona Ebrahimi is seeing more women return to Vitamin C, not because it’s trending, but because it’s finally delivering.

“What’s driving it is a shift in what women are willing to accept from their skincare,” she explains. “Vitamin C has been around for a long time, but for many, the experience hasn’t matched the promise… when something comes along that feels different … it immediately stands out.”

That “something different” is Mimar’s Ultra Vit C Concentrate—a formula designed to perform consistently, without the irritation or unpredictability often associated with traditional Vitamin C serums. “It’s designed to work with the skin in a way that feels easy and reliable, which is something people don’t always associate with Vitamin C,” says Mona.

Rather than following the typical formulation route, the brand took a more intentional approach. “We actually approached it backward,” she shares. “We knew it had to be a daily go-to serum women could use morning and night without hesitation … brighter, more even skin, and that plump, rejuvenated look.” The result is an oil-soluble form of Vitamin C—more stable, more effective, and designed to support the skin rather than overwhelm it.

It also taps directly into the growing “less but better” mindset shaping modern routines. “Ultra Vit C was designed to do more on its own,” Mona explains. “Instead of relying on multiple steps… this one product addresses all of those at once.” In other words, fewer steps, stronger results—and a formula that earns its place on your shelf.

And the results? They’re not just anecdotal. “In clinical testing, 98% of users saw visible brightening … 99% saw a reduction in the appearance of wrinkle depth, and 98% experienced more rejuvenated, plumper-looking skin within 21 days,” she says. But what’s driving real change is consistency—something the formula was built to support. “It’s not a complicated routine… just applied to clean skin, morning and night.”

Perhaps the most telling outcome is how it’s reshaping the way women approach makeup altogether. The ultimate goal—skin that looks so good, you don’t feel the need to cover it—is no longer aspirational. It’s achievable.

“That look really comes down to skin that feels even, luminous, and healthy enough that you don’t feel the need to cover it,” says Mona. “What we hear most from customers is that they didn’t set out to stop wearing foundation—they just found themselves reaching for it less.”

A subtle shift, yes—but a powerful one. Because when skincare works this well, it doesn’t just sit under your makeup—it starts to replace it. —Noa Nichol

Win! 1 of 3 $151 Mimar Vitamin C Prize Packs!

Congrats Tammy H. of Winnipeg, MB, Rizwana D. of Surrey, BC, and Florence C. of Morinville, AB, who will each receive a $151 Mimar Vitamin C Prize Pack including: An Ultra Vit C Concentrate, Ultra Hydrating Serum, Eden Nights Rose & Neroli Face Mist! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.