Plum 10% Niacinamide Serum With Rice Water is best for normal to dry skin needing hydration alongside brightening. It is worth buying if you want a lightweight, milky niacinamide serum that skips the tacky finish. If you want an oil-controlling, mattifying niacinamide serum, Plum 10% Niacinamide Serum may not be right product for you.