Other forms: sera; serums
Technically, serum is the part of blood that doesn’t clot, or any kind of “watery animal fluid.” But serum as skincare refers to watery fluid made of almost anything designed to make skin more beautiful. No animals involved.
The medical term serum is used to describe the watery component of blood that's left behind when blood clots or coagulates. The serum of someone who's recovered from a disease is sometimes used to treat patients who fall ill with the same disease. Antibodies in the serum can fight off the virus or bacteria that caused the illness. In Latin, serum means "watery fluid." That’s what cosmetic companies have in mind when they sell various face serums.