It’s easy to forget that not everyone has the same level of product knowledge when you work in the beauty industry, like I do. Particularly skincare products, which naturally enough might be confusing. I just received a Whatsapp message from a close friend that reminded me that there’s still more research to be done on the ideal face serum.
Many people believe that a quality moisturizer is the main component of an effective skincare regimen. No one can dispute the importance of feeding, but in order to treat the skin and provide it with the nutrients it requires, you must use a powerful serum. more than one at times.
In the world of skincare, these tiny joys are practically unmatched in what they can accomplish. But understanding serums can be a little challenging. Cleansers purify; moisturizers hydrate; but, what about serums? Not as clear-cut. It can also be overwhelming because there are so many options available on the market, including moisturizing, niacinamide, and antioxidant serums, to mention a few.
This guide is meant to give you the confidence to confidently navigate the beauty aisles and e-tailers. To help you choose the best serums, we’ve tested a ton of products and talked to specialists.
What is a face serum?
According to Dr. Sophie Momen, a consultant dermatologist at The Cadogan Clinic, “a face serum is designed to penetrate deeply into the skin, delivering active ingredients that hydrate, brighten, and rejuvenate.” It aids in moisture retention, minimizes wrinkles and fine lines, balances skin tone, and encourages the formation of collagen. Additionally, serums can address certain issues like acne and hyperpigmentation, enhancing the general luminosity and texture of the skin.”
Put simply, they attend to the skin. Additionally, skin experts concur that this is the product you should spend the most money on because it is the most crucial part of your skincare routine.
They may feel more greasy or be water-based. They are applied before moisturizing and after a toner, if you use one, in your skincare routine.
Serums are the best method for introducing active substances into the skin because of their high potency and concentration.
As per Dr. Justine Kluk, a consultant dermatologist, “Serums are composed of small molecules that penetrate the skin deeper than face cream, and have a much lighter consistency.” In contrast, moisturisers are thicker and sit on the skin’s surface, where they do a variety of functions, including locking in moisture and the beneficial ingredients from your serum.
When do you apply face serum?
The recommended dosage is twice a day, yet the serum you use in the morning and before bed may not be the same. Certain serums, like retinol serums, are designed to be used while you sleep, while other serums, like vitamin C serums that brighten skin, are best used first thing in the morning.
According to Dr. Barbara Sturm, “the main objective is shielding against inflammatory and oxidizing elements during the day.” “This entails applying a serum containing hyaluronic acid, protecting against UV rays, and combating pollution.” Using active compounds that support the body’s healing processes while you sleep is crucial at night.”
After using your serum, use your moisturizing cream next, followed by an amazing night cream in the evening and, in the summer, a face sunscreen (an SPF moisturizing cream usually works well in British winters).
After giving yourself an at-home facial with exfoliating masks or something similar, a wonderful soothing or moisturizing serum can perform wonders to soothe and relax the skin.
How to choose the best face serum for your skin type
“The most effective way [to incorporate a serum into your routine] is to identify what main issue you currently have with your skin – whether it’s dryness, fine lines or uneven skin tone for example – then choosing a specific serum designed to help tackle that problem,” Dr. Momen advises. Dr. Kluk concurs with her: “Make a list of your skin’s objectives, such as moisturizing or brightening. Choose items that take care of the top one or two priorities first. You can always modify them to suit your evolving needs.”
To give you an idea, hydrating serums contain ingredients like hyaluronic acid and glycerin; brightening serums address pigmentation, dullness, and uneven skin tone; antioxidant serums are helpful if you are concerned about ageing skin and typically include ferulic acid and vitamin E in their formulas.
“To determine if you need these serums, assess your skin’s condition,” Dr. Momen states. “If it feels dry or tight, a hydrating serum is beneficial; if you have uneven skin tone or dark spots, a brightening serum such as Vitamin C or retinol can help; and if you are exposed to pollution or concerned about aging, an antioxidant serum such as ferulic acid will provide protective benefits.”
1. CeraVe Hyaluronic Acid Serum
Specifications
Skin type/concern: Dry and dehydrated
Today’s Best Deals
£18.40 at Lookfantastic
Reasons to buy
+
Creamy feel on the skin+
Good base for make-up
Reasons to avoid
–
High silicone content
Hyaluronic acid serums are typically sticky and have a gel-like consistency. Not this CeraVe one, please. This feels really creamy and applies wonderfully to the skin. It is suitable for all skin types, especially those with dry skin. However, if you have oily skin, you may be able to use it as your daily moisturizer.
Senior Beauty Editor Katie Thomas states: “I have never encountered a more moisturizing serum, and I have dry skin, especially in the winter. I also appreciate that it’s so reasonably priced, so I can tell everyone about it. I trust CeraVe for my skin. Although the package may not be the most exquisite, the items are really effective.”
2. Estée Lauder Advanced Night Repair Synchronized Recovery Complex
Specifications
Skin type/concern: All, especially dry and dehydrated skin
Today’s Best Deals
£54.95 at Lookfantastic
Reasons to buy
+
Hydrates skin to reduce signs of ageing+
Skin loving probiotic ingredients
Reasons to avoid
–
It’s not as ‘active’ as people might think
the initial. The traditional. These are some interesting facts regarding the popular serum. Estée Lauder sold more than 5.7 million ANR bottles worldwide in a single year. It hydrates and brightens while diminishing the appearance of the main indicators of aging. Hyaluronic acid was initially used in this skincare product, and the recipe is protected by a patent that expires in 2033.
Senior Beauty Editor Katie Thomas states: “I’ve been using this serum for a very long time—ever since I entered the beauty profession, actually. It occupies a unique spot on my bedside table. Even though the chemicals aren’t particularly strong, my skin feels nourished, plump, and joyful when I wake up. This, as I become older, is really essential to me. To combat any indications of aging, I like to apply this after my retinol serum.”
3. Caudalie Skincare Vinopure Blemish Control Salicylic Serum
Specifications
Skin type/concern: Oily, blemish-prone
Today’s Best Deals
£34 at Sephora
Reasons to buy
+
Unclogs pores for clearer skin+
Contains plant-based salicylic acid
Reasons to avoid
–
Not best used under make-up
The trend is moving from “plus beauty,” which involves utilizing everything on the bathroom shelf, to “minus” beauty, which is using only the products your skin is begging for at the moment. In this non-greasy serum, Caudalie has bottled grape polyphenols and purifying organic essential oils to combat germs that cause spots.
Contributing Fashion Editor Penny Goldstone states: “My skin flared up like never before when I initially came off the pill. There was nothing helpful that I could locate. My skin improved when I started using this serum on a daily basis. Although I don’t get breakouts as frequently as I used to, I still use this in my skincare routine until my skin is clear. An essential for skin that breaks out.”
4. Trinny London Plump Up Serum
Specifications
Skin type/concern: All, including sensitive
Today’s Best Deals
£69 at Trinny London
Reasons to buy
+
Visible results+
Dehydration
Reasons to avoid
–
None, it’s brilliant
The goal of Trinny London’s peptide-serum is to assist with the loss of hydration, bounce, and firmness. All ages can utilize it, but we believe that those over 35 will truly profit from it. The serum has demonstrated remarkable outcomes in clinical trials. Thirty-five women in the cohort reported an eight-week increase in hydration of 100%, a 64% increase in firmness, and a 63% rise in bounce.
Senior Beauty Editor Katie Thomas says: “I adore this serum.” I was disappointed when I completed my first bottle. Texture and hydration improvements are rather obvious, but it’s much more difficult to notice a difference with firmer-promising skincare products. Well, this serum helped me notice it. There was a noticeable lift to my lower cheeks, and there was definitely enhanced flexibility. The only drawback to using a peptide-based serum is that its effects disappear the moment you stop using it. Thus, as soon as you begin using one, you’ll want to use more forever.”
5. Drunk Elephant T.L.C. Framboos Glycolic Night Serum
Specifications
Skin type/concern: Dull, uneven or congested
Today’s Best Deals
£66.21 at Sephora
Reasons to buy
+
Uses a mix of both plant derived and synthetic ingredients+
AHA and BHA exfoliants
Reasons to avoid
–
Gel takes a moment to dry
Do you have the sensation that there are small pieces of sand just beneath the surface of your skin when you touch it? when you touch it and it feels rough? If so, leave the resurfacing acids on your skin for around a week, doing this every night to help buff away dead skin cells.
Senior Beauty Editor Katie Thomas says: “I’m going to share a small secret with you. I prefer to apply this in the morning along with a moisturizing mask if I’ve had a very rough night. For my skin, it’s similar to a small boot camp.”
6. Byoma Clarifying Serum
Specifications
Skin type/concern: Blemish-prone
Today’s Best Deals
£12.99 at Sephora
Reasons to buy
+
Recyclable refill bottle (bottle without the dropper)+
Calms inflammation while clearing skin+
PHA and Zinc to exfoliate skin
Reasons to avoid
–
Takes a little while to absorb (press into the skin)
Byoma’s philosophy revolves around protecting and nurturing your skin barrier. You don’t have to launch an offensive just because your skin is prone to blemishes. Ceramides, antioxidants, PHA, and zinc combine in the recipe to provide a more serene and clear complexion.
“My skin can really bother me; it’s spotty and often irritated,” explains Ally Head, Editor of Health & Sustainability. However, when I was assigned to test this serum, I was overjoyed to discover a product that was under £20 and that actually worked for me. Nothing is worse than finding a fantastic cosmetic product and then realizing you need to take out a loan to continue using it.”
7. Avène Hydrance Boost Serum
Specifications
Skin type/concern: Sensitive or rosacea
Today’s Best Deals
£21.20 at Lookfantastic
Reasons to buy
+
Lightweight and non-greasy+
Hyaluronic acid and niacinamide formula
Reasons to avoid
–
Works best with Avène Hydrance Rich Hydrating Cream Moisturiser
It’s well known that Avène is an expert in treating sensitive skin. In more than 50 clinical trials, their traditional Avène Thermal Spring Water has been demonstrated to soothe and soften skin. Hyaluronic acid and vitamin B3 are components of the composition that work together to moisturize and plump the skin.
Senior Beauty Editor Katie Thomas says: “I may have overreacted in the past while using the active ingredients. Perhaps I increased my retinol use before my skin was ready, or I did too many at-home face peels. When that has occurred, I turn to this relaxing and soothing serum to support my skin during its most vulnerable moments.”
8. Vichy Minéral 89 Hyaluronic Acid Hydration Booster
Specifications
Skin type/concern: Any
Today’s Best Deals
£29.31 at Sephora
Reasons to buy
+
Hydrates and plumps+
Anti-pollution properties
Reasons to avoid
–
Has a sticky feel to it
Equipped with a quality hyaluronic acid, maintaining the moisture balance of your skin becomes a breeze. Vichy’s Minéral 89 serum should be used immediately after cleansing, both in the morning and evening, before using a more potent serum. Double cleansing is being replaced by double seruming.
Fashion writer Sofia Piza says: “I prefer hyaluronic acid-containing products that lather on both morning and night because my skin is prone to flakiness and is slightly drier.” Because of its water-like texture, which instantly hydrates and clearly reduces my flakiness, Vichy Minéral 89 has become a great go-to for priming serums. Like a tall drink of water for parched skin, this product is among the best-selling in the market.”
9. Clarins Double Serum
Specifications
Skin type/concern: Mature and ageing
Today’s Best Deals
£55.25 at John Lewis
Reasons to buy
+
Over 20 active plant extracts +
Made to measure dosage (less waste)
Reasons to avoid
–
It’s expensive
Using 20 strong plant ingredients, this light brown face serum instantly brightens and dewys skin, satisfying thrill-seekers while also firming skin with ongoing usage.
According to Senior Beauty Editor Katie Thomas, “Wrinkles are not really my main concern right now, but I am in my mid-thirties and I am starting to see changes to the skin on my face.” But when I went to see my parents, my mother practically leaped with delight when I gave her a bottle of Double Serum. Nothing appears to blur strong boundaries quite like this, according to her.”
10. Shani Darden Skin Care Retinol Reform
Specifications
Skin type/concern: All – but those with oilier/acne prone skin will love it
Today’s Best Deals
£82 at Cult Beauty
Reasons to buy
+
Lightweight, silky texture+
Visibly minimises acne scars and reduces breakouts
Reasons to avoid
–
Very expensive
Irritation is a typical side effect of retinol, as you are undoubtedly aware. This serum shouldn’t irritate skin because it contains encapsulated retinol. As is usually the case, though, start out small—once a week, then twice a week, and eventually every other day. Apply it in the evening right after cleansing, then use your night cream. Aloe vera and niacinamide, two additional anti-inflammatory components, leave skin feeling wonderfully refreshed after usage.
“This is by far my favourite retinol serum,” says beauty columnist Mica Ricketts. Having tried many, I highly recommend the L’Oreal Paris Revitalift Laser Pure Retinol Deep Anti-Wrinkle Night Serum if you’re looking for something a little less expensive. However, considering that I never experienced any irritation, it makes scars and blemishes appear less noticeable, and it makes my skin look its best, this will always be my ride of death.”
11. SkinCeuticals Phloretin CF Serum
Specifications
Skin type/concern: Any, especially dull or uneven in tone
Today’s Best Deals
£129.99 at Face the Future
Reasons to buy
+
Powerful mix of vitamin C, phloretin and ferulic acid
Reasons to avoid
–
Eye-wateringly expensive
This is well worth the cost if you’re attempting to address hyperpigmentation. Phloretin, which helps balance out skin tone, and 10% vitamin C brighten the skin. There are two standout vitamin C serums from SkinCeuticals: this one, which is more suited for oilier skin types, and CE Ferulic, which is Senior Beauty Editor Katie Thomas’s favorite and works wonders for drier skin types.
Editor Sunil Makan says: “This product has kept my skin glowing and faded some of my pigmentation, so I’m convinced that’s why I get compliments on my skin.” Yes, it is expensive, but as long as I know I will see results, I’m willing to pay the money.”
12. Tan-Luxe Super Glow Serum
Specifications
Skin type/concern: Any
Today’s Best Deals
£36 at Sephora
Reasons to buy
+
An easy, natural-looking glow
Reasons to avoid
–
Shouldn’t be used with retinol
This is an excellent supplement to your regimen if you want to mimic a natural glow without seeming phony. Because of the additional hyaluronic acid compound, it moisturizes excellently. Furthermore, it gives your complexion the ideal amount of warmth without giving it an orange tint.
Editor Sunil Makan states: “Stop believing the hype that people with darker skin tones don’t require tanning products. These drops give me a noticeable glow boost over night, and I swear by them. My skin seems to be glowing from the inside out. In a bottle: radiant skin.”
13. L’Oréal Paris 1.5% Hyaluronic Acid Revitalift Filler Serum
Specifications
Skin type/concern: Any, especially dry and dehydrated
Today’s Best Deals
£15.99 at Amazon
Reasons to buy
+
Instantly hydrating+
Absorbs fast (great for under make-up)
Reasons to avoid
–
You might want something a little more ‘active’ for targeted treatment
We enjoy using twice as many serums. A serum for focused treatment follows one for hydration. We advise everyone to take this as their initial serum step because it’s such an excellent hydrator.
“L’Oréal’s entire hyaluronic acid range always features on my best beauty products list (the shampoo and conditioner are incredible), and this serum doesn’t get enough love in my opinion,” says Senior Beauty Editor Katie Thomas. Although it works well when combined with stronger serums, I also see an improvement in my skin when I take it on its own.”
14. Kate Somerville DeliKate Recovery Serum
Specifications
Skin type/concern: Sensitive and sore
Today’s Best Deals
£80 at Sephora
Reasons to buy
+
Fatty acids and ceramides rebuild your skin barrier
Reasons to avoid
–
It’s expensive (but really great)
Your skin may require a small amount of comfort at times. Perhaps it’s because you used other potent skincare products excessively. For whatever reason, the ultra-calming serum from Kate Somerville helps repair your skin barrier by flooding your skin with fatty acids and ceramides.
“An absolute must-have for me,” says Executive Beauty Editor Shannon Lawlor. Like nothing else I’ve ever tried, it really does calm skin and eliminate redness.”
15. Ole Henriksen Dewtopia 20% Acid Night Treatment
Specifications
Skin type/concern: Dull, dry, even
Today’s Best Deals
£50 at Sephora
Reasons to buy
+
Powerful acid blend with a blend of AHAs and PHAs for effective exfoliation
Reasons to avoid
–
It’s strong, so start slowly if you’re new to acids
Ole Henriksen guarantees that after use this effective night serum, you will awaken in “Dewtopia.” 10% AHAs and 10% PHAs are mixed together inside, and the outcome is a brighter, smoother complexion over night. Start using it every other night to ease into using it every night because it’s really potent.
Senior Beauty Editor Katie Thomas states: “This is a one-way ticket to glowing, dewy skin. Due to its high acid content, I was first apprehensive about using it, so I began off cautiously and only used it twice a week. I can assure you that this strategy pays off.”
16. Elizabeth Arden Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum
Specifications
Skin type/concern: Dry
Today’s Best Deals
£64 at Lookfantastic
Reasons to buy
+
Intense hydration+
Don’t waste any product thanks to individual capsules for each use
Reasons to avoid
–
Expensive
Yet another incredible Elizabeth Arden product. We like that each of these biodegradable capsules includes a single dose of serum, allowing you to apply the recommended amount without wasting any product. The combination of hyaluronic acid and strengthening ceramides to seal in hydration will leave your skin glowing.
Senior Beauty Editor Katie Thomas states: “To be quite honest, I would suggest every Elizabeth Arden serum capsule. You won’t believe how much room they’ll save in your washbag, making them ideal for travel.”
17. Beauty Pie Japanfusion™ Genius Lift Elixir
Specifications
Skin type: Dull
Today’s Best Deals
£14 at Beauty Pie
Reasons to buy
+
High-end results for a fraction of the price+
Does-it-all approach
Reasons to avoid
–
You’ll want to layer a moisturiser over the top
Some of us prefer a more simplified, dependable serum routine, but not everyone has the time for a lengthy, multi-step regimen. This is an exceptional all-in-one skincare product. If you have combination skin and want to address a few issues, this is especially effective for you.
“It works to maintain skin health in the long term with antioxidant protection, and it’s really hydrating with a heap of hyaluronic acid in there,” explains Executive Beauty Editor Shannon Lawlor. It is moisturizing enough to maintain the skin barrier in the long run, in addition to being active enough to assist produce healthy-looking skin. I adore it.
18. Shiseido Ultimune Power Infusing Concentrate
Specifications
Skin type/concern: All
Today’s Best Deals
£35 at Lookfantastic
Reasons to buy
+
A does-it-all product+
Visible results almost instantly
Reasons to avoid
–
Relatively expensive-
Bulky packaging
Few serums are as well-liked by beauty insiders across the board as this one. Numerous herbal extracts that address skin issues from all directions are included in it. Targeting and thwarting the effects of external aggressors that usually leave skin worse off, it plumps the skin, increases radiance, and generally leaves your complexion looking healthier and more energetic. It’s also a pleasure to apply.
Executive Beauty Editor Shannon Lawlor states: “I have been using this religiously for a number of years, day and night. This is the beauty product I would reach for on a desert island, if you were to ask.”
19. La Roche-Posay Mela B3 Intense Anti-Dark Spot Serum
Specifications
Skin type/ concern: Hyperpigmentation
Today’s Best Deals
£38.40 at Lookfantastic
Reasons to buy
+
A beautiful pink-hued formula that sinks in quickly
Reasons to avoid
–
It’s expensive for La Roche-Posay, which is normally a lot more affordable
When this Calpol-colored serum was introduced at the start of 2024, it created quite a sensation. It was developed to assist in addressing various forms of hyperpigmentation, particularly persistent dark patches. All of this is a result of Melasyl being added on the INCI list. This marks the debut of the hero ingredient after eighteen years of study by L’Oréal, the brand’s parent business. This compound, which has received multiple patents, prevents hyperpigmentation indicators from being produced by preventing the overproduction of melanin. Along with hyaluronic acid and Retinyl palmitate, niacinamide also helps to lessen the look of any visual indications that may be present at the moment. What a formula.
Executive Beauty Editor Shannon Lawlor states: “This serum has made me feel so much more confident without makeup. I have dark blotches and scarring on my skin from a severe acne breakout that lasted from the end of last year to the beginning of 2024. I have been using this since its initial release, and I will never be without it. My black spots disappeared after using this day and night.”
20. MZ Skin Calming Rescue Serum
Specifications
Skin type/ concern: Sensitivity and rosacea
Today’s Best Deals
£100 at Liberty
Reasons to buy
+
Calms and soothes the skin+
Evens skin tone and texture+
Hydrating and plumping effect
Reasons to avoid
–
It’s expensive – but worth it
Certain serums designed for delicate skin are excellent in reducing the severity of a reaction, but what about those of us who have sensitive skin all year long and need something more? Calming Rescue serum from MZ Skin is a great choice because it contains potent antioxidants and botanical extracts that work to balance and brighten the skin while also lowering redness and soothing irritation.
According to junior shopping editor Valeza Bakolli, “It seems like most serums marketed for sensitive skin just work to soothe the skin without doing much else. I have sensitive skin that is prone to texture and acne, so I require a little more help than a mild formula usually offers, and this serum provides it. Although the complete MZ Skin calming line is something I adore, this serum is my absolute favorite.
In addition to reducing redness and irritation, it also evens out the texture of my skin, keeps acne from getting worse, and gives my skin a youthful, hydrated look. It’s a premium product—at over £100, to be sure—but if there’s one component of my skincare routine I’ll pay more in, it’s my serum, and I really do feel a difference when I stop using this particular one. I’ll keep buying it because I think it’s totally worth it.”
