27 best facial serums to apply in your 20s, 30s and 40s that actually work
The best facial serums contain the targeted skincare ingredients that your complexion needs to address any skin concerns you may have. Y'know: dryness, pigmentation, fine lines or lack of glow. And the best face serums have the ability to penetrate much deeper and improve your skin health better than your face cream ever could.
Basically: while a cleanser and SPF are important, think of your facial serum the best place to make a skincare routine investment. A more lightweight and potent moisturiser which will allow you to personalise your regime.
That said, tracking down a suitable face serum for your age, skin type and budget is not always easy. So, we've enlisted the help of Dr Anjali Mahto, Consultant Dermatologist at Skin 55 – and tested countless new face serums – to help you find your perfect serum match.
What are the benefits of using a face serum? | Can you use a facial serum daily? | At what point in my skincare routine should I apply my serum? | Do you still need to use a moisturiser after your serum? | Our full reviews.
Meet the expert:
- Dr Anjali Mahto, Consultant Dermatologist at Skin 55
Best face serums at a glance:
- Best vitamin C serum: Medik8 C-Tetra Vitamin C Serum, £39, Medik8
- Best for fine lines and wrinkles: The Silk Serum, WAS £98 NOW £78.40, Tatcha
- Best hyaluronic acid serum: Perricone MD High Potency Hyaluronic Intensive Serum, £79, LookFantastic
- Best niacinamide serum: Kate Somerville EradiKate Blemish Mark Fading Gel, £58.22, Space NK
Is a facial serum good for your skin?
Yes. Serums do work and they're the best way to customise your skincare routine and target a particular skincare concern. You've just got to make sure you choose the best serum for your age and skin concerns (be that fine lines, acne or pigmentation) if you want it to be effective.
For example, if you've got dehydrated skin, you need something packed with hyaluronic acid, because it plumps skin and is the equivalent of giving it a big old drink of water. If you want to target wrinkles, pick up serum that contains retinol, which boosts collagen as well as skin cell turnover to keep skin looking fresh, plumped and rejuvenated.
Can I use facial serum daily?
Absolutely. It's recommended that you use your facial serum twice daily, depending on the ingredients. Some serums contain key ingredients like retinol or exfoliating acids such as lactic acid that remove dead skin cells and can make your skin more prone to UV damage – these should generally only be used at night.
Where in my routine do I apply a facial serum?
You should apply your face serum after cleansing, exfoliating and toning and before your moisturiser or facial oil, eye cream and SPF. A facial serum can be used alone, but since they tend to be so lightweight, they're easy to layer. Pro tip: invest in one of the best silk pillowcases to ensure everything soaks into your skin properly.
Do you need a moisturiser after a face serum?
This is up for debate among skin experts. Moisturisers and serums are the main way we can treat our skin to an injection of potent ingredients. Doubling up on these ingredients can enhance results, or it can be too much for your skin and you might start to notice some sensitivity. Also, if you have oily skin and are already using a hydrating serum, you may find that you don't need a moisturiser on top. On the flip side, if you have dry skin, a moisturiser can help lock in all that nourishment and boost the hydrating benefits.
Skincare routine steps, order and products.
How to choose the best facial serum for you:
Everyone's skin is different – if you suffer from dehydrated skin and you’re hoping to get some hydration going, look for a serum containing hyaluronic acid, aloe vera extract or vitamin E. If it’s an anti-aging serum you’re after, retinol is the gold standard, and to brighten your complexion, anything with vitamin C that can help boost collagen production and help maintain your skin's elasticity is bound to be a sure-fire hit. And if you want to treat sun damage or have more sensitive, acne-prone skin, you might want to go for a gentler fragrance-free option.
Dr Anjali Mahto, Consultant Dermatologist at Skin 55, discussed when it's best to introduce or amp up these active ingredients in our routines:
"In your 20s your skin is still youthful, but after mid-20s collagen levels start to fall so incorporating vitamin A [or retinoid/retinol] serums at night to help with cell turnover can be beneficial in reducing early development of fine lines especially in fair skin."
"Signs of ageing of the skin start to develop for most people in their 30s, such as fine and deeper lines and wrinkles as well as uneven skin tone or pigmentation. Adding in a vitamin C serum under sunscreen can help with skin brightening as well as additional benefits of acting as an antioxidant."
“As we proceed through our 40s, oestrogen levels start to decline which can result in dryness. Incorporating a hyaluronic acid serum under a moisturiser and layering the products can help prevent dryness and create the appearance of more supple looming skin.”
Feeling inspired to upgrade your skincare routine? Check out our guides for the best face masks, night creams, sun cream, eye creams, cleansing bars, retinol serums and eye serums.
Scroll down for our full edit of the best face serums to shop for today…
1. Best with vitamin C
Medik8 C-Tetra Vitamin C Serum, £39, Medik8
Why we love it: Ideal for those of us with sensitive skin or those who are new to vitamin C serums, this gentle formulation helps balance and brighten dull skin while also reducing the appearance of fine lines and wrinkles. Impressive, right?
- Courtesy of brand
2. Best for fine lines and wrinkles
Why we love it: This face serum debuted in March 2023 and functions as a gentle retinol alternative. GLAMOUR US' Associate Beauty Editor, who has incredibly sensitive skin, had this to say about the new formula after testing: “About seven weeks into using the serum, the difference I see in my skin is astounding. My complexion is more even — and less red — than it’s been in years, my skin feels soft and smooth, the dark spots around my cheeks — leftover from previous acne scars — are now barely visible, and my pores look smaller and are significantly less congested.”
Right now, you can shop everything on the Tatcha site with 20% off in the rare Friends & Family Tatcha sale. Simply use the code FRIEND23 at checkout.
3. Best hyaluronic acid face serum
Perricone MD High Potency Hyaluronic Intensive Serum, £79, LookFantastic
Why we love it: This facial serum is infused with hyaluronic acid, offering instant and long-lasting hydration to smooth and plump the look of skin. Ideal for minimising fine lines and giving your face a look of pure dewy radiance.
Save when you shop for the best facial serum with these LookFantastic discount codes.
4. Best niacinamide facial serum
Kate Somerville EradiKate Blemish Mark Fading Gel, £58.22, Space NK
Why we love it: Not only does this lightweight serum help to fade acne scars thanks to niacinamide, but it also helps to prevent future breakouts thanks to sebum-balancing ingredient salicylic acid.
5. Best overnight facial serum
Estee Lauder Advanced Night Repair, WAS £64 NOW £54.40, LookFantastic
Why we love it: If you're prone to insomnia, or just don't feel confident about your skin come morning time, it's worth picking up Estee Lauder's wonder serum for overnight wear. The formula works while you sleep, which means minimal effort but an impressive result.
Save when you shop for the best facial serum with these LookFantastic discount codes.
6. Best facial serum for inflamed skin
REN Clean Skincare EverCalm Redness Relief Serum, £30.90, Amazon
Why we love it: Angry, inflamed skin will love this soothing blend of mushroom extract, beta carotene and biosaccharide, that work together to instantly alleviate redness and irritation while protecting from aggressors.
7. Best facial serum for hydration
Triple Hyaluronic Acid & Lipopeptide Serum, £85, Beauty Pie
Why we love it: With no budget and no limit, Beauty Pie wanted to create the ultimate hyaluronic acid serum - and here it is. With three weights of the ingredient, along with ceramides and gravity fighting peptides, this formula is genius.
8. Best for mature skin
Edelweiss Daily Serum Concentrate, £30, The Body Shop
Why we love it: If you've started to notice the first signs of fine lines, then you'll want to reach for this gel-like serum, enriched with supercharged plant cells. The hardworking serum moisturises, firms and refines the overall surface of the skin - plus the gorgeous green bottle will look pretty good on your bathroom shelf, too. In fact, it's so popular that one bottle sells every 23 seconds.
Save when you shop for the best facial serum with these The Body Shop discount codes.
9. Best facial serum for smoothing
Why we love it: Containing pure retinol alongside hyaluronic acid, this serum boosts cell turnover to help renew the skin while caring for it and keeping it hydrated.
10. Best for tanning
TAN-LUXE Super Glow Hyaluronic Self-Tan Serum, £23.65, Amazon
Why we love it: We're obsessed with this hyaluronic acid serum. A self-tanner which boasts a whole plethora of skincare benefits, this facial serum leaves your skin glowing, soft and radiant. It's enriched with an exclusive hyaluronic complex which helps to hydrate the skin, minimise the look of pigmentation and shield the skin against environmental aggressors. It also absorbs super quickly, so you don't need to wait around to pat your moisturiser on top.
11. Best for evening skin tone
Shiseido Ultimune Power Infusing Concentrate, £83, Boots
Why we love it: It's hard to pinpoint exactly what this concentrated serum does when it just seems to make everything... better. Use it as a booster before other products and watch your skin tone even, lines fade and bumps smooth. Magical stuff.
Save when you shop for the best facial serums with these Boots discount codes.
12. Best face serum for dark spots
Murad Rapid Dark Spot Correcting Serum, £82, Amazon
Why we love it: This powerhouse brightening serum contains glycolic acid to treat existing pigmentation as well as an antioxidant known as resorcinol that helps to prevent the appearance of dark spots in the future.
13. Best for a strong skin barrier
Dr Jart Ceramidin Serum, £36, SpaceNK
Why we love it: Ceramides are the calling card of a robust skin barrier, and this moisturising serum is packed with them. Use morning and night to help prevent water loss and keep skin feeling supple and looking plump.
14. Best for a healthy microbiome
Cultured Biome One Serum, £55, Cult Beauty
Why we love it: We all know the importance of a healthy and strong skin barrier and this microbiome-boosting serum contains pre, pro and postbiotics to replenish, renew and protect skin's delicate balance.
Save when you shop for the best face serum with these Cult Beauty discount codes.
15. Best multi-tasking face serum
MUTHA No.1 Serum, £105, Cult Beauty
Why we love it: Designed with busy mother's in mind, this one-stop-serum contains everything your skin needs to thrive, including the brand’s bio-fermented “MUTHALOAD Core Technology” (a blend of hyaluronic acid, rice peptides and rice kefiran to hydrate and strengthen), alongside a form of vitamin C to provide antioxidant protection.
Save when you shop for the best face serum with these Cult Beauty discount codes.
16. Best face serum for sensitive skin
La Roche Posay Hyalu B5 Serum, £40, LookFantastic
Why we love it: With various sizes of hyaluronic molecules working across all layers of your skin, plus vitamin B5 to repair damaged skin, expect bouncy, supple skin. As always with La Roche, sensitive skin and acne-prone skin will LOVE it.
17. Best tightening facial serum
SkinCeuticals H.A. Intensifier, £105, LookFantastic
Why we love it: A favourite with our beauty editors, this cult serum tightens and firms skin like no other. Expect to discover cheekbones and unearth a jawline you haven't seen in years.
Save when you shop for the best facial serum with these LookFantastic discount codes.
18. Best plumping face serum
Dr. Barbara Sturm Hyaluronic Serum, £85, Cult Beauty
Why we love it: We all know and love Dr. Barbara Sturm for giving us the blood facial, but this skin-plumping and deeply hydrating serum provides us with our fix of her radiance-making expertise, minus the gore factor. The impressive serum contains both long and short chain hyaluronic acid molecules, to hydrate skin on every level.
Save when you shop for the best facial serum with these Cult Beauty discount codes.
19. Best for glowing skin
111SKIN Rose Gold Radiance Booster, WAS £90 NOW £72, Space NK
Why we love it: Taking inspiration from their best-selling Rose Gold Brightening Mask, this booster is formulated with pure Gold Extract to create a glow that rivals any A-Listers. Use as a serum for an all over sheen, or to the high points of the face as the perfect subtle highlighter.
Save when you shop for the best facial serum with these Space NK discount codes.
20. Best premium facial serum
Augustinus Bader, £290, Selfridges
Why we love it: Loved by celebrities and skincare buffs alike, this luxurious serum boasts some seriously impressive science behind the formula, including the brand's signature Trigger Factor Complex, a patented technology resulting over 30 years of research that guides over 40 key nutrients and powerful ingredients to the skin where needed.
21. Best for hyperpigmentation
Elequra Radiance Accelerator Serum, £98, Pfeffer Sal
Why we love it: The latest innovation in bio-designed skincare takes naturals to new levels for an amazing, all-round super serum. Micro-encapsulated retinol for skin smoothing and clarity, two Vitamin C esters for free radical protection, and breakthrough ingredient Periwinkle to tackle pigmentation.
22. Best under £10
The Ordinary Niacinamide 10% + Zinc 1%, £9, The Ordinary
Why we love it: This facial serum is great for those looking to reduce the appearance of skin blemishes and congestion. A high 10% solution of niacinamide (also known as vitamin B3) and zinc helps reinforce skin barrier function while improving smoothness and radiance over time.
23. Best for antioxidants
Athletia Milky Oil Serum, £68, Athletia
Why we love it: This is enriched with potent antioxidant-rich plant derived oils that help protect and plump the skin leaving it looking extra fresh. The rosy scent and silky milky oil makes it a gorgeous sensorial experience, too.
24. Best with green tea
innisfree Intensive Hydrating Serum with Green Tea Seed, £26.68, Cult Beauty
Why we love it: This serum provides long-lasting hydration to dehydrated complexions, thanks to the inclusion of five different types of hyaluronic acid in the formula. It has a pleasant lightweight and gel-like texture that penetrates your skin and keeps it moisturised for up to 24 hours at a time.
25. Best refreshing facial serum
Neutrogena Hydro Boost Hyaluronic Acid Serum, £19.99, LookFantastic
Why we love it: Enriched with provitamin B5 and a high concentration of hyaluronic acid, this lightweight serum is ideal for rehydrating thirsty skin and giving it a much smoother and plumper complexion. Perfect for using on hot summer days.
26. Best firming face serum
Caudalie Resveratrol Lift Instant Firming Serum, WAS £56.42 NOW £39.80, Amazon
Why we love it: Say goodbye to fine lines and wrinkles, because this powerful firming serum will give your skin an instant lift and smooth it over with ease. Filled to the brim with hyaluronic acid, squalane, glycerin and resveratrol, this advanced formula will leave your skin feeling like a million bucks.
27. Best resurfacing facial serum
Drunk Elephant T.L.C. Framboos Glycolic Night Serum, £76, Cult Beauty
Why we love it: Wake up in the morning to a fresher-looking face, thanks to this 10% alpha and beta hydroxy acid night serum. Designed to help refine and resurface your skin, this product contains raspberry extract, horse chestnut and white tea to soothe and help exfoliate your skin, ridding it of oiliness, enlarged pores as well as fine lines and wrinkles.
