27 best facial serums to apply in your 20s, 30s and 40s that actually work

Aside from your cleanser and SPF, having one of the best facial serums is an invaluable part of any skincare routine. That said, tracking down a suitable face serum for your age, skin type and budget is not always easy. Enter: our comprehensive guide that’s sure to answer all of your questions and find your perfect serum match.

A face serum is a more lightweight and potent moisturiser. They contain the targeted skincare ingredients that your face needs to address any skin concerns you may have. And they have the ability to penetrate much deeper and improve your skin health better than your face cream ever could. In other words, if you could make just one skincare investment, a facial serum would likely be your best bet.

If you’re on the hunt for one of the best face serums tailored to your needs, preferences and skin texture, you’ve come to the right place. We’ve put together a full edit of all the must-haves you should consider, which, incidentally, include a few of our own go-tos.

Feeling inspired to upgrade your skincare routine? Check out our guides for the best face masks, night creams, sun cream, eye creams, cleansing bars, hyaluronic acid serum, retinol serums, eye serums and the vitamin C serums.

Best face serums at a glance – our top picks:

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.

Which face serum is right for me?

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.