These are the 20 best face serums, according to experts and editors
Meet the single most important product in your skincare routine
A lot of people think that the cornerstone of a good skincare routine is the best moisturiser. Wrong. The wunderkind of the skincare world is, in fact, the best face serum.
What these little bottles of joy can do is pretty much unrivalled in the skincare world. Even the very best moisturiser can't do what a powerful serum can.
However, serums can be quite tricky to get your head around. Cleansers cleanse; moisturisers moisturise, but serums? Not so obvious. Plus it can feel like there are about a million different options on the market.
In short, serums treat. Everything from dehydration and wrinkles, to dullness and pigmentation. Skin experts agree it’s the single most important product in your skincare regime and the one you should invest the most money in.
Editor's picks
- Best hydrating serum: CeraVe Hyaluronic Acid Serum
- Best serum for breakouts: Caudalie Skincare Vinopure Blemish Control Salicylic Serum
- Best serum for sensitive skin: Avène Hydrance Boost Serum
- Best vitamin C serum: SkinCeutcials Phloretin CF Serum
- Best retinol serum: La Roche-Posay Retinol B3 Anti-Ageing Serum
What is a face serum?
Serums can be water-based or have more of an oil feel. In terms of where they sit in your regime, they're applied after a toner (if you use one) and before moisturising.
Due to their high concentration and potency, serums are the most effective way of delivering active ingredients into the skin.
"With a much lighter consistency than your face cream, serums are made up of tiny molecules that absorb into the skin on a deeper level," says consultant dermatologist Dr Justine Kluk.
Moisturiser is thicker and sits on the surface of your skin where, among other things, it seals in moisture and all the goodness from a serum into your skin.
When do you apply face serum?
Twice daily is the golden rule, but the serum you apply in the morning can differ from the one you use before bed. You'll find some work best whilst you're sleeping, like retinol serums, and others, like the skin brightening vitamin C serums, are ideal during the day.
"During the day, the priority is protecting against inflammatory and oxidising elements," explains Dr Barbara Sturm. "This means anti-pollution protection, UV protection, and using a hyaluronic acid-based serum. At night, it’s essential to use active ingredients that assist the body’s repair processes while you sleep."
Once you’ve applied your serum, follow up with the best moisturiser for dry skin (or for oily skin, depending on your skin type) during the day and a cracking good night cream in the evening.
If you're giving yourself an at-home facial, using exfoliating masks or similar, then a nice hydrating or soothing serum will work beautifully afterwards to calm the skin.
How to choose the best face serum for your skin type
"Make a list of goals for your skin; for example, brightening or hydrating," says Kluk. "Focus on the top one or two priorities and select ingredients that tackle these first. You can always adjust them as your needs change."
Ingredients like polyglutamine and the aforementioned hyaluronic acid are great at delivering hydration to all types of skin, while different exfoliating acids – the AHAs and BHAs – can help to brighten, improve skin texture, clear breakouts and even reduce the appearance of redness and pigmentation. Niacinamide helps keep your skin barrier in check and antioxidants are great at fending off environmental aggressors and boosting radiance. If it's reducing the appearance of wrinkles that you're interested in then retinol is the only proven ingredient to do this.
Best face serums 2024
Our beauty team have tried and tested many, many serums over the years and have become quite the experts on what makes a decent serum and what doesn't. They looked at everything from price and packaging to ingredients and texture. And of course the results.
Here's our beauty editor-approved edit of the best face serums that money can buy.
1. CeraVe Hyaluronic Acid Serum
CeraVe Hyaluronic Acid Serum
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Hyaluronic acid serums are often a gel consistency and rather sticky. Not this one from CeraVe. This has such a nice creamy feel to it and it works beautifully on the skin. All skin types will love it, particularly those with dry skin, but if you have oily skin we reckon you could get away with using this as your daily moisturiser.
Katie Thomas, Senior Beauty Editor says: "My skin is on the dry side, especially in winter and I am telling you now that I have never tried a better hydrating serum. I also love that I can recommend it to anyone knowing that it's a really affordable price point. I trust my skin with CeraVe. It might not be the most beautiful packaging, but boy do its products work."
2. Estée Lauder Advanced Night Repair Synchronized Recovery Complex
Estée Lauder Advanced Night Repair Synchronized Recovery Complex
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The original. The classic. Here are a few facts about the serum that everybody loves. In one year, Estée Lauder sold over 5.7 million bottles of ANR globally. It reduces the appearance of the key signs of ageing, it hydrates and illuminates. It was the first skincare product to use hyaluronic acid, and the formula has been patented until 2033.
Katie Thomas, Senior Beauty Editor says: "I have been using this serum ever since I got into the beauty industry, which was a long, long time ago. It has a special place on my nightstand. It might not have super punchy ingredients, but I do wake up to hydrate, plump and happy skin. Which is very important to me as I get older."
3. Caudalie Skincare Vinopure Blemish Control Salicylic Serum
Caudalie Skincare Vinopure Blemish Control Salicylic Serum
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There is a shift away from ‘plus beauty’ – using everything on the bathroom shelf – to ‘minus’ beauty, AKA applying only what your skin craves right now. Caudalie has bottled all you need to fight spot-causing bacteria – grape polyphenols and purifying organic essential oils – in this non-greasy serum.
Penny Goldstone, Contributing Fashion Editor says: "When I first came off the pill, my skin flared up like never before. I couldn't find anything that helped. And then I started using this serum every day and my skin changed for the better. I don't have as many breakouts any more, but when I do I grab this and incorporate it into my skincare routine until my skin is clear. A must for skin with breakouts."
4. Trinny London Plump Up Serum
Trinny London Plump Up
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This peptide-serum from Trinny London aims to help with loss of firmness, bounce and hydration. Whilst it can be used by all ages, we think that people over 35+ will really see the benefit. The serum has seen some incredible clinical trial results. After eight weeks, a group of 35 women saw a 63% increase in the bounce of their skin, firmness was up by 64% and hydration was up 100%.
Katie Thomas, Senior Beauty Editor says: "I love this serum so much. When my first bottle finished, I was devastated. It's quite easy to see an improvement with texture and hydration, but with products that promise firmer skin it's a lot harder to see change. Well I noticed it with this serum. My lower cheeks were visibly more lifted and the elasticity defintiely improved. The only issue with using a peptide-based serum is that as soon as you stop using it, it stops working. So once you start using one, you'll want to forever more."
5. Drunk Elephant T.L.C. Framboos Glycolic Night Serum
Drunk Elephant T.L.C. Framboos Glycolic Night Serum
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You know that feeling when you touch your skin and it feels like there are tiny bits of sand just under the surface? When it feels rough to the touch? If that's you, use this every night for about a week to let the resurfacing acids buff away dead skin cells.
Katie Thomas, Senior Beauty Editor says: "I'm going to let you in on a little secret. If I've had a particularly heavy night (or month, hello December I see you coming my way) I like to use this in conjunction with a hydrating mask the next morning. It's like a little bootcamp for my skin."
6. Byoma Clarifying Serum
Byoma Clarifying Serum
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Byoma's ethos is all about looking after and treating your skin barrier with respect. Just because you have blemish-prone skin does not mean you need to go on the attack. The formula contains ceramides, antioxidants, PHA and zinc that work together to create a calmer and clearer complexion.
Ally Head, Health & Sustainability Editor says: "My skin can really bother me, it's spotty and often irritated. But when I was tasked with testing this serum out, I was beyond pleased to have found a product that worked for me that was also under £20. There's nothing worse than discovering an amazing beauty product, then finding out that you need to take out a loan to keep up the habit."
7. Avène Hydrance Boost Serum
Avène Hydrance Boost Serum
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Avène is known for having expertise in caring for sensitive skin. Their classic Avène Thermal Spring Water has been shown to soften and calm the skin in over 50 clinical studies. The formula is made up of hyaluronic acid and Vitamin B3, which help to hydrate and plump the skin.
Katie Thomas, Senior Beauty Editor says: "In the past I have perhaps gone a little loco with the active ingredients. Maybe an at-home face peel too many or upping my retinol use before my skin was ready. Whenever that has happened, this is the soothing and calming serum that I turn to help my skin in its time of need."
8. Vichy Minéral 89 Hyaluronic Acid Hydration Booster
Vichy Minéral 89 Hyaluronic Acid Hydration Booster
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Keeping your skin hydrated is one of the easier things to do when armed with a good hyaluronic acid. We really recommend using Vichy's Minéral 89 serum straight after cleansing, morning and evening, and then applying a more active serum. Double seruming is the new double cleansing.
Sofia Piza, Writer and Producer says: "As my skin is slightly drier and prone to flakiness, I tend to favour products with hyaluronic acid to lather on both morning and night. Vichy Minéral 89 has been a huge go-to as a priming serum due to its water-like texture that provides instant hydration plus visibly minimises my flakiness. One of the market's best-sellers and like a tall glass of water for thirsty skin."
9. Clarins Double Serum
Clarins Double Serum
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With 20 potent plant extracts, this watery brown serum firms skin with continued use and satisfies thrill seekers by leaving skin immediately brighter and dewier.
Katie Thomas, Senior Beauty Editor says: "I am in my mid-thirties and although I am starting to see changes to the skin on my face, wrinkles are not really my primary concern at the moment. However, when I visited my parents and handed my mother a bottle of Double Serum she almost leapt with joy. She told me that nothing seems to blur deep set lines quite like this."
10. La Roche-Posay Retinol B3 Anti-Ageing Serum
La Roche-Posay Retinol B3 Anti-Ageing Serum
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As you probably know retinol is a tricky ingredient to contend with, irritation is common. However, we love that anyone can use this retinol serum, no matter your skin type. Pop it on after cleansing in the evening and follow up with your night cream. It combines a low, but effective, percentage of retinol with nourishing and hydrating vitamin B5.
Katie Thomas, Senior Beauty Editor says: "If you're looking for an entry level retinol that suits all skin types, you can really do no better than this from La Roche-Posay. I started my retinol journey on this and it's always my first choice when someone asks for a recommendation."
11. SkinCeuticals Phloretin CF Serum
SkinCeutcials Phloretin CF Serum
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If you're trying to tackle hyperpigmentation, then this is worth the investment. It contains 10% vitamin C, which brightens the skin and phloretin which helps even out skin tone.
Sunil Makan, Editor says: "I'm convinced the compliments I receive on my skin are down to this product: it has faded some of my pigmentation and keeps my skin glowing. Yes, it's pricey but I'm happy to spend the money when I know I'm going to get results."
12. Soho Skin 24/7 Treatment
Soho Skin 24/7 Treatment
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This is so much more than a treatment serum, it can be used as a ten minute face mask for when your skin needs some extra love. It hydrates as well as exfoliates with lactic acid and uses magnesium to detoxify.
Grace Lindsay, Beauty Contributor says: "My combination skin is annoying. There I've said it. I find it so hard to look after it when part of it's dry and the other part needs powdering throughout the day. Thanks to this serum, a lot of my stress has disappeared as it works to help and improve both."
13. Tan-Luxe Super Glow Serum
Tan-Luxe Super Glow Serum
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If you want to fake a natural glow, but don't want it to look like you're faking it, then this is the ideal addition to your routine. It hydrates beautifully, thanks to the added hyaluronic acid complex. And it adds just the right amount of warmth to you skin, without that orange tinge.
Sunil Makan, Editor says: "Forget the rhetoric of not needing tanning products if you have a darker skin tone. I swear by these drops, which give me an overnight glow boost. It's like my skin has been lit from within. Healthy skin in a bottle."
14. L'Oréal Paris 1.5% Hyaluronic Acid Revitalift Filler Serum
L'Oréal Paris 1.5% Hyaluronic Acid Revitalift Filler Serum
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We love doubling up on serums. First a hydrating serum, then a targeted treatment one. This is such a good hydrator, we recommend everyone use it as their first serum step.
Katie Thomas, Senior Beauty Editor says: "L'Oréal's entire hyaluronic acid range always features on my best beauty products list (the shampoo and conditioner is incredible) and this serum doesn't get enough love in my opinion. It's so good to use in conjunction with punchier serums, but alone I notice a difference to my skin too."
15. Kate Somerville DeliKate Recovery Serum
Kate Somerville DeliKate Recovery Serum
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Sometimes what your skin needs is a little bit of comfort. Maybe it's because you've overdone it on other powerful skincare. Whatever the reason, Kate Somerville's super calming serum floods your skin with fatty acids and ceramides to help rebuild your skin barrier.
Shannon Lawlor, Executive Beauty Editor says: "An absolute must-have for me. It genuinely does soothe skin and eradicate redness like no other I've ever tried."
16. Ole Henriksen Dewtopia 20% Acid Night Treatment
Ole Henriksen Dewtopia 20% Acid Night Treatment
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Ole Henriksen promises you'll wake up in 'Dewtopia' after using this potent night serum. Inside there's a mixture of 10% AHAs and 10% PHAs, which together deliver an overnight result of a brighter and smoother complexion. As it's so punchy, start using it every other night, then build up to nightly.
Katie Thomas, Senior Beauty Editor says: "This is a one-way ticket to dewy and radiant skin. At first I was a little nervous about using it with the high acid content, so I started slowly only using it twice a week at first and I'm telling you it pays off to take that approach."
17. Elizabeth Arden Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum
Elizabeth Arden Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum
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Another amazing product from Elizabeth Arden. What we like about these biodegradable capsules is that each one contains a single dose of serum, so you know exactly how much to apply without wasting any product. They will leave your skin with a serious glow thanks to the combination of hyaluronic acid and fortifying ceramides to lock in hydration.
Katie Thomas, Senior Beauty Editor says: "In all honesty, I would recommend all Elizabeth Arden Serum Capsules. They are perfect for travel, you won't believe how much space you'll save in your washbag."
18. Summer Fridays CC Me Serum
Summer Fridays CC Me Serum
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If your skin is looking a little lacklustre, then this serum will be your new best friend. It features two forms of vitamin C, and leaves you with the most radiant finish.
Grace Lindsay, Beauty Contributor says: "I honestly couldn't imagine my life without this serum any more. It's like sunshine in a bottle."
19. Beauty Pie Japanfusion™ Genius Lift Elixir
Beauty Pie Japanfusion Genius Lift Elixir
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Price shown is members' price.
Not everyone has time for an extensive serum routine that has multiple steps, some of us want something more streamlined that's reliable. This is one-stop skincare product that goes above and beyond.
Shannon Lawlor, Executive Beauty Editor says: "With antioxidant protection, it works to maintain skin health in the long term, and it's also really hydrating with a heap of hyaluronic acid in there. Not only is it active enough to help achieve healthy-looking skin, it's also hydrating enough to support the skin barrier going forward. I love it."
20. Shiseido Ultimune Power Infusing Concentrate
Shiseido Ultimune Power Infusing Concentrate
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There aren't many serums around that are as universally loved by beauty insiders as this one is. It contains a number of botanical extracts that target skin concerns from every angle. It plumps the skin, boosts glow and generally leaves your complexion looking healthier and more lively, targeting and combatting the effects of external aggressors that typically leave skin worse off. Plus, it's a total joy to apply.
Shannon Lawlor, Executive Beauty Editor says: "I use this religiously day and night and have done for a number of years. If you asked me for my desert island beauty product, this would be it."
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Katie Thomas is the Senior Beauty Editor at Marie Claire UK. With over 10 years of experience on women's luxury lifestyle titles, she covers everything from the best beauty looks from the red carpet and stand out trends from the catwalk, to colonic irrigation and to the best mascaras on the market. She started her career on fashion desks across the industry - from The Telegraph to Brides - but found her calling in the Tatler beauty department. From there she moved to Instyle, before joining the Marie Claire digital team in 2018. She’s made it her own personal mission to find the best concealer in the world to cover her tenacious dark circles. She’s obsessed with skincare that makes her skin bouncy and glowy, low-maintenance hair that doesn’t require brushing and a cracking good manicure. Oh and she wears more jewellery than the Queen.
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