When you work in the beauty industry, like I do, you can offer forget that not everyone has the same knowledge about products. Especially skincare products, as quite understandably, they can be confusing. A recent Whatsapp message from a good friend showed me that there's still work to be done when it comes to finding the best face serum.
A lot of people think that the cornerstone of a good skincare routine is a good moisturiser. There's no denying that nourishment is important, but in order to treat the skin and feed it what it needs, you need to employ a hardworking serum. Sometimes more than one.
What these little bottles of joy can do is pretty much unrivalled in the skincare world. However, serums can be quite tricky to get your head around. Cleansers cleanse; moisturisers moisturise, but serums? Not so obvious. Plus there are so many different options on the market - antioxidant serums, hydrating serums, niacinamide serums (to name just a few) - that it can also be overwhelming.
Which is why this guide aims to help you navigate the beauty aisles and e-tailers with confidence. We've spoken with experts and tested countless formulas in order to recommend the best serums for you.
Editor's picks of the best face serums
- Best hydrating serum: CeraVe Hyaluronic Acid Serum, £18.40 at Lookfantastic
- Best serum for breakouts: Caudalie Skincare Vinopure Blemish Control Salicylic Serum, £34 at Sephora
- Best serum for lifting and firming: Trinny London Plump Up, £69 at Trinny London
- Best serum for sensitive skin: Avène Hydrance Boost Serum, £26.50 at Lookfantastic
- Best vitamin C serum: SkinCeutcials Phloretin CF Serum £134.99 at Face the Future
- Best retinol serum: Shani Darden Skin Care Retinol Reform, £82 at Cult Beauty
- Best serum for hyperpigmentation: La Roche-Posay Mela B3 Serum, £38.40 at Lookfantastic
What is a face serum?
"A face serum is designed to penetrate deeply into the skin, delivering active ingredients that hydrate, brighten, and rejuvenate," explains Dr. Sophie Momen, consultant dermatologist at The Cadogan Clinic. "It helps to retain moisture, reduce fine lines and wrinkles, even out skin tone, and promote collagen production. Serums can also target specific concerns like hyperpigmentation and acne, improving overall skin texture and radiance."
In short they treat the skin. And skin experts agree it’s the single most important product in your skincare regime and the one you should invest the most money in.
They can be water-based or have more of an oily 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. Whereas moisturisers are thicker and sit on the surface of your skin where, among other things, they seals in moisture, as well as all the goodness from your serum.
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 ideally applied first thing in the morning.
"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 your moisturiser, then facial sunscreen in the summer months (an SPF moisturiser tends to be sufficient in British winters) 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
"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," says Dr. Momen. Dr Kluk agrees with her: "Make a list of goals for your skin; for example, brightening or hydrating. Focus on the top one or two priorities and select ingredients that tackle these first. You can always adjust them as your needs change."
To give you an idea, hydrating serums contain ingredients like hyaluronic acid and glycerin; brightening serums that tackle pigmentation, dullness and uneven skin tone will have vitamin C or niacinamide in them; antioxidant serums help if ageing skin is one of your concerns and will often have vitamin E and ferulic acid in their formulas..
"To determine if you need these serums, assess your skin's condition," says Dr. Momen. "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."
Best face serums 2025
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
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
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 hydrated, plump and happy skin. Which is very important to me as I get older. I like to apply this after my retinol serum to double down on any signs of ageing."
3. Caudalie Skincare Vinopure Blemish Control Salicylic Serum
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
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
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 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'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 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
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, Fashion Writer 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
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. Shani Darden Skin Care Retinol Reform
As you probably know retinol is a tricky ingredient to contend with, irritation is common. This serum has encapsulated retinol, meaning that it shouldn't cause irritation. But, as we always say, start slow - once a week, then twice a week, then build up to every other day. Pop it on after cleansing in the evening and follow up with your night cream. There's the added bonus of niacinamide and aloe vera, which are anti-inflammatory ingredients, so skin is left very happy after use.
Mica Ricketts, beauty contributor says: "This is by far, my favourite retinol serum. I've tried a lot in my time, and if you're after a more affordable one the L’Oreal Paris Revitalift Laser Pure Retinol Deep Anti-Wrinkle Night Serum is excellent. But this will always be my ride of die, because of the fact that I never had any irritation, it improves the appearance of blemishes and scarring, and my skin is the brightest when I use it."
11. SkinCeuticals Phloretin CF Serum
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. There are two hero vitamin C serums from SkinCeuticals, this one, which is better suited to those with oilier skin and the CE Ferulic, which works wonders on drier skin types and is Senior Beauty Editor, Katie Thomas's favourite vitamin C serum.
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. Tan-Luxe Super Glow Serum
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 your 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."
13. L'Oréal Paris 1.5% Hyaluronic Acid Revitalift Filler Serum
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."
14. Kate Somerville DeliKate Recovery Serum
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."
15. Ole Henriksen Dewtopia 20% Acid Night Treatment
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."
16. Elizabeth Arden Hyaluronic Acid Ceramide Capsules Hydra-Plumping Serum
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."
17. Beauty Pie Japanfusion™ Genius Lift Elixir
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. It works particularly well for those with combination skin, when you have a few concerns that you're hoping to tackle.
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."
18. Shiseido Ultimune Power Infusing Concentrate
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."
19. La Roche-Posay Mela B3 Intense Anti-Dark Spot Serum
This Calpol-hued serum caused quite the stir when it launched at the beginning of 2024. It was created to help tackle all manner of hyperpigmentation, especially tenacious dark spots. This is all down to the inclusion of Melasyl in its INCI list. This is the first time this hero ingredient has been used, following 18 years of research by the brand's parent company, L'Oréal. It's a multi-patented molecule that intercepts the production of excess melanin before it's able to produce markers of hyperpigmentation. There's niacinamide in there too, which helps to reduce the appearance of any current visible signs, as well as Retinyl plamitate and hyaluronic acid. What a recipe.
Shannon Lawlor, Executive Beauty Editor says: "I am now so much more confident without make-up thanks so this serum. A bad bout of acne that started at the end of last year and continued into the beginning of 2024, meant that my skin was left with dark spots and scarring. I started using this when it first launched, and I'll never be without it again. I used this day and night and my dark spots faded."
20. MZ Skin Calming Rescue Serum
Some serums for sensitive skin are great for calming the skin after a reaction, but what about those of us who have sensitive skin year-round, and want something that’ll do more than just soothe? With powerful antioxidants and botanical extracts that aim to balance and brighten the skin as well as reducing redness and calming irritation, MZ Skin’s Calming Rescue serum is a brilliant option.
Valeza Bakolli, Junior Shopping Editor says: "I find that most serums designed for sensitive skin focus on only soothing the skin without helping much else. As someone with sensitive skin that’s also acne and texture-prone, I need a little more intervention than a gentle formula often provides, and this serum does just that. I’m a huge fan of the entire MZ Skin calming range, but this serum is definitely my favourite product of the lot.
Yes, it soothes my irritation and redness, but it also smoothens my skin’s texture, prevents acne flare ups and gives my skin a plump, hydrated effect too. I won’t lie: at over £100, it’s a pricey product, but if there’s one area of my skincare routine I’ll invest more heavily into, it’s my serum, and I genuinely notice a difference when I stop using this one in particular. In my opinion, it’s 100% worth it, so I’ll keep repurchasing."
