Skin serums are still a relatively new addition to the skincare world, so you’d be forgiven for not knowing exactly what they are.
Although they often contain moisturising ingredients, serums aren’t interchangeable with moisturiser.
Instead, serums are a highly concentrated product full of active ingredients, which you should use after cleansing your face, but before applying moisturiser.
Serums are usually somewhere between gel and water in terms of texture, as they don’t rely on heavy creams and oils as fillers the way moisturisers do.
Also, the molecules of a serum are very small, which helps your skin absorb them deeply.
Think of it as an extra step in your usual routine, but one that can deliver potent skin-loving ingredients directly into your skin.
There are many benefits of adding a serum to your skincare regime. Here are 9 of the best benefits of serum for face skin.
Unlike some faddy skincare trends, serums have the backing of dermatologists and skincare experts because of their effectiveness and ability to directly address different skincare needs.1
Serums contain specific ingredients to address your skin’s particular needs-
such as anti-ageing peptides if you’re worried about fine lines and other signs of premature ageing.
A face serum containing vitamin C can be effective for brightening a dull complexion. You may see it on product labels as ascorbic acid.
Because of their high concentrations of active ingredients, you don’t need to apply much serum to get a big benefit.
Some skin serums contain acids like hyaluronic acid and salicylic acid, which exfoliate the skin on a cellular level, so you don’t have to scrub at your skin.
It’s particularly effective for dry skin and keratosis pilaris – aka chicken skin.
Serums are lighter than most moisturisers. Their thin consistency soaks into the skin easily, making them ideal to use before moisturisers.
Serums can be ideal for sensitive skin as they have lighter formulas, complementing oily or spot-prone skin.
Some of the most common ingredients in serums tend to be high in antioxidants, e.g. vitamin C, green tea extract, vitamin E and resveratrol.
Antioxidants may help protect your skin from the negative effects of free radicals and pollution.
As thin serums are absorbed easily by the skin, they don’t have that heavy feeling that sometimes come with moisturisers.
It's important to know what ingredients are in your serum... it is going on your skin after all!
Your skin is constantly exposed to free radicals from the environment (such as environmental pollution).
These free radicals cause skin oxidative stress, which leads to sensitivity, ageing and dullness.
Vitamin C is a powerful antioxidant, capable of staving off free radicals and reducing the oxidative stress in your skin, which leads to a more even, brighter skin tone.
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Vitamin E has powerful moisturising and skin-protecting properties.
A vitamin E serum will infuse your skin with a huge boost of moisture and will be more effective at hydrating dry skin than a moisturiser alone.
Moisturisers tend to work by trapping moisture in the skin, but a vitamin E serum will actually restore moisture to the epidermal layers of your skin.
Try a vitamin E serum if you have acne scars, as it might help reduce the appearance of acne scarring.
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This one might sound a little strange, but snail gel is actually very effective in skincare and is increasingly being included in many products.
Snail gel contains the active ingredient helix aspersa muller, which research is showing can be healing, soothing and anti-ageing.
It’s thought to ease sensitivity and redness and leave skin smoother.
Rose essential oil has been used for centuries in beauty and contains plenty of ingredients to calm stressed skin and add moisture.
It’s very hydrating thanks to its high composition of fatty acids and due to its antioxidant properties, rose oil offers your skin high protection against sensitivity and oxidative stress.2
Not only this, rose oil has a beautiful scent and inhaling it is proven to help soothe feelings of stress,3 which can adversely affect your skin.
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This beauty multi-tasker is a fragrant oil that comes from the nut of the argan tree.
Organic argan oil is full of essential fatty acids, linoleic acids and antioxidants, as well as lots of vitamin E which explains its hydrating qualities.
If you have oily skin, don’t be afraid of argan oil as it can actually help balance an oily complexion.
When skin is sensitive or damaged, such as from over-cleansing, it can produce too much oil.
Argan oil can help fix this problem, as it may help to repair the skin’s natural protective barrier and help your skin to regain control of its oil production.
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Where do face serums fit within the whole cleanse, tone and moisturise routine? Do they replace one of these steps or are they an extra step in themselves?
1
Clean your face.
2
Press a pea-sized amount of serum into your skin. If your skin’s sensitive, apply it 10 to 15 minutes after washing your face.
3
Apply your moisturiser.
4
Use once or twice a day.
Everyone’s skin is unique and has different needs, e.g., dry skin will have different requirements to oily skin, but don’t worry – there’s a serum for everyone out there!
We have listed our best serums below, categorised by various skin characteristics and goals, e.g., anti-ageing.
Here is a roundup of our best face serums we sell here at H&B.
Key benefits
What our customers think
Nicola – Great product – 5/5 stars
“I love this, I use it as a nighttime moisturiser as I can’t use creams at night as they are too much for my skin, nice and light I feel like my skin can breathe great results too.”
Key benefits
What our customers think
Sami – Vitamin A serum – 5/5 stars
“Very gentle and soft on the skin. It instantly makes you feel amazing and works.”
Niki2 – Love it – 5/5 stars
“I've been using the product for quite a few months now. I absolutely love it, it has done wonders for my complexion, my skin looks younger and the redness has gone.”
Key benefits
What our customers think
Lassie – Great product – 5/5 stars
“Very pleased with product, can't believe how little you need to use, couple of drops is more than enough for whole face. After a week of use skin looks healthier, plumper & clearer.”
Beth – Great serum – 5/5 stars
“Best serum I've ever used. Gives radiant clear skin and helps imperfections and wrinkles.”
Key benefits
What our customers think
Mrs Prince – Surpassed my expectations! Super! – 5/5 stars
“Really great! I have used so very many prescribed acne treatments and only one worked semi well. This has been better than all of them and a natural based product makes it a win for me. It's light and not at all oily.
The one drawback is it is very easy to squeeze too much out, but this is not really an issue when it works so well. Really pleased!”
Jill – Young skin – 5/5 stars
“Brilliant non-chemical starter face product for my young daughter's skincare routine.”
Key benefits
What our customers think
Holll – Smells divine – 4/5 stars
“I can't see any difference in the appearance of my skin so far but it smells fruity and wonderful and feels nice on the skin.”
Key benefits
What our customers think
Donna MS – Good product! – 5/5 stars
“Good quality product, bought on offer, use a few times a week on my skincare regime. Very light, a little goes a good day. Good value for money and happy with the quality.”
Abeer – Very good – 5/5 stars
“Very good and would definitely recommend to anyone.”
Key benefits
What our customers think
Shel Dun – VitaSkin Vitamin C Collagen Boosting Serum – 5/5 stars
“Excellent, reasonably priced product. I have been using this for a few months now before my night cream and I have noticed a difference in my lines, I think my skin looks more plumped up and the product disappears into the skin, it only needs a couple of minutes to soak in before I apply my night cream.”
SKSays – This really works! – 5/5 stars
“This is a wonderful little product. I've only been using it for four days now, but from day one, my skin feels smooth and replenished. I've been applying it once at night, alongside my usual cleanser and moisturiser. I'm really impressed, I wasn't expected to see such wonderful results so soon!”
Key benefits
What our customers think
Ave Phoenix – Excellent – 4/5 stars
“The serum has a semi-frothy texture to it that reminds me of frosted ice cream and it does thaws on your skin with a most pleasant spa-like, relaxing fragrance. My skin is glowing. I'll definitely be stocking up on this one and other Aroma Works Serums.”
Key benefits
What our customers think
Manola – Great product! – 5/5 stars
“This is very good quality argan oil, I have problematic skin, breakouts, dryness and in my 50’s, you can cleanse and moisturise with this one simple oil, does not clog pores, it’s amazing.”
CANBERRA - Restoring oil easily absorbed great price… - 5/5 stars
“Lovely oil easily absorbed I use this after my serum before my SPF.”
Key benefits
What our customers think
SOPHIA1010 – Deserves cult status – 5/5 stars
“This is this only beauty product I have found to date that really helps with puffy eyes. I'm glad I found this as is has been a real game changer. Deserves cult status!”
Lesley_C – Reducing dark shadows – 5/5 stars
“I really do think it has improved the dark areas under my eyes. Noticing they aren't so dark and heavy.”
Key benefits
What our customers think
Anonymous – I love this – 5/5 stars
“Great moisturiser if you have dry skin. Although it does seem a bit expensive at first, a little goes a long way so I'm pretty confident the one packet will last me 6 months minimum!!”
LA60 – The perfect serum – 5/5 stars
“This serum is perfect, particularly as a nighttime moisturiser. It has left my face feeling soft and hydrated and is very easy to apply. I love that it is plastic free.”
Key benefits
What our customers think
Hoopy – Amazing product – 5/5 stars
“I was a bit unsure but this product works, fine lines and wrinkles nearly gone. Can make skin a little dry I found but I still used an overnight cream once it had soaked in.”
EmVrdy – Lovely serum – 5/5 stars
“I love using CBD products for my oily skin anyway so very much enjoying this serum after switching to mainly CBD products this year.
Any acne sufferers out there it helped to calm mine so much and with scarring it helped. I can tell when I’ve not been using it for a few days as my skin tends to get irritated.
The serum is nice and moisturising so you don't need to use too much - works really well with glycolic pads - any brand is good.”
Key benefits
What our customers think
Beth63 – Great anti-redness serum – 5/5 stars
“After using this serum day and night for approximately 1week, I have noticed the redness on both cheeks becoming less red and the circumference has also minimised. I am so pleased I bought this serum and will be purchasing more in the near future.”
Jonesy – Great product – 5/5 stars
“I have been using this product for just one month now. I get redness around the cheek areas and nose. Have noticed a great improvement using morning and night. Redness is greatly reduced, and skin is visibly clearer. Just ordered 2 more now so i do not run out.”
Key benefits
What our customers think
Ave Pheonix – 5 STARS SERUM – 5/5 stars
“Excellent for combination skin. My face is GLOWING. This serum moisturizes your skin without leaving oily residues. A little goes a long way.”
LindtLover – Wow! – 5/5 stars
“My first reaction: OMG it smells exactly like the very expensive one I was always using (different well known company). Even my husband said the same I smell like always :).
It's such a lovely oil. Light texture, doesn't leave oily or sticky layer. I'm 40, going through an early menopause.
My skin is oily with hormonal spots sometimes and dark spots. I'm using it under my night cream. I'm so in love with it. My skin looks so fresh and feels lovely soft.”
Key benefits
What our customers think
Tanzeem – Love it – 5/5 stars
“Brilliant. Been using this product for over a year or so. Only thing that works for chapped- dry lips. Literally got my whole family onto it. Shout out to my friend who suggested it.”
Claire – Lip balm – 5/5 stars
“I’ve tried so many lip balms and never found one as good as this.”
Most of use could benefit from some sort of facial serum in our lives, for that extra bit of nourishment before applying moisturiser.
However, everyone’s skin is different, so you need to test each new facial serum before using it every day to see if it’s compatible with your skin.
One serum may work fantastically for one person’s skin while wreaking havoc on somebody else’s complexion.
Last updated: 7 October 2021
Joined Holland & Barrett: May 2019
BSc Hons in Pharmaceutical & Cosmetic Science
Manisha started her career at a Cosmetics distributor as a Regulatory Technologist followed by a Regulatory Affairs Officer, ensuring the regulatory compliance of cosmetic products from colour cosmetics to skincare.
After 3 and half years in this role, Manisha joined Holland & Barrett as a Senior Regulatory Affairs Associate in 2019.
Manisha specialises in Cosmetic products, both own-label and branded lines, ensuring that these products and all relating marketing material comply to the EU Cosmetics Regulation.