Serum is one of the most important products in your skincare routine. It treats whatever skin concern you may have – from pigmentation to anti-ageing to hydration – in a targeted, concentrated way. Here are our favourite serums for every age and skin type.

In your 20s

This is a good time to invest in your skincare as this will determine how your skin is most likely to look for the rest of your life. During your twenties, your skin is still producing enough collagen to keep it plump and wrinkle-free. With that said, your routine should be preventative rather than trying to fix a problem at a later stage. That’s why this is the perfect time to start thinking about anti-ageing products that focus on hydration to help keep your skin plump and prevent lines from showing.
Choose a gentle serum and switch it up for your specific skin concerns as needed.

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In your 30s

At this age, you start noticing the appearance of fine lines and wrinkles around the eyes and mouth. Women with darker skin tones may start to notice discolouration and uneven skin tone while their fair-skinned counterparts may notice hyper-pigmentation (brown spots).

This is also the age when the skin becomes thinner and collagen loss starts to occur. Skin can start to look dull so it’s time to start exfoliating regularly. As far as your serum goes, you will definitely want to add an anti-ageing benefit if you haven’t done so already. Look for serums that contain retinol to help boost cell turnover.

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In your 40s

Hours spent in the great outdoors in your teens and twenties will start to show up on your face as blotchiness, red spots and ruddiness. Your skin will also start to lose more collagen and elasticity, while retaining moisture also starts to become a challenge.
Your serum should do a number of things for you at this age. It should have anti-ageing properties while also fighting pigmentation.

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In your 50s and beyond

It is still vital to protect your skin from sun damage and to stop existing damage from worsening. At this age, many women start to notice dryness, but the most significant change will be the loss of elasticity. Pores and wrinkles become more visible while age spots become more prominent. This may sound dreadful but it’s a natural part of ageing and there are plenty of products that can help manage the changes. Look for a serum with powerful anti-ageing qualities (like retinol) and that’s packed with peptides and antioxidants like vitamin C.

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More: why serums are important and 5 we recommend