A serum is a lightweight, concentrated formula built around one or two active ingredients — brightening, hydrating, or oil-regulating — rather than the broad, gentler job a moisturiser does. It's the step where you address a specific concern directly.

When should you use a serum?

After cleansing (and toner, if used), before moisturiser

Serum

Q: What should you look for when buying a serum?

Vitamin C (dullness, uneven tone — use in the morning), Niacinamide (oil control, pores — morning or evening), Hyaluronic Acid (hydration, any skin type), A single clear active rather than a long list of trendy ones.

Also called: Face Serum · Treatment Serum

“Concentrated, targeted, and where most of the actual 'active ingredient' work happens.”

When to use it

Both

Cleanser

Toner

Exfoliant

Serum

Treatment

Moisturiser

SPF

Cleanser

Toner

Exfoliant

Serum

Treatment

Moisturiser

Who needs it

Optional — the fastest way to target one concern.

Watch out for

A dozen actives crammed into one bottle
Adding 3 new serums to a routine at once

What to look for when buying

Vitamin C (dullness, uneven tone — use in the morning)Niacinamide (oil control, pores — morning or evening)Hyaluronic Acid (hydration, any skin type)A single clear active rather than a long list of trendy ones

Related ingredients

Vitamin C ›Niacinamide ›Hyaluronic Acid ›

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