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14 best niacinamide serums for glowing skin, tried and tested
We put this powerhouse ingredient to the test in our lab
Tested by Denny DailyFormer Beauty and Grooming Tester
Your first question when it comes to the skincare ingredient niacinamide is probably, “How on earth do I pronounce that?” The second is likely to be, “What does it do?” And while ni-a-cin-a-mide may be tough on the tongue, there are clear benefits for our skin.
Niacinamide is a form of vitamin B3, found naturally in foods such as avocados, fish and whole grains. It plays a crucial role in energy metabolism and cell health. When used topically in the best niacinamide serums, it can address an array of skin concerns, from minimising wrinkles to tackling blemishes.
With lots of serums now packing this powerhouse ingredient, our experts at the Good Housekeeping Institute decided to put a range of market-leaders to the test, with the help of our panel of readers. We asked over 500 testers to try 27 serums over four weeks, to find the top-performers.
Here they are in a handy list but scroll on for our detailed reviews.
Best niacinamide serums
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What does niacinamide do for the skin?
Well, it does quite a lot for a single ingredient. GP and founder of Mind Body Doctor, Dr Tosin, shared some of its benefits.
- “It has an anti-inflammatory component, so is great for those with sensitive skin and conditions such as acne and rosacea.
- It can help with pigmentation and brightening the skin by acting on the pathways that produce melanin.
- It’s also been found to have benefits for keeping the skin youthful and plays a role in many anti-ageing products. It does this by helping to generate new skin cells and prompting the production of collagen.
- It is great at keeping the skin hydrated [by] helping to prevent moisture loss from the skin's surface.
- Niacinamide has also been shown to regulate sebum [oil] production and therefore can help with reducing acne and enlarged pores.”
In theory, it should suit all skin types, and is particularly beneficial for sensitive skin, Dr Tosin explains. Always use as recommended and try it on a small patch of skin first before incorporating it into your regular routine.
When should I be applying niacinamide serum?
As with most skincare products, the application of this serum depends on personal preference and routine. It can be applied once or twice per day, in the AM or PM, rain or shine.
In terms of strength, niacinamide serums range between 2% and 10%. If you’re not sure which percentage to go for, Tosin recommends niacinamide novices start with a concentration of less than 5%, and then work their way up.
How long does it take to see the effects of using the serum?
Consistency is key to achieving optimal results, but how long it takes to notice any difference will vary by person, as dermatologist Dr Sawsan Ayed of Paramount Medical Clinic explains. “Some individuals may notice improvements in their skin within a few weeks, while others may take longer,” she says.
Claims and recommended usage will also vary by product, so always read the label, but depending on your skin concerns and frequency of use, you should start to see results within two to four weeks on average.
How we test niacinamide serums
We tested 27 brands of niacinamide serums for a four-week period with a panel of over 500 people who had a mix of skin concerns. They gave us feedback on ease of use, packaging design and performance against claims in relation to their target skin concern, reporting back on any added radiance, brightness, hydration, reduced blemishes, softened pores and/or a reduction in the appearance of fine lines and wrinkles.
In the lab, we used our VISIA image analysis machine to assess any differences in our testers’ skin from week one to week four, looking at wrinkles, texture, and brown spots (pigmentation).
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Score: 77/100
This formula from classic beauty brand, Avon, didn’t disappoint. It's designed to stimulate and protect precious collagen stores and slow the signs of ageing.
Our lab test showed it was effective at helping to minimise visible pores, while most of our panel saw a reduction in the appearance of wrinkles, along with smoother-looking skin. Results were spotted in a matter of days too, and our testers appreciated the serum's lightweight feel.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Mature, dull skin |
Score: 77/100
Could PCA’s skin-brightening serum be a light at the end of the tunnel for hyper-pigmented, red and dull complexions? Our panel seemed to think so. Testers noted an “instant glow” after application, minus any greasy or sticky residue.
Thanks to the combination of niacinamide and other key ingredients, such as hydrating glycerine and brightening plankton, their skin was also left feeling smooth and velvety.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Discoloured, red, dull skin |
Score: 77/100
As our top hydrating pick, this could be the perfect defence against air conditioning and sweaty days come summer. Olay designed this serum to deliver instant moisture, rejuvenation and a reduction in the appearance of fine lines within 14 days of use.
One tester rated its ability to “melt beautifully into the skin,” and claimed they noticed a “visible improvement in the [skin’s] texture and feel”. It also impressed from the inside out with our panel noting the premium quality of the glass bottle dispenser.
Key specifications
| Size | 40ml |
|---|---|
| Suitable for | Dry, dehydrated skin |
Score: 77/100
No matter your age, hormones always have a part to play, and can cause breakouts every so often. This serum was a miracle worker for banishing those troublesome spots, with all our testers noticing clearer skin after using the oil-free zinc, niacinamide-packed formulation.
Fast-working, it also delivered long-lasting smoothness. Its easy-to-use dropper applicator won it brownie points with our panel, too.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Sensitive, blemish-prone skin |
Score: 75/100
Promising to boost skin's brightness thanks to its blend of vitamin C and niacinamide, this cult product from Charlotte Tilbury lived up to the hype in our tests.
It's particularly good for mature skin, as it helped to banish dullness, with multiple testers praising the radiance it delivered. Our panel also appreciated its “fresh” feel and the instant smoothness it gave their skin.
Those looking for slow-ageing benefits were equally pleased, with most seeing pigmentation reduced – leaving a clearer skin tone behind – and noticing an improvement in the appearance of fine lines.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Mature, dull skin |
Score: 74/100
Dewy, fresh and bright are the holy trinity when it comes to skin, and Glow Recipe claims to have captured this in a bottle. Developed by a team of makeup artists, the dew drops are a skincare and make-up hybrid that aims to target hyperpigmentation and give a glazed finish.
Most of our testers agreed that it helped to reduce breakouts and blemishes, with one also noting that it helped their makeup last longer.
Key specifications
| Size | 40ml |
|---|---|
| Suitable for | Hyper-pigmented, oily and acne-prone skin |
Score: 73/100
On a mission to create affordable, accessible, and approachable skincare, Byoma landed on the skincare scene back in 2020 and hasn’t looked back since. Its brightening serum works to ease signs of hyperpigmentation and uneven skin tone, while boosting (and importantly, not stripping) the skin’s barrier function.
Most of our testers agreed that their skin felt more hydrated after four weeks of use, with one panel member telling us their fine lines and wrinkles were also “less noticeable” after the trial period.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Uneven, dull skin |
Score: 73/100
After pillow-soft skin? This is the serum you need. Rich but lightweight, our testers reported a dewy, brighter, more hydrated looking complexion after using for the trial period.
With the addition of hyaluronic acid and caffeine, it claims to give skin a wake-up call and left our panel with a silky-smooth glow. While most saw an improvement in skin texture, it didn’t perform as well as others products in our lab test when it came to tackling wrinkles. Overall, though, our testers were pleased with the results.
Key specifications
| Size | 40ml |
|---|---|
| Suitable for | Mature, dull, dry, sensitive skin |
Score: 73/100
Not only ticking our boxes for evening out skin tone and being cruelty-free, this Garnier serum is budget-friendly too.
If you suffer from pigmentation post-spot breakouts, you'll be interested to hear this serum managed to halt flare-ups in their tracks for most of our testers. It also tackled any uneven skin tone left behind, providing a two-pronged approach to healthier complexions.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Dull, blemish-prone skin |
Sunday Riley B3 Nice 10% Niacinamide Serum 30ml
Score: 72/100
Enlarged pores (quite literally) open up the space for excess oil and dirt to clog the skin. Though they can also be affected by hormones and sebum production, Sunday Riley developed its B3 Nice serum with the aim of reducing the look of pores and post-acne dark spots.
And our testers did find that it made pores “less visible,” and spots “less pigmented”, while also leaving their skin feeling soft and looking fresh.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Oily, Hyper-pigmented skin |
Revolution Skincare London 15% Niacinamide Blemish and Pore Refining Serum
Score: 72/100
Containing a potent 15% niacinamide, this vegan serum was a saviour for thirsty skin on test. Of those suffering from dryness, more than half of our testers found this delivered some much-needed moisture, which in turn helped to minimise breakouts.
This serum also scored well across the board in our lab test when it came to addressing wrinkles and blemishes, and despite its high percentage of the famed ingredient, almost all agreed it didn’t leave skin feeling uncomfortable or tingling after application. Not bad for the price.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Mature, blemish-prone, dry skin |
Score: 71/100
Sensitive skin sufferers may be hesitant to add anything new to their routine but this serum prides itself on being effective without irritating.
Most testers agreed it was gentle on their skin, while in our lab test it proved to be a top-scorer for improving the appearance of spots, wrinkles, pores and brown spots.
Key specifications
| Size | 29.5ml |
|---|---|
| Suitable for | Sensitive skin |
Victoria Beckham Beauty Cell Rejuvenating Power Serum
Score: 70/100
This serum is quite a splurge, but our panellists found it light and hydrating, and were impressed with its firming effects, with the majority noticing an improvement. One tester described it as transformational for their skin.
However, it didn't perform as well as others for reducing fine lines in our lab test. Despite this, it earned rave reviews from our testers for boosting radiance, with most reporting brighter skin after use.
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Mature, dull, sensitive skin |
Score: 70/100
You’d struggle to find a dermatologist who wouldn't recommend SkinCeuticals for tackling a range of skincare woes, and this serum is no exception.
It earned our panel’s approval for boosting hydration, while also helping to improve brightness, radiance and smoothness. In our lab tests, it put in an average performance when it came to reducing the appearance of wrinkles, but some of our panel said they did notice a difference after the trial period.
Key specifications
| Size | 50ml |
|---|---|
| Suitable for | Mature skin |
Editors' picks
This hybrid skincare buy is a little different to the other formulas on our list. Glow Recipe's iconic watermelon dew drops (which feature above) give skin a glass-like, dewy look thanks to the added brightening niacinamide and hydrating hyaluronic acid. The watermelon scent also makes it super refreshing.
And now the brand has released this pigmented liquid blush that's infused with the same nourishing ingredients, for the ultimate makeup-skincare hybrid. Our lifestyle writer Maddie swears by it – she recently swapped out her standard blush for this skin-boosting one instead.
Key specifications
| Size | 12ml |
|---|---|
| Suitable for | All skin types |
Our beauty writer, Urmi, loves this effective-yet-affordable serum. Since its launch in the 1960s, the brand has prided itself on creating skincare with fuss-free ingredients, and this serum is no exception.
The niacinamide works alongside vitamin B5 to deeply hydrate and smooth out skin texture. It’s non-greasy, unscented and, well, simple. We’d expect nothing less.
| Size | 30ml |
|---|---|
| Suitable for | All skin types |
We are slightly cheating by including this one, as niacinamide is just one of the ingredients used here to clear skin of blemishes. You also get bioflavonoids, which fight blemish-causing bacteria, and Polynesian lagoon water, which helps to hydrate and detox.
Our senior beauty writer, Florence, is a fan, especially for treating hormonal flare-ups. “When my chin is getting congested around my period, this serum always calms things down and helps to clear blemishes,” she says. “It gets rid of excess sebum that starts to show up and oxidise in my pores when I'm super hormonal. How fun is it being a woman...”
Key specifications
| Size | 30ml |
|---|---|
| Suitable for | Blemished skin |
The verdict on niacinamide serums
If you’re looking for the antidote to dry, dull skin, our joint-winner, PCA's Vitamin B3 Brightening Serum is a good pick – the fast-working formula delivered glowing results for our testers.
The Avon Renewal Power Serum is ideal if you have more mature skin and want to tackle uneven texture and fine lines, while Byoma’s Brightening Serum offers big results for a small price (it will look good on your bathroom shelf, too).
Why you should trust the Good Housekeeping Institute
After 100 years of testing products at the Good Housekeeping Institute – from the best vacuums to the best IPL devices – we know exactly what to look for when comes to value for money.
Our former beauty and grooming tester, Denny Daily, was responsible for developing the rigorous protocols we tested these serums against. As well as using our specialist equipment in the lab to assess each formula against its claims, she collected detailed feedback from our reader panel before combining the results to award final scores.
Our lifestyle writer Madeleine Evans has written about hundreds of products and analyses and interprets the data to create helpful, honest and engaging product reviews.
Madeleine is our Lifestyle Writer, specialising in expert-tested reviews and round-ups on the latest beauty Beauty and Health & Wellness products. From skincare to protein powders, Maddie is committed to providing honest and helpful reviews to help guide readers to the best product for them. Maddie has a BA in English Literature and Language, which stemmed from her lifelong interest in reading and writing. She started her post graduate life at Hearst UK within a marketing capacity, which quickly turned into a desire to fulfil a writing career.
When she is not writing about the latest expert reviewed products, you can find her rifling through vintage shops or car boots, reading a print magazine, or capturing portraits on her film camera.
Denny our Former Beauty and Grooming Tester has an in-depth knowledge and background in beauty and PR. She has spoken on panels with Cosmetics Executive Women (CEW) and has worked with many beauty brands as a commercial model. Since joining in October 2022, she has worked on numerous testing categories including over 18 different brands for vitamin C serums, scalp scrubs, shampoos for dry hair and many more. She has over 20k followers on TikTok where she shares beauty and fashion tips otherwise better known as Denny Daily.
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