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Our experts have tried 100s of ‘anti-ageing’ serums over the years – these are the ones that work
They promise to minimise wrinkles, brighten age spots and get rid of dry, dull skin
Here at Good Housekeeping, our beauty editors are strong advocates for incorporating face serums into your skincare routine – from your 30s and up. Among the various types available, anti-ageing serums stand out for their ability to address common skin changes that arise with age, such as wrinkles, hyperpigmentation and sagging.
Here are our favourites at a glance, but keep reading for everything you need to know before you add a serum to your routine.
Good for all skin types
Estee Lauder Advanced Night Repair Synchronized Multi-Recovery Complex Serum 50ml
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Retinoids and nature-identical alternatives are the most obvious ingredients to look out for in an anti-ageing formula, but vitamin C, hyaluronic acid and resurfacing acids all work to brighten and bolster skin health, too.
“Serums are liquid formulas with higher concentrations of active treatment ingredients and fewer emollients compared to moisturisers,” explains Chiara Butler, an analyst in our GHI sister lab in the US. “Anti-ageing serums can help soften lines, brighten dark spots, firm skin and smooth texture.”
To help you decide which formulations are really worth your time – and please note, without regular, consistent application, you can't expect big results – we asked the GH beauty team to tell us which smart serums have genuinely worked for them. Given that they're sent all the new launches to try, they're a pretty discerning bunch.
Your bathroom cabinet better roll out the red carpet, as these hard-working serums are about to outshine all the skincare staples in your routine.
This 'radiance concentrate' enhances your glow on application. Beyond first impressions and that vibrant orange hue, beauty editor Alex Friend is a big fan of the stuff.
“YouthBomb 360 Radiance Concentrate is one of my favourite skincare launches in the last few years, and probably my favourite serum of all time,” she says. “It has substantial weight but sinks straight in, and it makes my skin look glowy and rested. It still feels like a treat to apply, and I’m on my third bottle now.”
This one is designed to help slow and prevent the formation of fine lines, so it's one for those noticing the first signs of the ageing process – which, by the way, is a real privilege to go through. We don't want to reverse ageing; we simply want to look our best at every age. The 30% blend of ten powerful peptides supports the skin's natural resilience, helping to avoid thinning and that crepey texture.
The GHI's senior beauty writer, Florence Reeves-White, swears by this potent formulation for softening the lines on her forehead.
This value anti-ageing serum works just as well (if not better) than many much pricier options. Powerful peptides, retinyl palmitate, hyaluronic acid and vitamin C antioxidant complex work together to help regenerate skin with less irritation.
Estee Lauder Advanced Night Repair Synchronized Multi-Recovery Complex Serum 50ml
This Advanced Night Repair serum needs no introduction – you probably first saw one in your mum's bathroom before you knew what 'fine lines' even were.
It offers 72 hours of hydration, thanks to the hyaluronic acid, which draws moisture into the skin. It also boasts a patented recovery complex that supercharges the repair and rejuvenation process.
Boost your beauty sleep with Fresh’s milky serum, which exfoliates with glycolic acid so you wake up with silkier skin. The combination of acids in the formula can also help clarify the complexion, making it ideal for oily or acne-prone skin.
Though the bottle is small, the formula should be applied sparingly due to the acid content (note, it may be too strong for those with sensitive skin).
Kate Somerville DermalQuench Liquid Lift® Advanced Wrinkle Treatment 75ml
A novel anti-ageing retinol serum, this option from Kate Somerville is dispensed as a special foam for faster absorption, which effectively helps reduce hyperpigmentation.
This is unlike anything we’ve seen before. The set includes a night serum that shrinks hydrating and smoothing hyaluronic acid molecules so they can penetrate the skin more easily, and a day formula that re-plumps them to maximise the line-filling effects.
They are undeniably an investment, but those who've tried them talk of immediate results and they're a fabulous combo for targeting stubborn fine lines around the eyes. Plus, they're fragrance free.
This lightweight Murad serum is formulated with two types of retinoids – ingredients known to increase skin's elasticity over time. Though it's pricey for the amount of product you get, its skin-firming effects wowed our editors. When we're talking of products we turn to time and time again, this one is always brought up in our beauty meetings.
Olay Regenerist Anti Ageing Firming Serum 50ml
A powerfully moisturising pick, this Olay formula is a fraction of the cost of other serums. It’s full of effective ingredients like niacinamide, hyaluronic acid, peptides and panthenol that deliver both anti-ageing and moisturising benefits, though some may not love the fact that this product has a noticeable fragrance.
RoC's antioxidant serum is blended with powerhouse brightener vitamin C, balanced by castor oil (an emollient to trap moisture) and glycerin. Note that because a vitamin C serum should be used daily for the best results, the small bottle may not last long.
Our lifestyle writer, Maddie Evans, makes this serum her entire personality when she's tackling her post-summer pigmentation every year.
Our oft-forgotten neck and décolleté deserves all the love you afford your face, especially as the skin here is often thinner and more prone to crep-iness – think of it as the delicate under-eye area of the body.
We've tested loads of other smart formulations for firming the skin on the neck and chest, but this one comes recommended by the GHI's head of content, Alison Lynch. The small amount of product in the tube is the only drawback, she tells us. If you're interested in investing further in your décolletage, these nifty neck toning devices nailed our tests.
What to look for in an anti-ageing serum
These are the key ingredients to seek out in an effective anti-ageing serum, according to the GH Beauty Lab experts and dermatologists.
✔️ Retinoids, vitamin A derivatives, stimulate cell turnover to increase collagen production, reducing wrinkles and hyperpigmentation.
✔️ Peptides, made of amino acids, which are the building blocks of collagen and can boost its production to help smooth lines and increase skin's firmness.
✔️ Niacinamide, a form of vitamin B3 that brightens and evens skin tone, boosts collagen production and calms inflammation. It's used for "its anti-inflammatory and brightening benefits [and] has been shown to soothe the skin and even out hyperpigmentation," says Joshua Zeichner, M.D., Director of Cosmetic and Clinical Research at Mount Sinai Hospital Department of Dermatology.
✔️ Hyaluronic acid, a strong skin hydrator and plumper. Hyaluronic acid also works to plump skin "[improving] the appearance of fine lines and wrinkles," says Dr. Zeichner.
✔️ Antioxidants, such as vitamin C, vitamin E, green tea and resveratrol, which protect skin against damage. These ingredients help prevent and repair signs of hyperpigmentation, lines and wrinkles, inflammation and dullness, according to dermatologist, Dendy Engelman, M.D.
Do anti-ageing serums actually work?
Yes! Some anti-ageing serums, like those above, produce measurable results over time, helping to reduce the look of wrinkles, hyperpigmentation and pores and increase skin firmness.
Because the formulas are lighter-weight than other skincare treatments like lotions or creams, they tend to work for all skin types, from oily to dry. But consistency is key: “Anti-ageing serums need to be used regularly over time, usually at least four to eight weeks, to show results,” Butler says. And know that “they won’t have effects as dramatic as dermatologist treatments or surgery,” she adds.
At what age should you start using anti-ageing serum?
Using an anti-ageing face serum daily (both morning and evening or as indicated on the product's packaging) can diminish lines and pores plus firm and brighten skin, Dr. Zeichner says. Dermatologists recommend serums for almost any age from the 20s, 30s and 40s to the 50s, 60s, 70s and above for both preventative and reparative benefits.
How do you apply anti-ageing serums?
Serums are usually the second step in your skincare regime, applied after cleansing and toning, but before layering on moisturiser and SPF. Dispense a pea-sized amount in the palm of your hand and gently pat it into skin. More isn’t always better – depending on the formulation, putting on too much could lead to pilling.
Should you apply anti-ageing serums in the morning or evening?
That varies depending on the ingredients. While some serums are made to be used in the morning and at night, it’s not true for all, so always follow the directions on the product's packaging. Generally, anti-ageing serums containing retinol are used before bedtime, to allow them to work as the skin regenerates overnight.
Those with vitamin C should be used in the morning. Others, such as formulations with hyaluronic acid, can be used morning and evening – as the first layer after the skin is cleansed. The key to deciding the frequency of use per day and per week is to see how your skin tolerates the product, which is individualised.
How to store anti-ageing serums
Serums may look chic lined up on a bathroom counter, but they're best stored away from direct sun and heat exposure and placed in a cool, dry place such as the bathroom cabinet. "Make sure the product opening is tightly sealed with each use," Dr. Li advises. "The temperature should be ambient as extremes may affect the quality and effectiveness of the formulation."
Some enjoy giving their serums fridge real estate for cooling and soothing benefits. However, you'll want to check the label to make sure that's okay, since the cold can cause oil-based products to separate, Dr. Li adds.
April (she/her) is the senior beauty and style director at Good Housekeeping, Prevention and Woman's Day. She has over 15 years of experience under her belt, starting her career as an assistant beauty editor at GH in 2007, and working in the beauty departments of SELF and Fitness magazines.
Florence is our Senior Beauty Writer, specialising in expert-tested beauty and grooming reviews — from toothbrushes to the latest skincare launches. She’s committed to sharing recommendations for products that truly work and make people feel confident and healthy. Prior to this she was at Tropic Skincare, where she worked closely with biochemists in the lab, delving into the functions of each fresh, natural ingredient and conveying its efficacy to her audience in easy-to-digest terms.
With over five years’ experience in beauty and health journalism, Florence has written for ELLE, Women’s Fitness, Sister Magazine, National Geographic Traveller and many more, with a strong sustainability angle thread through much of her work.
When she isn’t packing for a trip away, working out, eating out or reading up on retinol serums, you’ll probably find her experimenting with her film camera and building her portfolio of portraits. Florence’s photography can be found at florencereeves-white.com, her Instagram is @florencereeveswhite and her twitter is @floreadsnwrites
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