Anyone else baffled by serums? I’m talking about the product you’re supposed to slather on your skin après cleanse & tone and pre moisturising. I’ll be honest, I’ve been test driving them for quite some time now without REALLY knowing what they do. So what better way to get to grips with the nitty gritty than asking an expert. I’ve enlisted the guidance of beauty editor and ex Cosmo colleague Kate Turner to hand hold us through the science bit and guide us to the right choice. Without further ado, over to Kate…
If you’ve been reading about the Korean trend for obsessively layering products every morning, you’d be forgiven for thinking everyone is secretly dropping £200 a month on skincare and has a serum ‘wardrobe’. Don’t panic. I reckon the vast majority of women (and most of my mates) are completely bamboozled by serums – what they do, how to use them, how much to spend on them.
I happen to be in the ‘less is more’ camp when it comes to skincare. I don’t like overcomplicated routines. Having said this, I’m actually a massive fan of serums. I think they’re modern, smart and deliver results you actually notice. I really like the fact that they suit all skin types (even oil-prone girls like me) and don’t carry any excess baggage your skin might not need. Yes, they can be pricey. But here’s my beauty rule: I spend money on my skin without guilt (skincare, foundation, fragrance) and live cheap and cheerful with my makeup and hair (frankly Rimmel and Revlon can do no wrong in my book). Your skin is your BEST investment, right? If something takes only one minute to apply and can make me look younger for longer, you bet I’m in.
Here’s my beginner’s guide to serums and some fantastic products to inspire you (the good news: they’re not all expensive).
*Cue happy face* YES, the words “they’re not all expensive” were mentioned…
What exactly is a serum?
“A serum is a targeted treatment which delivers key ingredients directly to where skin needs it, making it more powerful and effective than moisturisers,” says top dermatologist Dr Howard Murad. “They typically have a higher percentage of active ingredients so they can stimulate the lower levels of the skin.”
Ok, why do I need one?
Dr Murad argues that serums are even MORE important than either cleansing or moisturising. “Serums repair existing damage to optimise the health of your skin, so it can defend itself against further injury, whereas a moisturising cream will simply hydrate skin and protect it.”
Do I need more than one serum or to layer up?
The biggest mistake people make with serums is to use too much. So unless Kim Kardashian is your beauty idol (we need to talk), I’d say most normal, busy women should slot just one great serum into their regime, before moisturiser – and use a tiny amount. The trick is finding the one that’s just right for you. While there are plenty of great multi-tasking serums out there, not all of those potent ingredients sit happily together, so it helps to think about what’s top of your skin wish-list. Here are some of the biggies, hopefully there’s one that speaks to you.
FOR EXTRA HYDRATION
La Roche Posay Hydraphase Intense Serum, £19.90. http://www.laroche-posay.co.uk/product-treatments/Hydraphase/HYDRAPHASE-Intense-Serum-p20690.aspx This new serum is a total moisture-bomb. It’s formulated with a special form of hyaluronic acid (nature’s best moisturiser) that penetrates twice as deeply. We’re talking seriously soft and plumped-up skin that puts regular moisturisers to shame.
High street hero Superdrug Simply Pure Hydrating Serum, £2.69. http://www.superdrug.com/Skin/Face/Serums/Superdrug-Simply-Pure-Hydrating-Serum-50ml/p/342700 Currently on sale for a frankly unbelievable £1.29 (yes I had to check that too), you could do worse than give this little gem a whirl.
FOR BEATING BREAKOUTS
iS Clinical Active Serum, £68. https://www.victoriahealth.com/product/Active-Serum/4937 Rosie Huntingdon-Whitely (her of the uh-mazing skin) swears by this iconic multi-tasker. Being rich in glycolic and salicylic acids it’s particularly good for treating and preventing blemishes, shine and scars, as well as imparting a Hollywood glow.
Murad Advanced Blemish & Wrinkle Reducer, £45. http://www.murad.com/acne-wrinkle-reducer-1-oz Truly a product for grown-ups, this fights wrinkles and spots AT THE SAME TIME. It contains retinol (tough on wrinkles) and time-release salicylic acid and phytoestrogen (for hormonal breakouts).
FOR RADIANCE
Ole Henriksen Truth Serum Collagen Booster, £47. http://www.lookfantastic.com/brands/ole-henriksen/brighten-repair.list?widget_id=109959 Studies have shown that it’s uneven skin tone, not wrinkles, that age us the most. So if you’re most bothered by brown spots, redness or open pores, vitamin C is your weapon – and this serum packs a high-quality punch. Best of all, it smells like a sun-drenched orange grove. Gorgeous.
Get the glow
FOR ANTI-AGEING
Clinique Smart Serum, £48. http://www.clinique.co.uk/product/4034/30149/Skin-Care/Serums/Clinique-Smart-Custom-Serum Not sure what your skin needs most? Using cell-communicating technology this will fix damage where it finds it – whether that’s wrinkles, pigmentation, sagging or dullness – helping you win battles you didn’t even know you were fighting. Clever stuff.
No7 Protect & Perfect Intense Advanced Serum, £24.95. http://www.boots.com/en/No7-Protect-Perfect-Intense-ADVANCED-Serum-30ml_1490965/ Proving that great serums don’t have to cost the earth, this is my serum of choice. Clinical trials have shown 3 amazing things: it helps slow down the appearance of wrinkles, it helps reduce signs of ageing you already have, and the results get even better over time. There are no magic ingredients here – just a really effective blend of peptides and antioxidants that really work.
The night shift
P.S. YOU COULD ALWAYS GO BESPOKE
Codage is the hot pharmaceutical brand from Paris making bespoke skincare just that little bit more affordable. Visit https://www.codageparis.com/en/, complete an online skin diagnostic and receive a unique personalised serum, stamped with your initials, in 10 days direct from the lab. Très chic. (Prices start from around £100)
More Seriously Super Serums from Kate;
YES, there’s more…
Fashion & Style Director, Shelly Vella
Beauty Editor, Kate Turner
IMAGES
Art Direction & Styling Shelly Vella
Photographs William Garrett
Make up Lisa Valencia
Hair Jonothon Malone
Model Alona at Established