10 of the best new serums for every skin type

First, what a serum is actually for

A serum is the hard-working middle of a routine. It goes on after cleansing and before moisturiser, and it carries a high dose of one or two active ingredients in a light texture that sinks in fast. Cleanser cleans, moisturiser seals, serum does the actual job. That is why it is worth spending a little more here than anywhere else in your bathroom cabinet.

The trick is matching the active to the problem. Dry skin wants hydrators like hyaluronic acid and glycerin. Oily or breakout-prone skin likes niacinamide and salicylic acid. Dullness and uneven tone respond to vitamin C. Fine lines are retinol territory. Pick one main concern and buy for that, rather than layering five serums and wondering why your face is cross with you.

Patch test anything new on your jaw for a couple of days before going all in. Most reactions show up within forty-eight hours, and a pink patch under your ear is much easier to deal with than a pink face the week of a wedding.

For dry and dehydrated skin

The Ordinary Hyaluronic Acid 2% + B5 is still the best value hydrator on the high street, and it sits in every Boots for under a tenner. Pat it onto damp skin, then moisturise straight away to lock it in. If your budget stretches, La Roche-Posay Hyalu B5 Serum adds a repairing dose of vitamin B5 and sits beautifully under make-up. For a proper treat, Augustinus Bader The Serum is rich, silky and very expensive. Worth it if you have very dry skin and the money. Not essential if you don't.

For oily and breakout-prone skin

Niacinamide is the quiet hero here. It calms redness, regulates oil and helps blurry pores look tighter over a few weeks. The Inkey List Niacinamide is cheap and does exactly what it says. Paula's Choice 2% BHA Liquid Exfoliant is the cult pick for blackheads: use it two or three nights a week, not every night, and wear SPF the morning after. Glow Recipe Watermelon Glow Niacinamide Dew Drops sit somewhere between serum and highlighter, which is either a bonus or a problem depending on your T-zone.

For dullness and uneven tone

Vitamin C is the morning serum. It brightens, evens out old marks and gives your sunscreen a little back-up against pollution. SkinCeuticals C E Ferulic is the gold standard and priced like it. Naturium Vitamin C Super Serum Plus is a strong, much cheaper alternative and easy to find at Cult Beauty. Keep vitamin C in a cool, dark cupboard. Once it turns orange it has oxidised, and it is time to bin it.

For fine lines and texture

Retinoids remain the most proven ingredient for smoother skin, but they need patience. Start low and slow. Medik8 Crystal Retinal is a beauty desk favourite for good reason: it comes in numbered strengths so you can work up gradually. Elizabeth Arden Retinol Ceramide Capsules are gentler and pre-measured, handy for beginners who tend to overdo it. Use retinoids at night only, skip them before waxing, and expect a little flaking for the first few weeks. Not a flaw, just your skin adjusting.

For sensitive skin that hates everything

If your face stings at the mere sight of an active, go back to basics. Avène Cicalfate+ and Dr.Jart+ Cicapair both lean on soothing centella and short ingredient lists. Use one on its own for a month before adding anything else. Boring, yes. Effective, also yes.

How to actually use them

Thin to thick is the rule. Cleanser, then the most watery serum, then anything richer, then moisturiser, then SPF in the morning. Two serums at most per routine. Vitamin C in the morning, retinoids at night, hydrators whenever you like. Give anything new six weeks before deciding it doesn't work. Skin takes about a month to renew itself, so the first fortnight tells you very little.

Our edit below covers every budget, from Boots to Space NK and Selfridges. Pick the one that matches your main concern and give it a fair go.