10 of the best new serums for all skin types

Serums are probably the most overlooked part of our skincare regimens. We may think a moisturiser does the trick on its own, or that anything else would be too heavy or pore-clogging. But face serums are a vital and powerful tool in our skincare arsenal, no matter our skin type or complexion requirements.

Why? Because serums have a high concentration of active ingredients – higher than a typical facial moisturiser – and can penetrate much deeper into the skin, delivering a potent form of the targeted ingredients for your specific skin concerns. Serums are also super lightweight so are perfect for layering, ideally both morning and night after cleansing (if in doubt, check the specific product instructions).

Because of serums’ effectiveness and potency, it’s best to choose one that targets a specific skincare concern. So, we’ve rounded up the 10 best recently-launched serums for a variety of skin types and concerns. Trust us, these are the ones that work…

Elemis Pro-Collagen Renewal Serum, £70

Best for: smoothing fine lines and wrinkles

Designed as a gentle yet effective alternative to retinol (a pure form of vitamin A that encourages cell turnover and may be too abrasive for sensitive skin types), this latest launch from Elemis uses natural ingredients – including stevia and various types of moisture-boosting algae – to smooth and firm the appearance of wrinkles as well as minimising visible pores, sun damage and discolouration for more youthful, vibrant skin.

PSA Skincare Liquid Clarity BHA & Bakuchiol Blemish Recovery Booster, £27

Best for: preventing and fighting breakouts

This new serum from PSA Skincare is one of the most effective affordable blemish-busters we’ve come across lately. Combining known acne-fighting ingredients – zinc, BHA (beta hydroxy acid), bakuchiol, willow bark and liquorice root extracts – the formula gets to work on existing imperfections, while diminishing post-acne scars and dark spots and preventing future breakouts. Skin is left clearer, brighter and well-nourished. Use on its own or mixed with any other products in your skincare routine.

Sakrid Superfood Frenzy Organic Facial Serum, £29

Best for: restoring radiance to dull complexions

Skin feeling the effects of winter’s cold, harsh conditions and being cooped up inside with the central heating on full whack? Ours too. That’s why we’ve been reaching for SAKRID’s new Superfood Serum, which uses some of nature’s richest, most vitamin-dense superfoods – avocado oil, safflower oil, broccoli seed oil – to restore our skin’s glow. This clever serum also balances sebum (ideal for oily or combo skin types) and is vegan, organic and cruelty-free.

Kate Somerville KateCeuticals Firming Serum, £84

Best for: boosting elasticity and firmness

This new serum was inspired by the results achieved using Hyaluronic Acid dermal fillers at Kate’s Hollywood clinic, using an advanced formula of peptides and hyaluronic acid to firm, plump and smooth the skin. In fact, it promises improved elasticity and firmness in just two weeks. Impressive stuff.

Disciple Dreamy Skin Retinyl Oil, £35

Best for: reducing pigmentation and blemish marks

This is our new go-to product for preventing and tackling blemishes, and it’s almost completely cleared our post-breakout hyperpigmentation. Apply before your nighttime moisturiser and let the plant extracts and essential oils regenerate skin cells while you sleep, boosting radiance and correcting damage.

CeraVe Hydrating Hyaluronic Acid Serum, £17

Best for: nourishing dry, dehydrated skin

CeraVe was one of the most popular skincare brands of 2020 (it was the number one most-discussed skincare brand on Reddit), and just like all their products, their brand new serum contains three essential ceramides to help restore the skin’s natural protective barrier. Plus, hyaluronic acid, vitamin B5 and glycerin deliver long-lasting hydration to parched, rough skin.

Filorga Age Purify, £62

Best for: tackling both blemishes and fine lines

French medicosmetics brand Filorga has recently launched what it claims to be the very first range to target both acne and wrinkles, Age Purify, clinically proven to provide visibly smoother and clearer skin in just seven days. The formula protects against damage from pollution and other external aggressors, while three different actives that work to target fine lines and wrinkles and five acids provide a micro-peeling effect for a brighter complexion. Zinc minimises large pores, shine, spots and blackheads.

Green People Age Defy+ Collagen Boost Vitamin C Serum, £39

Best for: smoothing out uneven skin tone

We are long-standing fans of Green People’s commitment to truly organic, gentle products that deliver results using up to 99% natural and organic ingredients, and their latest serum doesn’t disappoint. The lightweight formula soaks quickly into the skin and uses slow-release vitamin C, hyaluronic acid and bakuchi oil to support collagen production, even out skin tone and boost radiance.

Allies of Skin Prebiotics & Niacinamide Pore-Refining Booster, £65

Best for: minimising enlarged pores

Searches for niacinamide (vitamin B3) have soared by 282% since this time last year, so why all the buzz around this ingredient? It’s known to tick many skincare boxes, including brightening, preventing signs of ageing, and reducing acne, enlarged pores and pigmentation. Find it in this new serum, which combined with prebiotics, probiotics, and 12 pore-refiners and brighteners, leaves skin healthier, smoother and more radiant.

We like patting a few drops into our skin before moisturiser (or before oil, then moisturiser, on dry skin days), but it can also be mixed with any serums, oils or moisturisers.

001 Skincare VF Detox & Balance TCM-Cooling Concentrate, £75

Best for: regulating oily skin types

Oily and combination skin types will lap up this cooling, calming serum for its clarifying, astringent and detoxifying ingredients. The lightweight formula soaks right into skin, so you don’t need to worry about any heavy or pore-clogging residue, and ingredients such as watermelon seed oil, plant hormones and squalane help to balance irregular sebum production (one of the main causes of breakouts), calm inflammation and improve the appearance of pesky scars and blemishes. Apply a few drops after cleansing and toning by gently patting into the skin.