The truth about "anti-ageing" face serums

Anti-ageing face serums - or as I prefer, face serums that help you age youthfully - are considered an essential part of your skincare routine.  They can be skin transforming, dealing with dullness, lines, elasticity, pigmentation, sensitivity and hydration.  Good face serums can take your skin from good, to great.  They are the true workhorse in any skincare regime.

Here's my top 5 tips on what to look out for, and why, when it comes to the best face serums:

1. Face serums tend to be more liquidy so they absorb faster.

They have a higher concentration of active ingredients and are designed to absorb deeper into your skin. Use on a freshly cleaned skin morning and night.

Tips - some are a tad too liquid and feel a bit like the 'Emperor's clothes'.  When very liquid, face serums can leave a tight feeling behind, that can irritate sensitive skins and dry skins.  If too light, even oily skins will have to use a moisturiser as well.  Iconic Youth Serum™ is rich, hydrating, packed full on anti-inflammatories that calm sensitive skin, acne prone skin and aggressors that cause skin ageing.

2. More does not always equal more, so don't let yourself be fleeced.

The additional concentration of active ingredients in face serum does make the formula more expensive but that DOES NOT mean that you have to be ripped off and pay triple what you should be paying. In some cases, you do get what you pay for, but there is not usually a difference between a £40 serum and a £200 serum (except maybe fancy packaging, which will end up in the bin).

Tips - Look out for ingredient lists on websites, especially ones where they explain the active ingredients.  Look out for multiple different weights of hyaluronic acid, especially the low weight Primal Hyall - that makes sure you hydrate in deeper layers of the skin.  Look out for brand statements that the active ingredients are used at clinically tested levels.  On our product pages, we are very open about what ingredients we use - and we always use them at the clinically tested levels.

3. Why buy 3 serums when you can buy 1?

A lot of brands have several different face serums that address different needs e.g. brightening face serum, hydrating face serum, anti-ageing face serum, anti-oxidant face serum etc. Addressing signs of skin ageing is not usually one dimensional and most of us are not going to use 2-3 different face serums each morning, nor should we have to. 

Tip - The signs of skin ageing are multiple so chose a face serum that prevents and protects the skin as well as perfecting and repairing a number of different signs of skin ageing, at once.  Radiance improves every skin, elasticity smooths out lines and keeps skin looking youthful, evening out skin tone, pigmentation or acne scars give a clearer complexion and good hydration, through all layers of the skin, is the most important factor in keeping skin youthful and glowing.  All of these are addressed in Iconic Youth Serum™.

4. There is a lot of advice on the best face serums and best "anti-ageing" face serums available.

Tip - Bear in mind that the writer has not tried all on the market, that the writer has some natural bias and some have commercial biases.  Look out for words like; 'written in collaboration with' and 'promotion' and 'sponsored'.  Check customer reviews, especially on websites that do not provide any incentive to the reviewer.  For example, we do not give loyalty points in return for reviews so that you know it was a true opinion.

5. Be confident.

Only you, know how your skin behaves, how much time you are prepared to allocate, how much you are prepared to spend and how many multiple products you are prepared to use?  Be informed and then make your decision. In conclusion, I believe with all my heart that face serum is an important part of every skincare routine and it is worth the additional cost and 20 seconds.

Let me know below if you use a face serum and how you find it, or if you don't, why not?

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