Face serums are water-based and have a thinner texture, which means they can penetrate more deeply into the skin than cream. Therefore, they deliver active ingredients like retinol and hyaluronic acid where they need to go to be most effective. Serums are perfect at targeting specific anti-aging skin concerns, like breakouts, dark spots, fine lines, and more.

Because face serums have a thinner consistency than creams and lotions, they are best applied on dry, bare skin or directly after a daily facial toner if using one is part of your routine. After cleansing, squeeze a pea-size amount of the face serum into the palm of your hand and then gently massage it into your face until all is absorbed.