Choosing a face serum: how to find a formula that suits your skin

A face serum can be a useful addition to your daily skincare routine, but not every product suits every skin type. Some serums feel pleasant to apply but contain few ingredients that match your specific goal. Others use phrases such as “intensive repair” or “visible results straight away” without clearly explaining what the formula actually contains.

For consumers in the Netherlands, three pitfalls are particularly relevant:

• Confusing marketing claims with guaranteed results. A brand’s own research may report results after a certain number of days, but that is not a guarantee for every user.
• Choosing a serum without checking the full ingredients list. A hydrating serum with hyaluronic acid may feel comfortable on dehydrated skin, but fragrance or certain preservatives may be less suitable for sensitive skin.
• Ignoring the texture and when to use it. A rich serum may be a good match for dry skin but feel uncomfortable under make-up. A retinol serum is usually chosen for an evening routine and should be introduced gradually.

What should you look for in a face serum?

1. Choose ingredients based on your skin goal

The result you want determines which type of serum makes sense:

• Hyaluronic acid serum: helps retain moisture at the skin’s surface and is often suitable for dehydrated or dry skin.
• Ceramide serum: contains ceramides, which form part of the skin barrier. This type of formula may be worth considering if your main priorities are comfort and moisture retention.
• Beta-glucan serum: iUNIK’s product description lists beta-glucan as a key ingredient for hydration. Always check the current ingredients list on the packaging.
• Retinol serum: retinol-like ingredients, such as retinyl propionate in the OLAY serum, are generally chosen for smoother-looking skin texture and less noticeable fine lines. Introduce them gradually and follow the directions for use.
• Niacinamide and panthenol: feature in several Korean skincare serums and are often combined with hydrating ingredients.

Pay attention to the difference between a facial ampoule, essence and serum. These terms are not standardised everywhere. Look at the product’s purpose, texture, volume in millilitres and recommended use rather than relying on the name alone.

2. Check the concentration, volume and formula

A long ingredients list does not automatically mean that a serum is a better match for you. Pay particular attention to:

• The first five to ten ingredients on the INCI list; these are generally present in the highest concentrations.
• Whether the product contains fragrance if you are looking for a serum for sensitive skin.
• The volume: 20, 30, 40, 50 or 100 ml makes a difference to the price per millilitre.
• The packaging. A pump bottle limits contact with air and fingers, while a dropper requires hygienic use.
• The shelf life and period after opening. The packaging states which date or indication applies.

A serum for dry skin generally works better as part of a routine when followed by a cream. This helps seal in the hydrating ingredients with a nourishing layer.

3. Introduce active ingredients carefully

Do not start using several potent active products at the same time. Begin with one new face serum and observe how your skin responds. With a retinol serum, using it infrequently in the evening is a practical way to start. Avoid contact with the eyes and stop using it if you experience irritation, redness, a burning sensation or swelling. Consult a doctor or dermatologist if symptoms persist.

Use a sunscreen product during the day when your routine contains active ingredients. Always follow the label, as the recommended application may vary from one formula to another.

Recommended face serums by user profile

Suitable for: Budget-conscious beginners

iUNIK Beta-Glucan Power Moisture Serum, 50 ml

Why it suits this profile: With 50 ml of product and a straightforward focus on moisture, this is an accessible choice for anyone looking to add a hydrating serum to their routine.

How this product avoids the pitfall

The product information clearly states that it should be used after cleansing or toner. This makes it clear when and how much to apply.

Key benefit & advantages

Beta-glucan is central to the product description; 50 ml volume; suitable for use in the morning and evening according to the stated instructions.

Suitable for: Shoppers looking for premium quality

Estée Lauder Advanced Night Repair Serum Synchronized Multi-Recovery Complex 30ml

Why it suits this profile: If you value a well-known brand formula and a serum for both hydration and mature skin, this compact 30 ml version is worth considering.

How this product avoids the pitfall

The product page states the texture, 30 ml volume, fragrance-free formula and frequency of use. This offers more useful information than a general anti-ageing claim alone.

Key benefit & advantages

The product description mentions hyaluronic acid; oil-free and fragrance-free according to the product specifications; designed to hydrate and create a firmer-looking appearance.

Suitable for: Targeted use & intensive users

OLAY Retinol 24 Max Night Serum 3 Actions 40ml

Why it suits this profile: This night serum is suitable for users specifically looking for a formula containing retinyl propionate and glycerine to hydrate and create a smoother-looking skin texture.

How this product avoids the pitfall

The product information makes it clear that this is a night serum and recommends using a day cream with SPF. This helps prevent incorrect use of a retinol-like formula.

Key benefit & advantages

40 ml volume; fragrance-free product specification; retinyl propionate and glycerine are included in the stated ingredients list.

When should you use a face serum?

Apply a serum after cleansing and, if desired, after toner. Usually, use a few drops on your face and neck, then apply a moisturiser. If you have dry skin, a serum often feels more comfortable when applied to slightly damp skin, followed by a cream. A hydrating serum can be used in the morning and evening when this is stated on the label.

A Korean skincare serum routine does not have to involve lots of steps. Cleansing, serum, moisturiser and sun protection during the day provide a straightforward foundation for many users. Introduce new products one at a time so you can see which ones suit you and which do not.

Frequently asked questions about face serum

Do I need a face serum if I already use a day cream?

Not necessarily. A serum is usually an additional step with a lighter texture and a targeted selection of ingredients. If you mainly need basic skincare, a moisturiser may be enough. Add a serum when you are specifically looking for extra hydration, comfort or care for fine lines.

How long does a serum last after opening?

This varies from product to product. Check the shelf life and the symbol on the packaging, such as 12M, which means twelve months after opening. Keep the serum tightly closed, out of direct sunlight and according to the manufacturer’s instructions. If the smell, colour or texture changes noticeably, stop using it.

How much does a good face serum cost?

The price varies depending on the brand, volume and ingredients. Compare the price per millilitre and look at the formula rather than the packaging alone. A 50 ml bottle may offer better value per millilitre than a smaller version, while a compact 20 or 30 ml bottle can be useful for trying a product first.