Joybuy Insights

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. A lightweight formula may feel comfortable on oily or combination skin, while dry skin may benefit more from hydrating ingredients and a moisturiser to seal them in.

Packaging can sometimes make it difficult to compare products fairly. Words such as “glow”, “lift” and “collagen” say little about the formula on their own. Instead, focus on the ingredients list, instructions for use, size and warnings.

Three pitfalls to avoid when buying serum

1. Mistaking marketing claims for guaranteed results

Brands often make ambitious claims about the results of an anti-ageing serum, firming serum or wrinkle serum. According to a brand’s own research, for example, some users may report smoother-looking skin or a more radiant complexion. This does not guarantee the same results for everyone.

So treat terms such as “stimulates collagen” or “penetrates deeply” as product claims. A cosmetic serum is designed to support the appearance and care of your skin, not to treat medical conditions.

2. Assuming a popular ingredient name tells you everything

A collagen serum may contain hydrolysed collagen, collagen extract or collagen water. These names do not refer to exactly the same raw material or concentration. The position in the ingredients list, the overall formula and how often you use it also matter for niacinamide, hyaluronic acid, retinol and vitamin C.

Also check whether a product contains fragrance, alcohol, acids or known allergens. If you have sensitive skin, “suitable for all skin types” is not a personal guarantee.

3. Using too many active products at once

Combining a hydrating serum with several acids, retinol and other intensive formulas can irritate your skin. Start with one new product and use it as directed on the label. If in doubt, test a small amount on a limited area of skin first. Stop using it if you experience persistent redness, itching, a burning sensation or swelling, and seek advice from a doctor or dermatologist if needed.

What should you look for in a face serum?

1. Choose a formula to suit your skin concern

  • Dry or tight-feeling skin: look for glycerin, hyaluronic acid, panthenol, ceramides and other moisture-binding ingredients. A hydrating serum often works well under a moisturiser.
  • Dull or uneven skin tone: niacinamide and vitamin C derivatives are often found in serums for radiant-looking skin. According to a brand’s own research, formulas like these may improve the appearance of dullness or discolouration; always check the full ingredients list.
  • Fine lines and loss of firmness: peptides, adenosine and retinol are often used in anti-ageing and firming serums. Retinol requires extra care when building up use, monitoring skin reactions and protecting your skin from the sun.
  • Visible pores: niacinamide may be used in cosmetic formulas to improve the appearance of pores and help manage sebum. Don’t expect a lasting change in pore size.
  • Sensitive skin: limit the number of active ingredients and check for fragrance, alcohol, acids and potential allergens.

2. Check the size and texture

A 15 ml bottle may seem like good value, but it won’t last as long with daily use as a 30 or 50 ml bottle. A pump bottle can make it easier to dispense the right amount than a pipette. Also consider the texture: a milky serum may feel richer, while a watery formula can be layered more quickly.

3. Pay attention to usage warnings

Serums containing retinol or AHAs, such as lactic acid, may require extra care. Use a sunscreen during the day if the instructions recommend it. For products with an applicator technique that may cause a tingling sensation, such as some Reedle Shot formulas, avoid using them on damaged or irritated skin and follow the instructions carefully.

Product picks for different skin needs

Suitable for: Budget-conscious beginners
The Ordinary Matrixyl 10% + HA 30ml

The Ordinary Matrixyl 10% + HA 30ml

Why it suits this profile: A straightforward choice if you want to start with a formula containing a limited number of ingredients. It combines Matrixyl peptides with sodium hyaluronate and comes in a 30 ml size.

How this product helps you avoid the pitfall

The product information describes a lightweight formula for daily use. Be sure to check the allergen information yourself, and don’t combine it straight away with several other active serums.

Key benefit & features

30 ml size; Matrixyl 3000 and hyaluronic acid are listed in the ingredients; easy to add to your routine.

Suitable for: Shoppers looking for premium quality
Estee Lauder Perfectionist Pro Rapid Firm + Lift Serum 50 ml

Estee Lauder Perfectionist Pro Rapid Firm + Lift Serum 50 ml

Why it suits this profile: A good option if you’re looking for a larger size and want to focus on radiance and skin tone. The product description lists vitamin C and three ferments.

How this product helps you avoid the pitfall

It comes in a 50 ml size, so you don’t have to rely on a small bottle with big claims. Results claims are specific to the brand, so pay attention to how your own skin responds.

Key benefit & features

50 ml; formula with vitamin C; designed to promote a more even-looking skin tone and a more radiant appearance, according to the product description.

Suitable for: Targeted use & experienced users
Roc Retinol Correxion Line Smoothing Night Serum 10.5ml

Roc Retinol Correxion Line Smoothing Night Serum 10.5ml

Why it suits this profile: The capsule format and evening application suit users who want to introduce retinol gradually and carefully control the amount they use.

How this product helps you avoid the pitfall

The instructions recommend starting with every other day. This helps you avoid applying it too often from the outset. According to the product information, SPF is important during the day.

Key benefit & features

Retinol is clearly listed in the ingredients; capsules help you measure each application; according to the product details, it is suitable for the face and neck.

Looking for more options?

We’ve put together a complete, up-to-date list of products that meet these strict selection criteria and comply with current European safety regulations.

Frequently asked questions about face serum

How do you apply face serum?

Cleanse your face first and use a toner if you like. Then apply a small amount of serum to your skin. Gently pat or massage it in, then finish with a moisturiser. Use sun protection during the day if the product contains acids or retinol, or if the label recommends it.

How long does a bottle of serum last?

It depends on the size, how much you use and how often you apply it. A 30 ml bottle will generally last longer than a 10.5 or 15 ml size, but capsules can help reduce waste because each dose is measured in advance. Always check the expiry date and the period after opening on the packaging.

Can you combine several serums?

Sometimes, but introduce active ingredients gradually. A simple hydrating serum with hyaluronic acid can often be used alongside a moisturiser. Take more care with retinol, AHAs, vitamin C and other active formulas. Introduce one new product at a time and follow the instructions for use.