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A face serum can be a targeted addition to your daily routine. However, it’s best not to rely solely on words such as “glow”, “detox” or “intensive repair”. The right choice depends mainly on your skin type, the ingredients and how easily the product fits into your routine.
K-beauty serums in particular often feature several active ingredients on the same label. That may sound appealing, but it can be tricky if your skin is quick to react or you already use several products.
A niacinamide serum with 10 or 15 per cent sounds powerful, but a higher concentration isn’t automatically a better choice. If you have sensitive skin, a simple formula with hydrating ingredients may be more practical. So check for glycerine, panthenol, hyaluronic acid, ceramides and other ingredients too.
A serum for dark spots or a brightening serum may be described as helping to create a more even-looking complexion. That doesn’t mean everyone will see the same results. Claims about collagen, cell renewal or reducing dark spots, for example, should be understood as product or brand claims, not guaranteed effects.
A brand’s own research may show that a formula offers certain cosmetic benefits. Also check the official ingredients list and directions for use on the packaging.
A serum containing azelaic acid, niacinamide, vitamin C or exfoliating acids may be useful as part of a targeted routine. However, don’t introduce several new active formulas at once. Add one product at a time, and if you have sensitive skin, start by testing a small amount on a small area.
Start by choosing your main skincare goal:
An anti-ageing serum is a cosmetic product category. Don’t expect a guaranteed reduction in wrinkles; focus instead on the texture, ingredients and ease of use.
Check whether the concentration is clearly stated. For example, the Beauty of Joseon Glow Deep Serum lists 2% alpha-arbutin, alongside rice bran water, glycerine and niacinamide. The Anua Niacinamide 10% + TXA 4% lists 10% niacinamide and 4% tranexamic acid.
A light lotion or gel usually absorbs quickly. A richer formula may feel more comfortable on dry skin, but less suitable under sun cream or make-up. Sizes also vary: many serums contain 30 ml, while some products contain 50 or 55 ml.
Serum is generally applied after cleansing, and after toner if you use one, before moisturiser. If your routine contains ingredients that may increase sensitivity to sunlight, use sun cream during the day. Avoid contact with your eyes and always follow the label.
Check the expiry date and the period after opening too. For example, the packaging may show a symbol such as 12M. Stop using the product if irritation persists, and seek medical advice if you have severe or recurring skin concerns.
Why it suits this profile: A straightforward choice if you mainly want to add extra hydration without complicating your routine. The product information says the formula is suitable for all skin types, including sensitive skin.
The product description focuses on hydration rather than a long list of intensive active ingredients.
Contains sodium hyaluronate and glycerine; 30 ml glass bottle; the product information describes a light, fast-absorbing texture.
Why it suits this profile: A good fit for K-beauty fans who want to combine hydration and a supple skin feel with a gel texture.
The ingredients and directions for use are clearly listed, so you can decide whether snail mucin suits your preferences.
Contains 3% snail secretion filtrate, ginseng root water, sodium hyaluronate and centella asiatica; 30 ml pump bottle.
Why it suits this profile: For shoppers deliberately looking for a serum for acne-prone skin, visible redness or an uneven-looking complexion, and who can build up their routine step by step.
The instructions recommend starting with 1 to 2 drops, once or twice a week. This helps you avoid using too many active skincare products too soon.
Lists 10% azelaic acid, panthenol, allantoin, ceramide NP and hyaluronic acid; includes a clear warning about building up use and sun protection.
Why it suits this profile: A lightweight option if you’re looking for a serum for dark spots or dullness and like rice-based K-beauty formulas.
The formula lists the percentage of alpha-arbutin and, according to the product information, contains no fragrance or alcohol.
Contains 68,6% rice bran water, 2% alpha-arbutin, niacinamide and glycerine; 30 ml and intended for evening use according to the product description.
We’ve put together a complete, up-to-date list of products that meet these strict selection criteria and current European safety regulations.
Apply serum after cleansing and before moisturiser. Keep your routine simple: cleanser, serum, cream and sun cream during the day. If you’re using active ingredients, always follow the specific directions on the label.
Check the expiry date and the period-after-opening symbol. Keep the product closed, in a cool place and out of direct sunlight. Has the scent, colour or texture changed? Don’t use it, and check the packaging.
If possible, choose a formula with a limited number of active ingredients and hydrating ingredients such as glycerine, panthenol or hyaluronic acid. Introduce a serum for sensitive skin gradually. Test a small amount first and stop using it if irritation occurs.
