Choosing a face serum: a practical guide for every skin concern

A face serum can be a useful addition to your daily skincare routine, but choosing one is not always straightforward. A lightweight texture, eye-catching ingredients list or promise of a “glow” says little on its own about whether it is suitable for your skin. Particularly if you have dry, sensitive, red or acne-prone skin, the wrong combination can leave you feeling uncomfortable or result in wasted money.

The following pitfalls are common:

• Mistaking a high concentration for a better choice. More vitamin C, acids or other active ingredients does not automatically mean your skin will tolerate the product well.
• Focusing only on marketing claims. Claims about collagen, pigmentation or redness are no guarantee of the same result for every user. A brand’s own research may also have measured results under specific conditions.
• Skipping the full ingredients list. Fragrance, essential oils, alcohol or several active ingredients may be relevant if your skin reacts easily.
• Using a serum without adjusting the rest of your routine. A hydrating serum does not always replace a moisturiser. A serum containing exfoliating ingredients also requires extra attention to sun protection.

What should you look for in a face serum?

1. Start by choosing according to your skin concern

Determine one main priority. This makes comparing products more manageable.

• For dry skin, ingredients such as glycerin, hyaluronic acid, beta-glucan, panthenol and ceramides often work well as part of a hydrating routine.
• If you have sensitive skin, a serum for sensitive skin with a short ingredients list may be more practical. Centella asiatica, allantoin and panthenol are often chosen for a soothing routine, but personal tolerance remains the deciding factor.
• If you want to tackle a dull appearance, consider a vitamin C serum or niacinamide serum. Also check whether the formula contains fragrance or citrus oils.
• For visible signs of ageing, an anti-ageing serum, peptide formula or bakuchiol serum may be worth considering. Do not expect guaranteed changes; brands’ cosmetic claims should be read as product information, not as a definite result.
• For an uneven complexion, a serum for pigmentation containing, for example, ascorbyl glucoside or niacinamide may be interesting. During the day, a broad-spectrum sunscreen is important.
• If your skin tends to look red, many consumers look for a serum for redness containing centella asiatica, beta-glucan or azelaic acid. Introduce stronger active ingredients gradually.

2. Check both concentration and combination

Do not look at just one popular ingredient. The overall formula determines how the product feels and how easily it fits into your routine. For example, a serum with 10% azelaic acid also contains other ingredients that affect its texture and tolerability. According to ANUA’s product information, dryness or pilling may occur; it recommends introducing the product gradually and keeping the skin sufficiently moisturised.

At first, it is best not to combine several intensive products at the same time, such as a vitamin C serum, exfoliating acid and retinoid-like product. Test a new formula on a small area of skin first. Stop using it if you experience persistent redness, itching, swelling or a burning sensation, and consult a doctor or dermatologist if you have concerns.

3. Consider size, packaging and use

A pipette, pump dispenser or dropper bottle affects ease of use. Pay attention to:

• Contents: 15 ml is convenient for trying a product or taking it with you; 30 to 60 ml is more practical for daily use.
• Texture: a watery serum can feel comfortable under sunscreen or make-up, while a richer formula may be better suited to dry skin.
• Shelf life: check the expiry date and the period after opening on the packaging.
• Storage: many serums should be kept in a cool, dry place, away from direct sunlight and heat.
• Ingredients: always compare the packaging with the online information, as formulas may change.

Recommended face serums by user profile

Suitable for: Budget-conscious beginners

Beta Glucan Power Moisture Serum Miniature

Why it suits this profile: With 50 ml and a simple focus on moisture, this is an accessible choice for anyone trying a hydrating serum for the first time.

How this product avoids the pitfall

The product information focuses on beta-glucan and moisture, without a long list of strongly exfoliating active ingredients.

Key benefit & highlights

50 ml contents; intended for use after cleansing or toner; made in South Korea.

Suitable for: Shoppers looking for premium quality

PURITO Wonder Releaf Centella Serum

Why it suits this profile: The formula combines centella asiatica, niacinamide, sodium hyaluronate, panthenol and ceramide NP for a routine with several supportive ingredients.

How this product avoids the pitfall

The ingredients list can be checked and includes both active ingredients and potential fragrance components, helping you compare products with confidence.

Key benefit & highlights

60 ml contents; dispenser packaging; contains centella asiatica, niacinamide and ceramide NP.

Suitable for: Targeted use & intensive users

ANUA Azelaic Acid 10 Hyaluron Redness Soothing Serum 30ml

Why it suits this profile: This serum is aimed at anyone specifically looking for azelaic acid, hydration and a soothing routine.

How this product avoids the pitfall

The usage instructions recommend starting once or twice a week. This helps you gradually introduce 10% azelaic acid.

Key benefit & highlights

30 ml contents; contains panthenol, allantoin, niacinamide and centella asiatica alongside azelaic acid.

Suitable for: Budget-conscious beginners

iUNIK Tea Tree Relief Serum Miniature 15ml

Why it suits this profile: The mini size is ideal for trying out a Korean skincare routine first or taking it with you when travelling.

How this product avoids the pitfall

With 15 ml, you do not have to buy a large pack before you know how your skin reacts.

Key benefit & highlights

15 ml travel size; contains tea tree leaf water, centella asiatica, niacinamide and adenosine according to the product description.

Frequently asked questions about face serum

How do you use a face serum?

Apply a few drops after cleansing and, if required, after toner. Gently spread the product over your face, then follow with a moisturiser. Use sun protection during the day when this suits the ingredients and your routine. Start with one new serum at a time so you can better assess how your skin reacts.

How long does a serum last?

This depends on the amount, dosage and frequency of use. A 15 ml bottle is generally most suitable for trying a product or taking it with you. Always check the expiry date and the period after opening on the packaging. Store the serum according to the manufacturer’s instructions and close a pipette or pump securely.

Can you combine several serums?

Sometimes, but introduce them gradually. For example, start by combining a hydrating serum with a simple moisturiser. Take more care when combining vitamin C, acids, azelaic acid and retinol-like ingredients. If you have sensitive skin, spreading products across different times is often easier to manage than applying everything at once.