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

A face serum can be a useful addition to your daily routine, but not every bottle suits every skin type. Some formulas focus mainly on hydration, while others are designed for sensitive skin, an uneven-looking complexion or visible fine lines. A high concentration or eye-catching marketing name alone says little about whether a product is right for your skin.

Look out for these three common pitfalls:

• Assuming a long ingredients list means better results. A formula with lots of active ingredients may sound appealing, but it also increases the risk of irritation or incompatibility with other products.
• Choosing a serum based on one popular ingredient. Hyaluronic acid helps the skin’s surface retain moisture, but a hydrating serum feels more comfortable when you follow it with a cream.
• Confusing face serum with hair serum. Hair serum is designed for lengths and ends, not facial skin. Always check the product type and where it should be applied.

Which specifications should you check before buying?

1. Consider your skin goals and the texture

Dry or dehydrated skin often benefits from a hydrating serum containing glycerine, panthenol, betaine, sodium hyaluronate or other moisture-binding ingredients. An oily texture, such as that of the Stendhal Comfort Serum, may feel pleasant on mature or dry skin, but could feel too heavy on oilier skin.

For sensitive skin, a simple routine and a serum for sensitive skin are often a better choice than using several potent acids or vitamin A products at once. Check the INCI list for fragrance, essential oils and known allergens. “Natural” doesn’t automatically mean a product will be gentle on everyone’s skin.

2. Assess active ingredients individually

• Hyaluronic acid: used as a moisture-binding ingredient. A hyaluronic acid serum is particularly useful when your skin feels tight.
• Niacinamide: found in a range of formulas and used to care for the skin barrier and promote a more even-looking complexion.
• Panthenol, centella and ceramides: suit a soothing serum or a skin barrier serum. They’re worth considering when you want to keep your routine simple and comfortable.
• Retinol and retinal: introduce a retinol serum gradually. For example, start by using it a few evenings a week. Don’t apply it to irritated skin, and wear sun protection during the day. Only use retinol or retinal products during pregnancy or while breastfeeding after seeking advice from a healthcare professional.
• Azelaic acid: can be included in a serum for redness, but Anua’s product information recommends introducing it gradually and doing a patch test. Stop using it if irritation persists.

Always check the latest ingredients on the packaging. Formulas can change, and a brand’s product claims don’t guarantee the same results for everyone.

3. Check how to use it, the size and the shelf life

A face serum is usually applied after cleansing and, if you use one, toner, followed by a moisturiser. Check whether the packaging uses a dropper, pump or capsules, and how much product you need each time. A 30 ml bottle is standard, while a face ampoule or a 50 to 100 ml bottle may be more appealing for everyday use.

Store the product as directed on the label, close the packaging securely and check the expiry date or period-after-opening information. If the product gets in your eyes or causes redness, itching or a burning sensation, follow the instructions and stop using it if irritation persists.

Choosing products for different skin profiles

Suitable for: Budget-conscious beginners

Collistar Attivi Puri Hyaluronic Acid + Polyglutamic Acid 30ml

Why it suits this profile: The formula focuses clearly on hydration and, according to the product information, is suitable for all skin types. That makes it a straightforward starting point if you haven’t used a serum before.

How this product avoids the pitfall

The key active ingredients are clearly listed in the product name, so you’re less likely to choose based on marketing terms alone.

Key benefit & highlights

30 ml; contains hyaluronic acid and polyglutamic acid; designed for morning and evening use.

Suitable for: Shoppers looking for premium quality

Numbuzin No.9 NAD Bio Lifting Essence

Why it suits this profile: If you’re looking for a richer formula and a detailed INCI list, this one includes glycerine, niacinamide, sodium hyaluronate, panthenol and various peptides.

How this product avoids the pitfall

The product description states that the essence is fragrance-free. If your skin reacts easily, check the full, up-to-date ingredients list too.

Key benefit & highlights

50 ml; contains hydrating ingredients, niacinamide, panthenol and peptides; the product information recommends morning and evening use.

Suitable for: Targeted use & experienced users

SKIN1004 Retinol 0.2% Boosting Shot Ampoule

Why it suits this profile: This retinol serum is for people who want to add vitamin A ingredients to their routine and are prepared to let their skin adjust gradually.

How this product avoids the pitfall

The instructions recommend building up to use 2 to 3 times a week. This helps you avoid applying it too often straight away.

Key benefit & highlights

Contains 0.2% retinol and retinal; 30 ml; the product information recommends evening use and sun protection during the day.

Suitable for: Sensitive or easily dried-out skin

The Ordinary Soothing & Barrier Support Serum 30 ml

Why it suits this profile: The product information describes a fragrance-free, alcohol-free formula containing ingredients such as bisabolol, niacinamide, lipids and plant-derived ceramides.

How this product avoids the pitfall

It focuses on barrier care and comfort rather than a potent vitamin A or acid treatment.

Key benefit & highlights

30 ml; fragrance-free according to the product information; contains niacinamide, bisabolol and ceramide-like lipids.

Frequently asked questions about face serum

How do you use a face serum?

First, cleanse your face, then apply a few drops of serum. Follow with a moisturiser to lock in moisture. Only apply retinol products as directed, usually in the evening. It’s a good idea to wear sun protection during the day, especially when using active ingredients that can increase sensitivity to sunlight.

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 may last from a few weeks to several months with daily use. Don’t automatically use more product to try to get stronger results. Also check the period-after-opening information on the packaging.

Can you combine several serums?

You can, but keep your routine straightforward. For example, combine a hydrating serum with a simple moisturiser. Take more care when using a retinol serum, azelaic acid and exfoliating acids in the same routine. Introduce one new product at a time so you can better judge how your skin reacts.