These expert-tested serums basically guarantee glowing skin for any age or skin type.
Face serums are the powerhouses of any skincare routine. “Serums are intended to help skincare ingredients absorb more swiftly and deeply into skin,” says Hope Mitchell, M.D., dermatologist and founder and CEO of Mitchell Dermatology in Ohio. “They penetrate the skin’s surface up to 10 layers deep, addressing damage, whereas moisturizers work on the surface layer, aiding in hydration and creating a barrier against external stressors.”
It’s true that “serums can be transformative to your skin,” adds Zenovia Gabriel, M.D., a dermatologist and founder of Dr. Zenovia Skincare in Newport Beach, California, “but it’s key to find a formula with truly active ingredients that are formulated correctly, not just fancy packaging.“
That’s why GH Beauty Lab scientists regularly test face serums: to identify the most effective formulas, including anti-aging face serums, brightening vitamin C serums, hydrating hyaluronic acid serums and more. Lab experts evaluate them using technical instruments to measure changes in skin (such as wrinkles, dark spots and pores) after use. They are also distributed to consumer testers for their feedback on factors like ease of use, cosmetic properties and effects on skin. Then, thousands of data points are collated to find the top performing face serums.
Here, read all about the GH Beauty Lab testing and reviews behind the best face serums that really work to get glowing skin on any skin type, from dry to oily to aging and everything in between, including drugstore buys.
1
Best Overall Face Serum
No7 Protect & Perfect Intense Advanced Serum
The winner of the GH Beauty Lab’s face serum test, No7 worked as well or better than pricier options for multiple skin benefits. It increased skin’s firmness by 21% in measurements with the Cutometer device and decreased the appearance of pores by 6% in Lab calculations using the Visia Complexion Analyzer. It also earned the top marks for smoothing skin’s texture. Described as “lightweight” by many testers, the serum made skin “look younger” and wrinkles “less visible,” though some reported slight irritation.
Size | 1 oz. |
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Key ingredients | Peptides, retinol, hyaluronic acid |
Main benefits | Smoothing, pore minimizing, firming |
Best for | Anti-aging, any skin type except very sensitive |
2
Best Value Face Serum
Boots Ingredients Hyaluronic Acid Serum
This less-than-$10 drugstore buy Boots Ingredients serum, a GH Beauty Award winner, is packed with the hero hydrator hyaluronic acid to add a layer of moisture to any type of skin with no heaviness. The water-like formula (which some reviewers found polarizing) “is smoothing and feels hydrating, yet is absorbed quickly,” reports GH Beauty Lab Senior Chemist Sabina Wizemann.
Size | 1 oz. |
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Key ingredients | Hyaluronic acid, glycerin, vitamin E |
Main benefits | Hydration, softening |
Best for | All skin types |
3
Best Face Serum for Glowing Skin
Mary Kay TimeWise Replenishing Serum C+E
Formulated with both antioxidant vitamins C and E, Seal star Mary Kay’s fragrance-free serum delivers visible firming, line-smoothing and radiance-boosting effects. After eight weeks of use, 87% of users in a study had more radiant skin, 84% had a visible reduction in lines and 89% had noticeably firmer skin, according to GH Beauty Lab data analysis. Note that one of the main ingredients, vitamin C, can cause reactions for those who are sensitive.
Size | 1.5 oz. |
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Key ingredients | Vitamins C and E |
Main benefits | Radiance boosting, firming, line smoothing |
Best for | All skin types |
4
Best Vitamin C Face Serum
RoC Multi Correxion Revive + Glow Vitamin C Serum
A GH Beauty Award winner and GH Seal star, this Roc serum is based on the gold standard brightener and protective antioxidant vitamin C. Following four weeks of once-daily use, 94% of consumer testers found that their skin tone was visibly more even, and 100% had brighter skin in an expert assessment, GH Beauty Lab data evaluation confirmed. Note though that vitamin C can cause skin reactions for some.
Size | 1 oz. |
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Key ingredients | Vitamin C, peptides |
Main benefits | Brightening, evening skin tone |
Best for | All skin types |
5
Best Face Serum for Dry Skin
Mary Kay Clinical Solutions HA + Ceramide Hydrator
Smooth a few drops of GH Seal star Mary Kay’s ceramide, hyaluronic acid and glycerin concentrate onto skin to reinforce its moisture barrier. Though it’s a smaller size than most serums, it has proven results. In a study, the GH Beauty Award-winning serum significantly increased hydration within 15 minutes after use, per GH Beauty Lab data analysis.
Size | 0.5 oz. |
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Key ingredients | Hyaluronic acid, ceramides |
Main benefits | Moisturizing and softening |
Best for | Dry and sensitive skin |
6
Best Face Serum for Aging Skin
ISDIN Isdinceutics Hyaluronic Concentrate
Tackle wrinkles and dehydration of aging skin by applying Isdin’s silky serum, a GH Beauty Award winner packed with two types of hyaluronic acid as well as peptides to plump both inner and outer layers of skin. GH Beauty Lab data evaluations found that the formulation delivers immediate plumping and smoothing effects and will improve skin’s texture over time. Though it’s a splurge, users praised the effects: “I love how this serum soaks in quickly and smooths my face instantly” and “it left my skin refreshed,” two testers remarked.
Size | 1 oz. |
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Key ingredients | Hyaluronic acid, peptides |
Main benefits | Smoothing texture, plumping |
Best for | Aging, dry skin |
7
Best Anti-Aging Serum for Wrinkles
SkinCeuticals Metacell Renewal B3
No product surpassed the SkinCeuticals niacinamide serum in GH Beauty Lab testing for reducing the look of lines and wrinkles. It’s an investment, but did deliver measurable benefits: In Lab calculations with the Visia Complexion Analyzer device, the formulation proved best at diminishing the appearance of lines and wrinkles (by 5% over four weeks of use). Testers praised the “almost immediate” fine line improvement: “I was shocked by the plumpness of my skin the next day,” a tester said. “One of the best products I have ever used.”
Size | 1 oz. |
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Key ingredients | Niacinamide (vitamin B3), peptides |
Main benefits | Wrinkle reduction |
Best for | Aging skin |
8
Best Face Serum for Oily Skin
SkinCeuticals Silymarin CF
A unique blend of a high 15% level of antioxidant vitamin C and purifying salicylic acid, this GH Beauty Award-winning SkinCeuticals serum simultaneously protects skin, reduces excess oil and improves signs of aging like lines. Its multiple benefits comes at a higher cost, though. “Based on data review, this is effective for improving skin’s clarity and texture,” Wizemann notes.
Size | 1 oz. |
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Key ingredients | Salicylic acid, vitamin C, ferulic acid |
Main benefits | Purifying, clarifying, antioxidant |
Best for | Oily, acne-prone, combination skin |
9
Best Collagen-Boosting Face Serum
Olay Regenerist Miracle Boost Concentrate
Created with concentrated quantities collagen-boosting peptides and the powerhouse brightener niacinamide, Olay’s silky serum delivers almost instant results. The GH Seal star formula with potent 5% niacinamide effectively sped up skin cell regeneration, and cheek and eye lines were visibly smoothed 10 minutes after application, GH Beauty Lab expert evaluations found. A few users commented that it left their skin feeling dry.
Size | 1 oz. |
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Key ingredients | Peptides, niacinamide |
Main benefits | Anti-aging, line smoothing |
Best for | Aging skin |
10
Best Retinol Face Serum
Olay Regenerist Retinol 24 MAX Night Face Serum
Backed by the GH Seal, Olay’s fragrance-free overnight serum is based on the all-star anti-aging ingredient retinol. A 28 day clinical study of 40 women found that the formula delivered significant benefits for wrinkles, skin tone and dark spots, GH Beauty Lab evaluation confirmed. Take note that some users had difficulty getting the serum out of the dropper applicator.
Size | 1.3 oz. |
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Key ingredients | Retinol, niacinamide, peptides |
Main benefits | Line and dark spot reduction |
Best for | Aging skin |
11
Best Firming Face Serum
Murad Retinol Youth Renewal Serum
This Murad serum is made with two types of retinoids, the dermatologist gold standard firming and skin-smoothing ingredient. The formula was a strong performer in GH Beauty Lab testing, increasing skin’s firmness by 24% and minimizing the look of fine lines and pores. Consumer testers also commented that it brightened skin and noted that the scent was appealing. “I noticed my skin looked more toned, brown spots seem faded and wrinkles reduced,” a fan marveled. Note that because this contains retinol, which can cause sun sensitivity, it should be used only at night.
Size | 0.68 oz. |
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Key ingredients | Retinol, ceramides, hyaluronic acid |
Main benefits | Firming, line smoothing |
Best for | Aging skin |
12
Best Face and Neck Serum
No7 Restore & Renew Face & Neck Multi Action Serum
The best in the GH Beauty Lab’s neck cream test, No7’s serum for both the face and neck area effectively firms crepey and sagging skin. In Lab assessments, before-and-after digital imaging revealed the most improvement in lifting and tightening neck skin of all products tested over 12 weeks of daily use. Testers also rated it the fast-absorbing and most appealing texture, although some disliked the fragrance. “My neck was more firm,” a tester commented. Another noted: “It seems to have improved the elasticity and plumped the treated area.”
Size | 1 oz. |
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Key ingredients | Retinol, vitamin C, hyaluronic acid |
Main benefits | Firming, smoothing |
Best for | Aging skin |
13
Best Face Serum for Discoloration
Olay Vitamin C + Peptide 24 Brightening Serum
Shine a light on dull, lackluster skin with Olay’s GH Seal star serum with brightening antioxidant vitamin C and smoothing peptides. The results were almost instant: After only one day of use, 70% of women in a study agreed that it brightened their skin (though some reviewers reported it caused bumps or breakouts). After two weeks, the formula significantly improved dark spots in a clinical study, GH Beauty Lab data evaluation confirmed.
Size | 1.3 oz. |
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Key ingredients | Vitamin C, peptides, niacinamide |
Main benefits | Brightening, reducing dark spots |
Best for | All skin types |
14
Best Face Serum for Sensitive Skin
Vichy Mineral 89 Skin Strengthening Prebiotic Concentrate
Reduce inflammation that can exacerbate signs of aging with this GH Beauty Award-winning Vichy Laboratoires serum, which contains a prebiotic ferment to improve the health of skin’s barrier. In a study, women showed statistically significant improvements in skin redness, tightness and dryness after 28 days of use, GH Beauty Lab data analysis confirmed. The formulation “calmed my skin and made it soft and less irritated,” a tester reported. Though it doesn’t contain added fragrance, some users didn’t like its natural aroma.
Size | 1 oz. |
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Key ingredients | Niacinamide, prebiotic ferment |
Main benefits | Soothing, redness reduction, softening |
Best for | Sensitive, dry skin |
15
Best Face Serum for Acne-Prone Skin
Curology Serum
A GH Beauty Award winner, the online service Curology works with a certified cosmetic dermatologist or skin expert to deliver a customized prescription serum for your skin concerns like acne breakouts to you. Receive a consultation on your computer, tablet or phone; then a prescription formula is made specially for your skin’s needs. An expert evaluator with acne-prone skin found that her prescription was perfect, providing amazing results from the first day. It’s like having a derm on call without pricey, time-consuming appointments or pharmacy stops.
Size | 1.69 oz. |
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Key ingredients | Varies according to custom formula |
Main benefits | Purifying, clarifying |
Best for | Acne-prone, oily or aging skin |
16
Best Face Serum for Deep Wrinkles
Revision Skincare Revox Line Relaxer
Five types of muscle-relaxing peptides and hyaluronic acid in this wrinkle filler mimic pro treatments, targeting stubborn crow’s feet and mouth and forehead creases. Though it comes at a higher price, after use of the GH Beauty Award winner, lines were less noticeable in under 30 minutes, two expert evaluators reported.
Size | 0.68 oz. |
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Key ingredients | Peptides, hyaluronic acid |
Main benefits | Line smoothing |
Best for | Aging skin |
17
Best Night Face Serum
RoC Multi Correxion Hydrate + Plump Night Serum Capsules
These portable single-use biodegradable Roc Skincare capsules contain softeners like hyaluronic acid and plant oils to nourish skin while you sleep. The GH Seal Star and Beauty Award-winning serum raised skin moisture levels 64% post-application, GH Beauty Lab evaluation showed. (Note that since this is made with botanical oils, it may not be a good choice for acne-prone or oily skin types.)
Size | 0.35 oz. |
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Key ingredients | Hyaluronic acid, botanical oils |
Main benefits | Moisturizing, softening |
Best for | Dry, sensitive, aging skin |
18
Best Hydrating Face Serum
Neutrogena Hydro Boost Hyaluronic Acid Face Serum
Give skin a “drink” with this hydrating Neutrogena formula based on hyaluronic acid, which draws moisture into skin. It comes dermatologist-recommended, although some users complained about its “strong” scent. “It increases moisture for smooth, supple skin all day,” Dr. Mitchell reports. “This serum absorbs quickly to quench skin and offer higher levels of hydration for thoroughly moisturized skin that glows.”
Size | 1 oz. |
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Key ingredients | Hyaluronic acid, glycerin |
Main benefits | Moisturizing, radiance-boosting |
Best for | Dry or sensitive skin |
19
Best Radiance-Boosting Face Serum
Image Skincare MD Restoring Power-C Serum
Both Wizemman and GH Beauty Lab Executive Director Birnur Aral, Ph.D., are fans of this Image Skincare face serum, based on a high 20% concentration of antioxidant vitamin C. While it’s on the pricier side, the formulation has immediate effects. “This serum works well with my dehydrated skin and adds instant dewiness,” Wizemann remarked. “Over time I noticed that it feels fortifying to my skin and lessens redness but it also layer well under my moisturizer and makeup.”
Size | 1 oz. |
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Key ingredients | Vitamins C and E, hyaluronic acid |
Main benefits | Increases radiance, softens, minimizes redness |
Best for | All skin types, especially dry or dull |
20
Best Brightening Face Serum
Neostrata Enlighten 15% Vitamin C + PHA Serum
Dr. Mitchell recommends this Neostrata vitamin C and polyhydroxy acid serum to her patients because of its “multitasking ability”. “The unique blend of potent antioxidants and exfoliants leaves the skin smoother, brighter and more even toned,” she says. Be aware that reviewers with oily or combination skin reported the formula was too greasy for them and could cause breakouts or irritation. Even though it’s smaller in size, users commented that a little goes a long way.
Size | 0.5 oz. |
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Key ingredients | Vitamin C, gluconolactone (polyhydroxy acid) |
Main benefits | Brightening, evening skin tone |
Best for | Aging or dull skin |
21
Best Natural Face Serum
Korres White Pine Meno-Reverse Deep Wrinkle, Plumping + Age Spot Concentrate
Packed with naturally-derived ingredients like white pine, artichoke and black oat extracts, the GH Beauty Award-winning creamy Korres serum boasts science-backed benefits, including smoothing lines, minimizing pores and firming skin. According to a clinical assessment, 97% of women showed an improvement in fine lines, wrinkles and firmness, and 100% in the look of pores after four weeks of use. A caveat: Users noted that the dropper applicator can be tricky to work with.
Size | 1 oz. |
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Key ingredients | Squalane, vitamin E, botanical oils and extracts |
Main benefits | Line smoothing, firming, pore reduction |
Best for | All skin types except oily and acne-prone |
Institute Beauty Lab scientists are constantly testing serums for all skin types and issues. In the Lab, serums are label-masked to eliminate brand bias and then sent to dozens of consumer testers, who apply them in their skincare routine daily for a set time period of at least four weeks. Lab experts use technical instruments like the Visia Complexion Analyzer device (as pictured) to track changes in skin over the time of use, including wrinkles, dark spots and hyperpigmentation, pores and acne-causing bacteria.
When applicable, GH Beauty Lab scientists also use the Cutometer machine, which measures the laxity of skin, to quantify changes in firmness. In addition, consumer testers evaluate the serums based on factors such as ease of use, texture, scent, application, and look and feel of skin during and after use. In the GH Beauty Lab’s latest serums test, 7,820 data points were tallied to find the winning products.
What to look for when shopping for the best face serums
To find the best face serum for you,”choose a formula that is appropriate for your skin type and texture, as well as the outcomes you want to achieve,” Dr. Mitchell advises. Here are the GH Beauty Lab and dermatologists’ general guidelines:
✔️ For glowing skin: Seek out brightening and exfoliating ingredients like vitamin C, niacinamide and glycolic acid. “Vitamin C is a great option for those looking for more luminous skin and can reduce the appearance of uneven skin tone and hyperpigmentation,” Dr. Zenovia says.
✔️ For dry skin: Ingredients like hyaluronic acid, vitamin E and ceramides are great “hydrating components that absorb easily into skin,” Dr. Mitchell says. Squalane is another effective hydrator, adds Dhaval G. Bhanusali, M.D., dermatologist and founder of Hudson Dermatology and Laser Surgery in New York City.
✔️ For anti-aging and wrinkles: Dermatologist go-to’s for smoothing lines and reducing age spots include retinol, peptides and glycolic acid. “Bakuchiol is a newer ingredient that also can provide benefit and is generally well-tolerated,” Dr. Bhanusali says. In addition, “antioxidants, including vitamins (C, E, and B3 or niacinamide), polyphenols, and flavonoids, slow the breakdown of collagen by lowering the concentration of free radicals in your skin,” Dr. Mitchell notes.
✔️ For sensitive skin: Choose serums made without fragrance, which can irritate. Opt for those made with hydrating ingredients (hyaluronic acid, vitamin E, ceramides) “to repair the skin’s barrier,” Dr. Zenovia says, and/or soothers such as oat extracts, aloe, green tea and chamomile.
✔️ For oily skin: Dr. Bhanusali recommends the active ingredients salicylic acid and niacinamide, which can help reduce excess oil.
✔️ For acne-prone skin: “Salicylic acid and glycolic acid can help clear pores” and minimize breakouts, Dr. Mitchell says.
Do face serums really work?
Yes, they can deliver visible effects. Face serums are generally formulated with higher levels of active ingredients and are made for a variety of skin types, concerns and goals that can be be added to skincare routines for extra benefits. And the benefits are different from what you get in other skincare products like moisturizers.
GH Beauty Lab face serum testing using scientific instrumentation has shown that serums can increase skin firmness and reduce dark spots, wrinkles, and pores. Consumer testers also found that the formulas were relatively easy to use, have an appealing texture and soak in quickly. For those with oily or combination skin who steer clear of lotions and creams because they can feel thick and greasy, serums may be a great choice as they absorb fast and don’t feel greasy.
What’s the best way to use a face serum?
To get the best results, how you use a face serum is just as important as which one you use. Follow these key tips from our Beauty Lab:
✔️ Read the ingredient label carefully. If the product contains any type of retinoid, be sure to follow with a broad spectrum SPF 30 or higher sunscreen each morning even if it’s not listed on the directions or there is no warning.
✔️ Follow the directions. What’s the best time to apply a face serum? Consult the instructions on the product packaging. Not all serums are meant to be applied twice daily (morning and evening). Some serums direct the consumer to only apply at night, such as those made with retinol.
✔️ Apply before moisturizer. Serums are usually the second step in skincare. They are applied after cleansing but before moisturizer or SPF. That way, the thinner serum texture can absorb into skin without heavier products to block its penetration.
✔️ Start small. “Less is more when it comes to application,” says Dr. Bhanusali. Dispense a pea-size amount to the palms of hands and pat it into skin. Applying a larger amount may result in pilling for some formulations.
✔️ And start slow. “It’s best to begin with a serum made with minimal actives to make sure you can tolerate it,” Dr. Bhanusali advises. “If you have sensitive skin or are concerned about the way a serum may react, it’s smart to perform a patch test: Apply a small amount of the product underneath your jawline, then allow at least 24 hours to pass before checking the area,” Dr. Zenovia suggests. “If no reaction has occurred, the product should be safe for you to use as directed.”
✔️ Monitor your skin. Stop product use or skip a day or two in between if you experience redness or irritation, she adds. Note that it is recommended that consumers not incorporate serums (especially with retinol) into their routines if they are also on prescription topical treatments, as combining products may lead to excessive irritation.
What face serum is best for beginners?
It depends on your goals, but generally, choose a formula with one or two key ingredients that target your biggest skincare concern. “Applying a face serum is a great way to treat multiple skin concerns or give a boost for a single skin concern,” says Joshua Zeichner, M.D., a dermatologist and associate professor of dermatology at Mount Sinai Hospital in New York City. “There are many different types of serums to combine with your skincare, such as hydrating, retinol and antioxidant.” That’s why “It’s important to hone in on what you are treating (wrinkles, photodamage, acne, pigment, etc.) and not overwhelm the skin with too many ingredients at once,” says Dr. Bhanusali.