When it comes to skincare essentials, we should all be serum-seekers. One of the most potent and effective products you can pop in your skincare regime, serums are packed full of active ingredients that target specific skin goals.

Serums, essentially highly concentrated formulas, are a great way to get extra benefits from your skincare routine without having to layer too many different products: saving time, effort and money. 

Specific serums can smooth, hydrate, firm up and more. Essentially, whatever you’re looking for, there’s a serum for it. So, what are the most important things to know about serums and finally getting your skincare just right? 

One of the first things we’re told about beauty and skincare is how important it is to understand our skin type. However, Dr Ellie Bradley, science credentialing manager for No7 Beauty, says the key to shopping smart is slightly less about skin types and more about your specific skin goals. “What serum you should use is mainly dependent on the aims you have for your skin, rather than your skin type or age, as everyone’s skin journey is different,” she says.

“If smoothing skin is your primary aim, then No7’s Protect & Perfect Serum is a good choice. If you want to tackle uneven pigmentation or a loss of firmness, the Lift & Luminate Serum from No7 would be ideal. Then, for thinner-feeling skin or to target the neck area, the Restore & Renew Serum from No7 is a good choice. Finding a serum that caters to your goals is key,” says Dr Bradley.

For beauty journalist, Lucy Partington, shopping smart is all about bringing things back to basics. “There are so many different types of serum available now, it can be quite confusing, but think on a very basic level: check the product name, understand what it’s designed to do and see if that matches the effect you want for your skin.

“Perhaps you want to hydrate, brighten or exfoliate. You can also focus on ingredients that will work for your skin. Wonder ingredients to look out for include hyaluronic acid, salicylic acid and vitamin C.”

The dos and don’ts of skincare can start to stack up, so we consulted our beauty experts to separate the fact from the fiction. “There’s a myth that only people of a certain age should be using serums, but that’s just not the case – they can be used to target the specific aims you have for your skin at each stage of your life,” says Dr Bradley.

Similarly, the belief that serums aren’t suitable for sensitive skin is – yes – another myth. “The idea that all serums are too potent for sensitive skin is incorrect,” says Partington. “Having a read of the ingredients list when you pick your chosen serum is key if you’re predisposed to having sensitive skin, and just avoid any that include ingredients you know your skin won’t get on with, as you would with any beauty product.” 

And have you ever been told that serums and day creams are the same? Think again. “Pairing a serum with a day cream offers complementary benefits and will deliver better results, keeping skin looking healthy and hydrated,” Dr Bradley says. “Serums intensively target specific areas with a higher level of active ingredients, and a day cream will hydrate, moisturise and provide protection afterwards.” In fact, consumer studies undertaken by No7 have shown that 8 out of 10 women get better results when adding a serum to their regime* – consider that myth busted.

There’s an art to applying a serum for maximum results. Remember slathering on foundation with your fingers when first discovering make-up? Serum application is the opposite of that.

“I like to press a couple of drops of serum into the skin with my hands rather than vigorously rubbing it in,” Partington tells us. “Generally speaking, serums can be used once or twice a day. It can be good to apply to damp skin if you’re using a hydrating product that contains humectants like hyaluronic acid or glycerin.”

Apply as the second step in your skincare regime, directly after cleansing. “For best results, apply serum morning and night to cleansed skin, before you apply a day or night cream,” says Dr Bradley. “This will help drive the active ingredients into the surface layers of your skin to achieve maximum results – as the serum will be the first product you’re applying.” 

You’ve found your wonder product and you know how to work it into your skin for maximum results. But exactly how do you build around your serum in order to create an effective layered skincare routine?

“When done right – and well – layering can help tailor your routine. Using complementary products in tandem will address your skin’s main needs effectively,” says Partington. “However, it’s important to note that using too many products can lead to sensitivity or irritation, so I like to stick to around three and always wait a few minutes between applications to allow absorption.”

When using potent actives like acids and retinol in the evening, it’s important to hydrate afterwards. “A nourishing night cream can strengthen and support the skin barrier while you sleep,” says Dr Bradley. “And in the morning, a day cream with SPF helps to moisturise, while providing protection against daily incidental sun exposure that can lead to the ageing of skin.”

So, the science of serums goes a little like this: a well-chosen serum to target your specific skin goals offers long-term, cumulative benefits. Pair that with short-term, complementary products and you’ve unlocked your ultimate skincare routine.