Face serums are one of the most effective steps in a skincare routine, but they’re also one of the most misunderstood. Unlike cleansers or moisturisers, which have broader everyday functions, serums are designed to deliver concentrated active ingredients directly to the skin.

Think of your serum as the treatment step in your routine. It’s where you target specific skin concerns such as dehydration, dullness, pigmentation, fine lines, uneven texture, sensitivity, breakouts or loss of firmness.

Serums are usually lightweight in texture, often in a fluid, gel or silky lotion format, and are designed to sit underneath moisturiser so the active ingredients can absorb efficiently before being sealed in.

What does a serum do?

A serum delivers a higher concentration of active ingredients than many traditional moisturisers. These ingredients are chosen to create visible improvements in the skin, depending on the formula.

Some serums focus on hydration. Others are designed to brighten, smooth, calm, firm, clarify or support the skin barrier.

Common serum benefits include:

• Boosting hydration
• Improving radiance
• Softening the appearance of fine lines
• Helping reduce the look of dark spots and uneven tone
• Supporting collagen and firmness
• Calming redness or sensitivity
• Refining texture
• Helping skin look smoother, fresher and more balanced

 

Why does serum go before moisturiser?

Serums are usually lighter than moisturisers and are designed to penetrate rather than sit on the surface of the skin.

Moisturiser, on the other hand, helps seal in hydration and support the skin barrier. If you apply moisturiser first, your serum may not absorb as effectively and can end up sitting on top of the skin.

The general rule is:

Cleanser → Toner/Lotion → Essence → Serum → Eye Cream → Moisturiser → SPF or Facial Oil

How much serum should you use?

More serum doesn’t necessarily mean better results. In fact, applying too much can make the skin feel sticky, cause pilling or overwhelm the skin.

As a general guide:

• Use 1–2 pumps, or a few drops, for the whole face
• Apply to face, neck and chest if suitable
• Press gently into the skin rather than rubbing aggressively
• Allow around 1 minute before applying your next step

The skin should feel lightly hydrated or slightly tacky, not wet or overloaded.

 

Can you use more than one serum?

Yes, but it’s important not to overcomplicate your routine.

If you’re layering multiple serums, apply them from thinnest to thickest texture. It’s also best to avoid combining too many strong actives at once, especially if your skin is sensitive or new to active skincare.

A simple approach is:

• Morning: Hydrating or brightening serum
• Evening: Repairing, firming or renewing serum

For example, vitamin C or niacinamide can work well in the morning, while retinol or peptide-based serums are often used at night.

 

When should you use serum?

Most serums are used once or twice daily, depending on the ingredients.

Morning serums often focus on:

• Hydration
• Antioxidant support
• Brightening
• Barrier support

Evening serums often focus on:

• Renewal
• Firmness
• Texture
• Ageing concerns
• Recovery

Always follow the product directions, especially with active ingredients such as retinol, exfoliating acids or vitamin C.

 

What serum should you choose?

The best serum depends on your skin concern.

If your skin is dry or dehydrated

Look for hyaluronic acid, marine extracts, glycerin or hydrating polysaccharides. These help attract and hold moisture in the skin, leaving it looking plumper and more comfortable.

If your skin looks dull

Look for vitamin C, niacinamide, exfoliating acids or radiance-boosting antioxidants. These can help restore brightness and improve uneven tone.

If you’re concerned about ageing

Look for peptides, retinol, vitamin C, collagen-supporting ingredients and antioxidants. These help target fine lines, firmness, texture and visible signs of ageing.

If your skin is sensitive or reactive

Look for calming, barrier-supportive ingredients such as niacinamide, panthenol, soothing botanicals and hydrating actives. Avoid introducing too many strong ingredients at once.

If you have pigmentation or dark spots

Look for vitamin C, niacinamide, retinol, exfoliating acids or targeted brightening ingredients. Daily SPF is essential, as pigmentation can worsen with UV exposure.

 

The key rule

A serum should target a specific concern, not simply add another step to your routine.

Choose one based on what your skin actually needs, apply it consistently, and always seal it in with moisturiser. When used correctly, a serum can be one of the most powerful ways to improve how your skin looks and feels.