It's no longer good enough to slap on some moisturiser and hope for youthful skin. The new generation of serums are the savvy woman's beauty secret, and they aren't afraid to shell out to get results.
The evidence looks so stacked in its favour, you'd almost think it was a fix. But the truth is that, these days, when it comes to skincare, serum has become the new superhero.
Serums offer a more targeted approach to skincare than their cream counterparts. Layered beneath your moisturiser, serums act like a bespoke troublshooting treatment- essentially, they're the couture of skincare. Still, don't feel you have to get too scientific over all this yourself.
'There are no strict rules when it comes to skincare- listening and adapting your routine to suit your skin's requirements is the secret to beautiful skin,' says Bryan Meehan, founder of NUDE Skincare. 'Blending your products and adding a drop of serum to your tinted moisturiser or foundation gives amazing results. Experimenting is a great way to learn what really works for you.'