Serums
Serums are lightweight, concentrated treatments designed to deliver active ingredients like vitamin C, niacinamide, hyaluronic acid or retinol deep into the skin. They're typically applied after cleansing and toning but before moisturiser. We break down what each serum actually does so you can pick the right actives for your concerns.
SmartChoice Hub may earn a commission from qualifying purchases at no extra cost to you. Learn more
Our Serums Picks
CeraVe
CeraVe Resurfacing Retinol Serum
Best for: Retinol beginners – post-acne marks and texture
Price varies
The Ordinary
The Ordinary Retinol 0.5% in Squalane
Best for: Intermediate retinol users – anti-ageing and texture
Price varies
La Roche-Posay
La Roche-Posay Retinol B3 Serum
Best for: Sensitive skin retinol – wrinkles and dark spots
Price varies
Cosrx
Cosrx Advanced Snail 96 Mucin Power Essence
Best for: Hydration and skin repair – all skin types
Price varies
Beauty of Joseon
Beauty of Joseon Glow Serum: Propolis + Niacinamide
Best for: Dull skin and uneven tone – glow and nourishment
Price varies
More in Skincare
Cleansers
Cleansers remove dirt, oil, makeup and sunscreen from your skin without stripping its natural moisture barrier.
Toners
Toners help balance your skin's pH after cleansing and can deliver hydrating or exfoliating active ingredients.
Moisturisers
Moisturisers lock in hydration and help protect your skin barrier throughout the day or overnight.
SPF
Sunscreen is the single most important step for preventing premature ageing and protecting your skin from UV damage.
Eye Care
The skin around your eyes is thinner and more delicate than the rest of your face, which is why it often shows signs of ageing, puffiness or dark circles first.
Masks
Face masks provide a concentrated treatment that you leave on for a set period — from a few minutes to overnight.
Devices
Skincare devices — including LED masks, microcurrent tools, facial cleansing brushes and derma-rollers — are designed to complement your topical skincare routine.