Serums – targeted actives for daily routines

Serums

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Serums - From basics to focused care

What you’ll find in Serums

Within Serums, you’ll find face serum options selected for clarity: what they do, who they suit, and how they fit into a routine.

Expect a mix of everyday staples and targeted options, including hydrating serum, vitamin C serum, niacinamide serum.

Each product page is worth a quick scan: look for concentration, finish, and how it behaves when layered with the rest of your routine.

A quick selection guide

  • niacinamide serum: prioritise this when you want a predictable step that you can repeat without adjusting the rest of your routine.
  • retinol serum: best when you prefer a clear outcome and you want to keep your routine lean.
  • hydrating serum: use this when you want targeted performance, but still need a texture that layers cleanly.
  • peptide serum: best when you prefer a clear outcome and you want to keep your routine lean.
  • hydrating serum: prioritise this when you want a predictable step that you can repeat without adjusting the rest of your routine.
  • vitamin C serum: best when you prefer a clear outcome and you want to keep your routine lean.

Layering and timing

Consistency matters more than variety. Build a simple baseline, then add targeted steps only where they clearly improve feel or finish.

Texture compatibility matters. Lightweight layers tend to sit better under makeup or SPF, while richer textures can be reserved for evenings or dry climates.

Details to check before you commit

If you are deciding between two similar products, prioritise the one with clearer usage guidance and a texture you will enjoy using. Preference drives consistency.

  • Compatibility: check whether the product is designed to sit under makeup/SPF or to be used as the final step.
  • Sensitivity cues: fragrance-free options, minimal essential oils, and simpler ingredient lists are easier to tolerate for reactive skin.
  • Packaging and dosing: pumps and droppers support precision; larger formats can be better value when you know you will repurchase.
  • Texture and finish: gel, cream, oil, powder, mistβ€”this often determines whether the product integrates well with the rest of your routine.
  • Frequency: daily use, a few times per week, or occasional. Choose the cadence you can realistically maintain.

Pair it with complementary collections

For a balanced basket, start with Men edit and add Retinol only where it adds clear value.

For a balanced basket, start with Makeup collection and add Hair collection only where it adds clear value.

For a balanced basket, start with perfume and add Body options only where it adds clear value.

To compare formats and finishes, review skincare and then cross-check with Vitamin C options for alternatives.

To compare formats and finishes, review peptides and then cross-check with Niacinamide options for alternatives.

How to keep it consistent

A simple structure works for most people: cleanse, add one targeted step, moisturise, and use SPF in the morning. If you want more, add it only when it solves a clear problem.

For hair routines, focus on scalp comfort and fibre condition separately. Scalp steps belong at the roots; masks and oils belong on lengths and ends.

If you are troubleshooting, change one variable at a time. A new cleanser, a new active, and a new moisturiser in the same week makes it difficult to isolate what is working.

For makeup routines, decide your priority first: coverage, longevity, or a specific finish. That decision should drive the products you add and the order you apply them.

FAQ

What should I prioritise first?Start with one core step that matches your main goal, then add hydrating serum or vitamin C serum if you need a more targeted result.

How do I avoid overdoing it?Keep your routine stable and introduce changes gradually. If you add multiple new steps at once, it becomes difficult to understand what is helping and what is causing dryness or irritation.

How do I choose between similar options?Compare texture, frequency of use, and how the product layers with what you already use. When in doubt, choose the simpler format and build from there.

When is a set the better choice?Sets are useful when you want a coherent routine or when you are trying a new brand or profile. They also reduce risk for gifts.