How serums can supercharge your skincare regime

They’re the buzz of the beauty industry – seemingly magical face serums that deliver active ingredients deep into the skin. But exactly what are they, and how should we use them?

Serums are the new must-have step in your daily beauty routine; a concentrated skincare product applied after cleansing but before moisturising.

Made up of tiny molecules, they aim to penetrate deeply into the skin to deliver a potent shot of ingredients and transform your complexion.

Skinicity Skin Centre owner Ruth Lavell says unlike thick emollient moisturising creams, serums have a lipid-soluble base that allows active ingredients to enter the epidermis instead of lying on the surface of the skin.

“Active ingredients are locked out of the skin because of the slowing down of skin cell turnover due to ageing. Thicker and heavier ingredients in moisturising creams can also create a barrier,” Ruth says.

“Serums, on the other hand, offer highly concentrated doses of active ingredients directly to the skin, making them super-efficient and great for targeting concerns like wrinkles, brightness, hydration and even acne.”

Serums are an anti-ageing weapon

The beauty expert and qualified nurse says serums can give skin a firmer, smoother texture, making pores appear smaller and increasing moisture levels.

This can be particularly useful as we age, when dryness, puffiness, dark circles and papery texture become common skin complaints.

With a recent survey showing 55 per cent of women with sensitive skin find traditional anti-ageing products too harsh, a number of serums have entered the market specially designed for easily irritated skin.

Those with sensitive skin should look for serums like Avène’s Physiolift Smoothing Plumping Serum. Its gentle formula provides intense hydration and a firming effect, while correcting dull skin and filling wrinkles thanks to a unique hyaluronic acid duo.

It even scores bonus points for its antioxidant rich, paraben-free formulation.

So how do you use a serum?

It’s easy, says Ruth. Simply use a small, pea-sized amount after your cleanser but before your moisturiser, massaging gently into the face.

Then moisturise and apply your make-up as you’d normally do.

Repeat the same step before bed, without the make-up of course, and voila!

Get ready for the compliments sure to follow.

This post is brought to you by Eau Thermale Avène’s PhysioLift Smoothing Plumping Serum.