The best men's face serums for hydrating, brightening and toning

• Skin type: Suitable for all
• Benefits: Brightens skin tones | Vegan
• Powered by: Niacinamide, zinc

There is nothing ordinary about Deciem’s single-ingredient-led skincare line, The Ordinary. Its rapid rise to fame, driven by aggressively competitive price points and an unwavering commitment to honesty and integrity, has earned this Canadian brand its almost cult-like status with the TikTok generation. Niacinamide 10% + Zinc 1% is the best-selling serum (best-selling product, in fact) from the brand and has been formulated to treat oily skin types prone to breakouts and blemishes. A vegan-friendly, budget-conscious solution which is oil-, silicone- and alcohol-free, it targets acne-causing bacteria, helps minimise pore size and regulates serum production. It uses a very high concentration of niacinamide (ten per cent), also known as vitamin B3, to boost the skin’s natural immunity and improve moisture retention, plus zinc PCA (one per cent), to help repair damaged skin and encourage collagen. A high-strength vitamin- and mineral-enriched SOS for troubled skin, which is also soothing and works wonders on scarring.

• Skin type: Normal
• Benefits: Anti-ageing serum for daily use
• Powered by: Retinol

Dermatologists consider retinol the holy grail of skincare ingredients; lauded for its unique and clinically-proven ability to visibly improve signs of ageing by accelerating surface skin renewal and restoring density and firmness. On the downside (as with anything transformative) retinol can give rise to some uncomfortable side effects (dryness, redness and peeling) and challenge skin’s tolerance, especially when exposed to sunlight. As such, Kiehls' Retinol Skin-Renewing Daily Micro-Dose Serum is the brand’s first retinol serum formulated for daily use, using a breakthrough approach to retinol formulated in a precise daily dosage that delivers visible anti-ageing benefits while minimising damaging side effects. Inspired by the medical science of micro-dosing, the patent-pending solution contains a carefully calibrated dose of retinol that works to promote surface cell turnover and is supported by ceramides and peptides to help fortify the skin barrier and boost skin’s tolerance to retinol from the first use. Fast-absorbing, lightweight and suitable for all skin types; it can be used both day (with SPF) or night.

• Skin Type: Dull and lacklustre
• Benefits: Boosts radiance | Smoothes uneven skin texture | Intensely hydrates
• Powered By: Vitamin C (10 per cent), salicylic acid, vitamin E

Skin fatigue and dullness can be attributed to an accumulation of factors such as oxidative stress, sun exposure, pollution and a slow-down in cell turnover. This can lead to a lack in radiance, more visible pores and the development of uneven skin-tone or even hyperpigmentation. After five years of research and more than 200 formulations tested, the scientists at L’Oréal Men Expert think they have found the antidote to this dilemma. Vitamin C Shot Serum, a new addition to the Hydra Energetic range, instantly powers-up tired-looking skin and boosts hydration levels. I think this product comes into its own on one of those days when your skin is in dire need of a kick-start. (I can also confirm it is great if you are trying to disguise a hangover.) Suitable for all skin types, it glides on and absorbs fast (even with a beard), leaving no sticky or greasy residue. Powered with a highly-concentrated 10 per cent shot of antioxidant-rich pure vitamin C, the serum also benefits from salicylic acid and vitamin E, to ensure maximum efficacy and comfort. I’m also into its invigorating citrus fresh fragrance.

• Skin type: Sensitive
• Benefits: Boosts hydration| Lightweight formula
• Powered by: Hyaluronic acid

CeraVe formulates kind solutions that don’t overpower the skin, all without sacrificing the use of highly effective and potent ingredients. Designed to deliver visible results and effectively address the issue of lost hydration, Hydrating Hyaluronic Acid Serum is a next-generation hybrid solution, anchored with moisture-boosting hyaluronic acid in a carefully crafted synergistic formula. Infused with CeraVe’s signature blend of three ceramides, vitamin B5 and glycerin, it also embraces MVE technology, a unique delivery system that releases the active ingredients throughout the course of the day to ensure 24-hour hydration. The uniquely textured gel-cream compound also features lightweight and creamy emollients traditionally found in moisturisers.

• Skin type: Normal, combination and sensitive
• Benefits: Stregthens the skin's protection against pollutants
• Powered by: Parsley seed

This fortifying daily-use serum from Melbourne’s finest has been specifically designed for city-dwelling urbanites and those who live in climates that are particularly humid and warm. Central to the antioxidant-rich Parsley Seed Skin Care collection, it's been formulated to hydrate and strengthen skin’s resilience whilst protecting against the radical damage posed by airborne pollutants. It's enriched with a powerful blend of antioxidants, which are delivered by way of grape seed, green tea and parsley seed extracts and supported by skin-nourishing tocopherol (vitamin E). Lightweight and rapidly absorbed, the solution also benefits from extracts of red algae and tara gum that form a breathable film on the skin and create an effective barrier to minimise irritation. It can be worn on its own (without a moisturiser but SPF is recommended), unlike most other serums which only offer a pre-moisturiser boost. Vegan, as is the case across the Aesop board, it delivers a satisfyingly matte finish to the skin, but be cautious with the pipette dispenser: a little goes a very long way.

• Skin Type: Suitable for all
• Benefits: Improves skin tone | Helps smooth fine lines | Boosts collagen
• Powered By: Vitamin C Complex, sunflower shoot extract, ectoin, squalane

Designed for the urban dweller seeking to future proof their skin, this groundbreaking innovation from Dr. Sam Bunting is the first vitamin C serum with built-in barrier repair. Vegan and gentle enough that it can even be used around the eyes. It hits the vitamin C strength sweet spot with 15 per cent Vitamin C Complex, utilising next-generation THDA and ASG to ensure optimum penetration and stability, while being a barrier friendly pH 5.5. Sunflower shoot extract – a breakthrough ingredient that boosts NAD+ levels and cellular energy by recharging the skin cell batteries —and 2 per cent ectoin and squalane improves the front line of defences against the triple threat of high-energy blue light, pollution and damaging UV rays. In short, it firms and smoothes the complexion, encouraging healthier-looking, glowing skin. Having used it for approximately three weeks, I found it rejuvenating, delivering a well-rested and refreshed look. My skin felt bouncier, plumper and was well-balanced; it’s one I will be coming back to — between testing of course!

• Skin type: Suitable for all
• Benefits: Brightens| Energises
• Powered by: Glycogen, pistacia lentiscus gum, lactococcus ferment lysate

A standout from the skincare line by the peeps behind Soho House, this potent solution takes a science-backed approach grounded in efficacy and efficiency. Delivering transformative results, it uses a unique combination of active ingredients that drive cellular energy and replenish essential functions, encouraging a healthy complexion that's full of vitality. Vegan and silicone-free, it's powered by a proprietary Soho Skin Concentrate, designed to restore energy, regenerate skin structure and protect the microbiome. Made up of revitalising Glycogen, pistacia lentiscus gum to improve cellular longevity, and lactococcus ferment lysate, which speeds up the shedding of aged cells to promote and improve the barrier function, this exclusive concentrate helps boost hydration, firmness and smoothness. Calming and lightweight, it also includes a smart melanin modulator, which targets uneven pigmentation and peptides which help boost the production of hyaluronic acid as well as stimulating collagen and elastin.

• Skin type: Suitable for all, including sensitive
• Benefits: Visibly tightens pores | Resurfaces
• Powered by: PHA and panthenol

A serum with a difference, this skincare innovation from Korea is proven to help resurface and smooth skin, plus clarify and visibly tighten the pores. Designed for those troubled with blocked pores and blackheads — but who want to avoid the potential damage of scrubs — it offers visible exfoliating benefits without any irritation, so is also perfectly suited to sensitive skin types. An acid-based exfoliant in a water-like serum form, it's made with 7 per cent PHA, a large molecular size chemical exfoliator that is gentler than an AHA or BHA, and panthenol to help fortify the skin. Non-drying and without any peeling skin, it instantly tightens the look of pores and smooths out skin texture, leading to a reduction in excess oil, dead skin cells and a decrease in the appearance of blackheads. Causing zero irritation or damage to the skin barrier, it's an effective shortcut to clearer, smoother skin.

• Skin Type: Dry and/or dehydrated
• Benefits: Intensely hydrates | Soothes and supports the skin’s natural moisture barrier
• Powered By: Hyaluronic acid (3 per cent) NMF and ceramide

Going viral for its use of snail mucin as an active ingredient, K-beauty brand COSRX doesn’t ever shy away from skincare innovation. The recently launched RX collection of highly-concentrated derm serums has been purposefully designed to address a multitude of skin concerns. The Hyaluronic Acid 3 is the one I found myself drifting towards due to its claim to increase hydration to a transformative level. All I can say is that I found it transformative after only one use: trials have shown that it actually boosts hydration by 223 per cent upon first application. Whereas most over-the-counter formulations have a hyaluronic acid concentration of 2 per cent or less, this high intensity serum offers a mega dose of 3 per cent concentration hyaluronic acid, which effectively floods parched skin with moisture. Enriched with a protecting ceramide and NMF (an amino acid complex) which improves skin barrier function, it also benefits from its ability to lock moisture into the skin and its non-irritating side-effects.

• Skin Type: Balanced, dry, oily and combination
• Benefits: Treats dryness, dullness, uneven skin-tone and congested pores
• Powered By: Vitamin CG, niacinamide, dandelion root, ceramides, broccoli seed, carnosine peptide, postbiotic ferment

Clinically measured to instantly boost hydration that lasts for 24 hours and help strengthen the skin’s moisture barrier function, the latest face serum from this inclusive pro-grade Californian skincare brand is packed with skin-loving superfood extracts. I suffer with dry/dehydrated skin, so found myself using it morning and night to reap the greatest benefits. After using it for only two weeks I noticed a significant improvement in my skin texture, tone and brightness. Vegan-friendly and barrier-restoring, it actually infuses up to 10 surface layers of skin with vitamin-rich hydration. Made with vitamin CG + 5 per cent niacinamide, 3 per cent dandelion root to brighten, and ceramides plus broccoli seed to dial-up moisture, the milky-textured formula also doubles down as both a daily serum and a primer. Visually improving hyperpigmentation and dark spots after four weeks of consistent use, it is also perfect for darker toned and heavily melanated skin-types.

• Skin Type: Mature
• Benefits: Targets fine-lines and wrinkles | Boosts collagen levels
• Powered By: Encapsulated retinol (2.5 per cent) and witch hazel

Specialising in phytopharmaceuticals (herbs and homeopathy), The Organic Pharmacy offers a spectrum of dedicated face serums which have been individually designed to deal with a broad range of skin goals or conditions. This one specifically targets hard-to-shift stubborn wrinkles, uneven skin-tone and loss of firmness. Specifically formulated to do its thing while you sleep, it also boosts your collagen levels, restoring elasticity and radiance. I’m a little sceptical of serums that claim to shift deep-set lines, but I have to admit that this one really did make a difference. Having used it for just a few sleeps, I could see that my wrinkles looked less pronounced and I had a firmer and more sculpted overall appearance. Made with encapsulated retinol at 2.5 per cent — an innovation designed for maximum efficacy and skin compatibility — it also features witch hazel, a natural astringent that offers a constricting effect, tightening the pores and helping eliminate toxins. Speeding up cell renewal, stimulating collagen production and dermatologically approved for sensitive skin: what’s not to love?

• Skin type: Suitable for all
• Benefits: Brightens skin | Reduces signs of ageing
• Powered by: Green coffee seed extract, vitamin C, hyaluronic acid

Origins was the first prestige skincare brand to prioritise using naturally derived ingredients in its sensory products. Setting a standard in green beauty from the get-go, its nature-infused formulas still harness the most efficacious active ingredients. Into The Glow Ginzing Brightening Serum, then, has been designed to improve the skin’s natural exfoliation process. Part of the brand’s popular coffee-infused franchise, it's anchored by a five per cent skin-renewing complex made from a blend of green coffee seed extract (which increases the production of naturally occurring enzymes in the skin), AHAs and BHAs in the form of salicylic acid from wintergreen. A fast-acting, radiance-boosting formula made with naturally derived ingredients, it works by supporting the skin’s natural enzymatic activity in the epidermis to gently remove dead skin and boost the skin’s natural cell turnover. Vitamin C and hyaluronic acid are called upon to effectively top up moisture levels, while caffeine and panax ginseng deliver an energising shot of radiance. A multi-action solution that also reduces the appearance of pores, it even gives a sensorial uplift with its refreshing aroma of orange, lemon, grapefruit and spearmint essential oils.

• Skin Type: Suitable for all, especially dry or irritated
• Benefits: Draws moisture into the skin | Reinforces the natural barrier
• Powered By: Niacinamide, hyaluronic acid, squalane, prickly pear extract

Rooted in plants and perfected by science, this Gen-Z brand from across the pond specialises in budget-friendly and inclusive skincare solutions. New to the line, Water Slide has been formulated to reinforce and help renew skin’s natural moisture barrier. Vegan and dermatologically-tested, it can also minimise the intensity of active treatments (such as retinol or salicylic acid) to reduce sensitivity to harsh ingredients. Made with niacinamide, which hydrates whilst calming irritation and improving skin barrier function, it also contains squalane and glycerin, both of which encourage hydration. Ideally-suited for dry and irritated skin, the milky-gel-textured solution is infused with prickly pear extract to help calm inflammation and reduce redness. Can and should ideally be used twice daily.

• Skin Type: Mature, dry or dehydrated
• Benefits: Boosts radiance | Improves moisture levels | Reduces wrinkles
• Powered By: Liquorice extract, narcissus extract, phytoceramides, peptides, plant stem cells, bakuchiol, hyaluronic acid, squalane, glycerin

This triple-action night serum has been formulated with a unique Meta Complex of three skin-brightening, nine age-defying and 12 hydrating actives. Clinically-proven to increase moisture levels and reduce wrinkles, the potent yet comforting solution has also been engineered to plump, refresh and rejuvenate your complexion. Enriched with liquorice and narcissus extracts to encourage radiance and help even skin tone, this powerful corrector is also loaded with phytoceramides and peptides to strengthen the all-important skin barrier. Plant stem cells and bakuchiol (a kinder but as-effective alternative to retinol) have also been added to improve skin elasticity and cell turnover. To be used as part of your bedtime grooming regimen, as it gets the work done while you sleep.

• Skin Type: Balanced, oily, dry, combination or sensitive
• Benefits: Repairs the skin barrier | Encourages hydration at cellular level, |Smoothes texture | Reduces redness and irritation
• Powered By: hexapeptide-9, bilberry seed oil, hyaluronic acid molecules

This concentrated face serum from Dr. Murad’s 3-part Cellular Hydration line explores cell membranes’ ability to hold water within a cell as the fundamental marker of youthful-looking wellness. Transforming skin from damaged to healthy and strong, it repairs the skin barrier in just 30 minutes at cellular level. Refined bilberry seed oil provides the essential fatty acids from Omega 3 and 6 for a healthy functioning barrier, calms inflammation, reduces visible signs of redness and comforts complexions prone to irritation. Made without any animal-derived ingredients, it visibly tames aggravated skin after one week of continued use and smoothes texture after just one single application. Suited to most skin-types, it should be topped up with SPF during the day, and should be used twice-daily for maximum results.

• Skin Type: Suitable for all, including sensitive
• Benefits: Repairs and protects the skin barrier | Reduces multiple signs of skin irritation
• Powered By: Gallic acid derivatives, vitamin B12, niacinamide, ceramide complex

Designed to protect the skin barrier, this smoothing serum takes a holistic approach to supporting multiple concerns including tightness, dehydration and dryness, plus dark spots and visible signs of premature skin-ageing. Formulated with gallic acid derivatives that help soothe skin discomfort, vitamin B12, which reduces redness, and 2 per cent naicinamide to promote and support a healthy moisture barrier as well as optimise hydration levels. Claiming an immediate boost to skin hydration by 86 per cent, this multi-active solution promotes a more radiant complexion and improves the look of uneven texture for a smoother appearance.

• Skin Type: Mature
• Benefits: Corrects multiple signs of ageing including loss of elasticity, wrinkles, inflammation and a weakened skin barrier
• Powered By: Active NAD+, pomegranate enzymes, marine plankton, meadowfoam seed oil

Formulated in Switzerland by a leading organic chemist and a molecular biologist, this groundbreaking lightweight serum reinforces the skin barrier against environmental compromise and instantly improves skin radiance. A multi-action, anti-ageing superhero, it uses an intelligent skincare delivery system to transfer a bio-miracle molecule called NAD + deep into the skin’s cells, encouraging the production of collagen, elastin and reducing the risk of sensitivity to UV damage. The 5 per cent pharma-grade Active NAD+ liposomal formulation visibly brightens and smoothes skin suffering from sagging, wrinkles and inflammation in just 10 days; long-term use will see transformative results in skin health.

• Skin type: Suitable for all
• Benefits: Rebuilds skin barrier | Protects against UV damage
• Powered by: Vitamin C

An industry innovator working out of Singapore, Allies Of Skin is celebrated for “supercharging” already clinically proven actives such as vitamin C to make biocompatible, clean and optimally concentrated formulas. This next-generation daily serum harnesses the cumulative effect of 20 per cent ethylated L-ascorbic acid (vitamin C), which penetrates deep into the skin to stimulate collagen production and rebuild the skin barrier, and two per cent citrus cells extracted from oranges, to enhance elasticity. The antioxidant-rich formula effectively promotes radiance and fades dark spots — and is supported with an antioxidant complex of glutathione and three antioxidants for intense brightening, firming and free-radical protection. An indispensable treatment for all skin types, it also forms a protective shield against sun-induced damage and pollutants and treats dull lacklustre complexions in need of some added radiance.

• Skin type: Suitable for all
• Benefits: Anti-ageing serum with a kinder retinol alternative
• Powered by: Collagen

Elemis’ feel-good skin-friendly formulations fuse highly effective and active ingredients with cutting-edge delivery systems that are dedicated to achieving optimum skin health. Formulated with powerful marine and plant actives, Pro-Collagen Renewal Serum is proven to reduce the look of wrinkles over time and promote younger-looking skin. Designed to combat the systematic breakdown of the skin’s natural collagen fibres which occurs with age, it has plumping and rejuvenating properties powered by algae, a potent source of nutrients, vitamins, antioxidants, polysaccharides and amino and fatty acids. Featuring a unique blend of padina pavonica (a brown algae found on the Mediterranean coast) and red micro-algae with alfalfa and stevia extracts, it also uses a skin-kind retinol alternative that mimics the clarifying, skin-smoothing results of retinol but without the associated irritation.