How to Choose the Right Face Serum for Your Skin Type

Q: What is the difference between a face serum and a face oil?

Serums are typically water-based with smaller molecules that penetrate deeper into the skin, delivering concentrated active ingredients. Facial oils are oil-based with larger molecules that provide excellent moisturisation and protection. You can use both in your routine by applying serum first, followed by facial oil.

Q: Which serum ingredients are best for acne-prone skin?

For acne-prone skin, look for serums containing Niacinamide to control oil production and reduce inflammation, Tea Tree Oil for its antibacterial properties, and natural acids like AHAs from willow bark to help exfoliate and prevent breakouts. Probiotics can also help balance the skin's microbiome.

Q: What should I look for in a serum for hyperpigmentation?

To address hyperpigmentation and sun damage, choose serums with Vitamin C to brighten skin and fade dark spots. Other effective ingredients include bearberry extract, Kakadu plum, fermented rice (sake), pineapple enzymes, white mulberry, and licorice, which all work to even out skin tone.

Q: How do I apply face serum correctly?

Apply face serum to freshly cleansed skin using just 2-3 drops for your entire face. Gently pat the serum into your skin using your fingertips rather than rubbing. Allow it to absorb for 30-60 seconds before applying moisturiser or facial oil, and always layer products from thinnest to thickest consistency.

Q: What serum ingredients work best for anti-ageing?

For anti-ageing benefits, look for serums containing Retinol to promote cell turnover and reduce fine lines, Bakuchiol as a natural alternative to retinol, peptides to stimulate collagen production, and antioxidants like Vitamin C, Vitamin E, and green tea EGCG to protect against environmental damage.

Finding the perfect face serum for your skin type is like discovering a beauty secret that transforms your entire skincare routine. After years of testing countless formulations, I've learned that the right serum can improve your complexion tenfold - whether your skin is dry, oily, combination, or prone to breakouts!

When it comes to natural face serums, I'm always drawn to those free from artificial additives that feature rich blends of active ingredients like Niacinamide, retinol, AHAs, and more. I've seen many customers fall in love with bakuchiol serums as a gentle retinol alternative, while vitamin C formulations continue to be incredibly popular for their ability to boost collagen, enhance elasticity, and illuminate the skin.

What is a Face Serum?

While both serums and face oils offer concentrated benefits, there are key differences worth understanding. Serums are typically water-based, with textures ranging from thin liquids to thicker gels. Their smaller molecules allow for deep penetration into the skin, delivering a potent dose of active ingredients. Facial oils, on the other hand, are oil-based and often feature one or two pure plant or nut oils with larger molecules that provide excellent moisturisation and protection.

Choosing between a serum and an oil depends on your skin's specific needs. You can even layer them for a supercharged boost! Just apply the serum first (due to its smaller molecule size) followed by your facial oil. If you'd like to learn more about facial oils, check out my article on 7 organic face oils to transform your skin.

Not sure which type of serum is right for you? I've broken down the best ingredients and products for different skin concerns below!

Facial Serums for Sun Damage and Pigmentation

To address sun damage and pigmentation, look for serums containing Vitamin C, a potent antioxidant that helps brighten skin and fade dark spots. Other brightening ingredients like pineapple and papaya enzymes, fermented rice (sake), and liquorice can help to even out skin tone and target the appearance of hyperpigmentation.

I love these hero products for addressing sun damage and pigmentation:

1. Vanessa Megan Super C + Bearberry Illuminating Face Serum

This Vitamin C-powered serum brightens and illuminates the complexion with bearberry, Kakadu plum, and emu apple extracts. Pineapple enzymes work to gently exfoliate while effectively fading dark spots and promoting a more even skin tone, all without harsh chemicals or synthetic ingredients.

Shop Vanessa Megan Super C + Bearberry Illuminating Face Serum

2. 100% Pure Fermented Rice Water Serum

This innovative serum harnesses the power of sake (fermented rice water), rich in enzymes and amino acids that naturally brighten the skin. White mulberry, shiitake mushroom, and liquorice target pigmentation, while niacinamide tackles fine lines and defends against oxidative stress for a more luminous complexion.

Shop 100% Pure Fermented Rice Water Serum

3. Edible Beauty Turmeric Brightening Serum

This concentrated formula features Kakadu Plum Extract (Superox-C™) for bioavailable vitamin C to support collagen, while Tyrostat Rumex™ plant stem cells reduce hyperpigmentation within six weeks. Turmeric Extract (36 times stronger than azelaic acid for brightening) pairs with hydrating Snow Mushroom for balanced, radiant skin from first application.

Shop Edible Beauty Turmeric Brightening Serum

Facial Serums for Acne-Prone Skin

For acne-prone skin, consider serums with Niacinamide, which helps control oil production and reduce inflammation. Tea Tree Oil, known for its antibacterial properties, can also help soothe and heal blemishes.

I love these hero products for acne-prone skin:

1. Vanessa Megan AHA & Willow Bark Clarifying Decongestion Serum

This potent clarifying serum combines willow bark, witch hazel, and natural AHAs to combat breakouts and congestion. The addition of niacinamide and lavender helps reduce inflammation while balancing oil production, making it perfect for blemish-prone and oily skin types that need gentle yet effective treatment.

Shop Vanessa Megan AHA & Willow Bark Clarifying Decongestion Serum

2. 100% Pure Niacinamide Boost

This water-activated powder transforms into a concentrated serum, delivering a powerful dose of niacinamide that targets large pores and excess oil. The unique formula helps regulate sebum production and minimise blemishes while maintaining hydration for balanced, clearer skin without the common drying effects of acne treatments.

Shop 100% Pure Niacinamide Boost

3. Antipodes Credo Probiotic Anti-Blemish Serum

This lightweight serum utilises probiotics and bamboo ferment to rebalance the skin's microbiome. The innovative formula promotes a clearer complexion by targeting acne-causing bacteria while hyaluronic acid provides essential hydration, making it ideal for skin that's both blemish-prone and in need of moisture.

Shop Antipodes Credo Probiotic Anti-Blemish Serum

Facial Serums for Dry Skin

If you have dry skin, look for serums rich in Hyaluronic Acid. This humectant draws moisture to the skin, keeping it plump and hydrated. Another excellent ingredient is Saccharide Isomerate, a plant-derived carbohydrate complex that provides deep and long-lasting hydration.

I love these hero products for dry skin:

1. Salt + Glow Dew Hydration Serum

This deeply moisturising serum delivers 72-hour hydration with 3% Pentavitin (Saccharide Isomerate). The addition of hyaluronic acid, kelp extract, and cucumber extract works to quench thirsty skin, leaving it dewy and revitalised without any greasy residue or synthetic ingredients.

Shop Salt + Glow Dew Hydration Serum

2. 100% Pure Rose Hyaluronic Acid Serum

This beautiful serum combines hyaluronic acid, beta-glucan, and sodium PCA to plump and hydrate thirsty skin. The delicate rose scent transforms application into a sensory experience, while the formula works to maintain moisture balance and increase elasticity throughout the day, making it perfect for sensitive, dry skin.

Shop 100% Pure Rose Hyaluronic Acid Serum

3. Heritage Store Rosewater Serum with 1% Hyaluronic Acid

This gentle serum features hyaluronic acid paired with soothing Damask rose to attract moisture and calm irritation. It not only instantly increases skin hydration but also improves the skin's barrier function over time, helping to reduce the appearance of fine lines and keep skin soft and supple throughout the day.

Shop Heritage Store Rosewater Serum with 1% Hyaluronic Acid

Facial Serums for Mature/Anti-Ageing Skin

To target signs of ageing, consider serums containing Retinol, a vitamin A derivative that promotes cell turnover and reduces the appearance of fine lines and wrinkles. Bakuchiol is a natural alternative to retinol, offering similar anti-ageing benefits without irritation. Peptides, short chains of amino acids, can also stimulate collagen production and improve skin elasticity.

I love these hero products for mature/anti-ageing skin:

1. Edible Beauty No. 3 Exotic Goddess Ageless Serum

This advanced formula features Superox-C™ from Kakadu Plum that reduces wrinkles by 30% and enhances luminosity by 30% in just 30 days. The triple hydration system combines hyaluronic acid, moisture-binding beta glucan, and white tea extract to provide deep hydration while accelerating skin recovery for smoother, firmer skin.

Shop Edible Beauty No. 3 Exotic Goddess Ageless Serum

2. 100% Pure Green Tea EGCG Concentrate Serum

This antioxidant powerhouse contains organic green tea and EGCG to neutralise free radicals while calming inflammation. The formula regulates sebum production while combating sun damage, fine lines, and redness, making it versatile enough for all skin types including sensitive and mature complexions seeking gentle yet effective anti-ageing support.

Shop 100% Pure Green Tea EGCG Concentrate Serum

3. KORA Organics Plant Stem Cell Retinol Alternative Serum

This milky dual-action serum delivers powerful results with 78% of users reporting it's more effective than previous retinol products. The 5% blend of Bakuchiol and Alfalfa works with Acai Stem Cells and Noni Fruit to visibly firm skin (80% saw improvement) and minimise fine lines (80%) while causing no irritation for 90% of users.

Shop KORA Organics Plant Stem Cell Retinol Alternative Serum

Tips for Applying Face Serum

Clean first: Always apply serum to freshly cleansed skin for maximum absorption.
Less is more: Most serums are concentrated, so you only need 2-3 drops for your entire face.
Pat, don't rub: Gently pat the serum into your skin using your fingertips.
Layer properly: Apply thinnest to thickest – serum before moisturiser and facial oil.
Give it time: Allow your serum to absorb for 30-60 seconds before applying the next product.

Have you found your perfect serum match yet? Browse the complete collection of natural face serums to discover the ideal formulation for your skin concerns!