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Best Serums 2026 — Vitamin C, Retinol & Exfoliant Guide

Expert serum recommendations for anti-ageing, brightening, acne, and hydration. Compare active ingredients and find the best value.

What are the best serums to buy right now?

Our top-rated serums right now are the SkinCeuticals C E Ferulic (£155) and the Paula's Choice 2% BHA Liquid Exfoliant (£32). These are our editor's picks based on value, performance, and user reviews.

AI RecommendedTop Rated-11%
SkinCeuticalsAI VerifiedAI Verified

SkinCeuticals C E Ferulic

★★★★½4.7(6,780 reviews)
from£155RRP £175Save £202 retailers

Gold standard vitamin C

size30ml
active15% Vitamin C, Vitamin E, Ferulic Acid
skin_typeAll (anti-ageing)
Gold standard vitamin CClinically proven
Extremely expensive
Affiliate link
AI RecommendedTop Rated-9%Lightning Deal
Paula's ChoiceAI VerifiedAI Verified

Paula's Choice 2% BHA Liquid Exfoliant

★★★★½4.7(28,900 reviews)
from£32RRP £35Save £32 retailers

Cult favourite for a reason

size118ml
active2% Salicylic Acid (BHA)
skin_typeAll (especially oily/acne)
Cult favourite for a reasonUnclogs pores
Stinging on broken skin
Affiliate link

Best vitamin C serum under £20?

Unfortunately, truly effective vitamin C serums tend to cost more due to formulation challenges. The closest budget option is The Ordinary's Vitamin C range (not in our current catalog). The gold standard SkinCeuticals C E Ferulic (£155) is expensive but clinically proven. For affordable brightening, try The Ordinary Niacinamide (£5.90) instead.

AI RecommendedTop Rated-11%
SkinCeuticalsAI VerifiedAI Verified

SkinCeuticals C E Ferulic

★★★★½4.7(6,780 reviews)
from£155RRP £175Save £202 retailers

Gold standard vitamin C

size30ml
active15% Vitamin C, Vitamin E, Ferulic Acid
skin_typeAll (anti-ageing)
Gold standard vitamin CClinically proven
Extremely expensive
Affiliate link
The OrdinaryAI VerifiedAI Verified

Niacinamide 10% + Zinc 1%

★★★★4.3(67,800 reviews)
from£5.9$6.5
size30ml
active10% Niacinamide, 1% Zinc
skin_typeOily/Blemish-prone
Insanely affordableReduces sebum
Can cause breakouts for some
Affiliate link

What order to apply skincare products?

Apply thinnest to thickest: 1) Cleanser, 2) Toner/Exfoliant (like Paula's Choice BHA), 3) Serum (like HA or Vitamin C), 4) Moisturiser, 5) SPF (morning only). At night, swap SPF for a heavier treatment serum. Never mix AHA/BHA with Vitamin C in the same routine.

AI RecommendedTop Rated-9%Lightning Deal
Paula's ChoiceAI VerifiedAI Verified

Paula's Choice 2% BHA Liquid Exfoliant

★★★★½4.7(28,900 reviews)
from£32RRP £35Save £32 retailers

Cult favourite for a reason

size118ml
active2% Salicylic Acid (BHA)
skin_typeAll (especially oily/acne)
Cult favourite for a reasonUnclogs pores
Stinging on broken skin
Affiliate link
Top Rated
The OrdinaryAI VerifiedAI Verified

The Ordinary Hyaluronic Acid 2% + B5

★★★★½4.5(45,200 reviews)
from£7.7$8.9
size30ml
active2% Hyaluronic Acid, Vitamin B5
skin_typeAll skin types
Amazing valueIntense hydration
Can pill under products
Affiliate link
AI RecommendedTop Rated-11%
SkinCeuticalsAI VerifiedAI Verified

SkinCeuticals C E Ferulic

★★★★½4.7(6,780 reviews)
from£155RRP £175Save £202 retailers

Gold standard vitamin C

size30ml
active15% Vitamin C, Vitamin E, Ferulic Acid
skin_typeAll (anti-ageing)
Gold standard vitamin CClinically proven
Extremely expensive
Affiliate link

Best serum for acne and breakouts?

Paula's Choice 2% BHA Liquid Exfoliant is the cult favourite for acne — salicylic acid unclogs pores and smooths texture. For oily, blemish-prone skin, pair it with The Ordinary Niacinamide 10% + Zinc 1% to reduce sebum and minimise pores.

AI RecommendedTop Rated-9%Lightning Deal
Paula's ChoiceAI VerifiedAI Verified

Paula's Choice 2% BHA Liquid Exfoliant

★★★★½4.7(28,900 reviews)
from£32RRP £35Save £32 retailers

Cult favourite for a reason

size118ml
active2% Salicylic Acid (BHA)
skin_typeAll (especially oily/acne)
Cult favourite for a reasonUnclogs pores
Stinging on broken skin
Affiliate link
The OrdinaryAI VerifiedAI Verified

Niacinamide 10% + Zinc 1%

★★★★4.3(67,800 reviews)
from£5.9$6.5
size30ml
active10% Niacinamide, 1% Zinc
skin_typeOily/Blemish-prone
Insanely affordableReduces sebum
Can cause breakouts for some
Affiliate link

Do I need both a serum and a moisturiser?

Yes! Serums deliver concentrated active ingredients (like vitamin C or hyaluronic acid) deep into the skin, while moisturisers lock in hydration and create a protective barrier. Think of serums as the treatment and moisturiser as the seal.

Top Rated
The OrdinaryAI VerifiedAI Verified

The Ordinary Hyaluronic Acid 2% + B5

★★★★½4.5(45,200 reviews)
from£7.7$8.9
size30ml
active2% Hyaluronic Acid, Vitamin B5
skin_typeAll skin types
Amazing valueIntense hydration
Can pill under products
Affiliate link
AI RecommendedTop Rated-17%Best Seller
CeraVeAI VerifiedAI Verified

CeraVe Moisturising Cream

★★★★½4.7(89,000 reviews)
from£13RRP £15Save £32 retailers

Dermatologist recommended

size454g
skin_typeAll skin types
key_ingredientsCeramides, Hyaluronic Acid
Dermatologist recommendedGreat value for size
Can feel heavy in summer
Affiliate link

Best anti-ageing serum?

The SkinCeuticals C E Ferulic is the gold standard for anti-ageing — clinically proven to reduce fine lines, brighten, and protect against sun damage. For a more affordable option, Drunk Elephant T.L.C. Framboos provides professional-grade AHA/BHA exfoliation to improve skin texture and tone.

AI RecommendedTop Rated-11%
SkinCeuticalsAI VerifiedAI Verified

SkinCeuticals C E Ferulic

★★★★½4.7(6,780 reviews)
from£155RRP £175Save £202 retailers

Gold standard vitamin C

size30ml
active15% Vitamin C, Vitamin E, Ferulic Acid
skin_typeAll (anti-ageing)
Gold standard vitamin CClinically proven
Extremely expensive
Affiliate link
Drunk ElephantAI VerifiedAI Verified

Drunk Elephant T.L.C. Framboos Night Serum

★★★★4.4(5,670 reviews)
from£76$89
size30ml
activeAHA/BHA blend (12%)
skin_typeAll (exfoliating)
Professional-grade exfoliationClean formula
Very pricey
Affiliate link

Have a more specific question? Ask our AI for a personalised recommendation.

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