Sure, a new pair of shoes or an It bag is nice, but many of us are more wiling to shell out a chunk of our paycheque for quality skincare, all in the name of #iwokeuplikethis status (case in point: the hype surrounding cult – and spenny – US skincare brand Drunk Elephant's recent arrival on UK shores). That said, there are myriad things in the way of finding a complexion potion that’ll actually lead you on a path to improving your biggest skincare issues. Namely, lots of confusing marketing jargon, and campaigns that promise flawless complexions, but don’t always deliver.
The pattern seems to go like this: The more effective a product claims to be, the more pound signs are involved. Serums are some of the most spendy, since time and time again they prove to be the most important part of your routine, as they often pack the most active ingredient and go on first, allowing them to soak in and do the most good.
Naturally, it takes a lot of sussing out to figure out which serums are worth the splurge. To cut through the BS, we consulted top dermatologists for direct recommendations. These serums get the clinical green light, and while their campaigns and packaging might be less sexy than your pretty vials or countless bottles of fancy face oil, we have to ask: What’s fancier than a flawless face? That's kind of the whole point, anyway.