I am frequently asked by readers - especially on Instagram - underneath these kinds of pictures: 'If I am being careful with my money, where should I spend the most in my routine?'
The answer is always, always serums. I touched on this briefly in one of my Beauty Myth posts a while back, but thought it would be helpful to go into more depth.
The rise of serums has definitely, in my opinion, bumped moisturisers off of the top spot - although they were never my No.1 - more the prevailing thought of the industry.
This could be a typical 'runny' serum like the Estee Lauder one in the picture above (although to be fair the price of the one above is far from 'typical'), a more cream-like texture, such as Kate Somerville's Deep Tissue Repair, or Good Genes by Sunday Riley, technically a treatment used at the 'serum' stage.
If I was listing my priorities in terms of £$£$ spend it would look like this:
Over 35/40:
- Serum/Treatments. Needs better technology, uses high performing ingredients that aren't always cheap. You expect the most of your serum. And within this I would include all overnight retinol treatments, hydrating boosters, anti-ageing peptide serums - anything runny that you use underneath a moisturiser or oil.
- Exfoliating acids. The best ones are more £$£ and at our age we need them. Think P50, Dennis Gross, Peter Thomas Roth, Kate Somerville, Zelens etc
- Dedicated Night cream/product. As above. Over 40 skins need more peptides, retinols etc - they aren't cheap.
- Cleanser. Good balm cleansers can be found for under £20, but the ones I like are typically more than that. So sue me.
- Facial Oil. Yes you can get base oils cheaply but there is a world of difference in my mind between a basic 'face oil' and a sophisticated one made by the likes of doctors, facialists and the Queens of all things face oil, french dedicated salon brands.
- SPF. A good, dedicated SPF is not extortionate.
- Moisturiser - normal/day. Just a good coat. Think hydration and protection, not the second coming of Jesus.
- Eye Creams. I can get by with a cheaper eye cream because I use my serum around the eye area (all of them, pretty much). And frankly, have you seen my lids? I suffer genetically from droopy eyelids and dark circles because I'm anaemic. I'd be throwing money away paying £200 for an eye cream that I know in my heart won't work. I need one for hydration to plump up fine lines. That'll do.
- Face masks. If they're hydrating, they're predominantly glycerin and hyaluronic acid, not expensive to make.
- Scrubs. Not expensive to make. Not sophisticated technology.
- Clay masks. I could pop to a beauty supply store, buy a bag of clay and some magnesium, mix it with the water below and it would cost around 20p per portion. If that.
- Floral water/Spritz. It's water.
Ages 20-35/40:
- Serum. Exactly as per above.
- Dedicated Night Cream. Emulsions/moisturisers are still fundamentally more expensive to make than cleansers/toners - and if you're under 40 you can still prevent and repair damage before it's too late. :)
- Facial oils. Again, there is a world of difference between cheap and mid-range.
- Cleansers. Under £30 - even under £25 and you are sorted.
- Exfoliating acids. First Aid Pads, Pixi Glow Tonic - both around or under £20. However, if you are closer to 40 I would bump you into the section above.
- SPF. Not extortionate. Think Anthelios.
Everything else is the same as above...... - Moisturiser. See Jesus comment in the Over 40 section above.
- Eye Creams. I can get by with a cheaper eye cream because I use my serum around the eye area (all of them, pretty much). And frankly, have you seen my lids? I suffer genetically from droopy eyelids and dark circles because I'm anaemic. I'd be throwing money away paying £200 for an eye cream that I know in my heart won't work. I need one for hydration to plump up fine lines. That'll do.
- Face masks. If they're hydrating, they're predominantly glycerin and hyaluronic acid, not expensive to make.
- Scrubs. Not expensive to make. Not sophisticated technology.
- Clay masks. I could pop to a beauty supply store, buy a bag of clay and some magnesium, mix it with the water below and it would cost around 20p. If that.
- Floral water/Spritz. It's water.
Under 20 - teens:
- Moisturiser. Younger people tend to rage more havoc on their skin through their lifestyle - because they can. They need more protection. You're also lazier with your routine (no hate, just an observation and experience!) because unless you have a particular concern, you can be. If you're only going to wash your face and slap one thing on, it should be a moisturiser. I would still recommend a separate SPF though.
- Serum. When I did my FAQs on teenage skin, a few of you mentioned that you either want to use a serum or have a skin condition that would benefit from it such as acne/dehydratyion. If you do want to use a serum they still need to be fairly ££, just not extortionate!
- Exfoliating acids. First Aid Pads, Pixi Glow Tonic - both around or under £20.
- SPF. You have youthful, bouncy skin, keep it that way.
- Cleanser. Get into good cleansing habits at this age and you'll be set for life skincare-wise. I promise.
- Night cream. Using a dedicated moisturiser for the evening is beneficial if you have particular skin conditions. If you have budget concerns, use a non-spf moisturiser and you can just buy one and use it day and night. (Just don't forget your separate SPF.)
- Facial oil. Really cheap ones just aren't as good.
- Eye Creams. Not essential and use your serum if budget is an issue.
- Face masks. If they're hydrating, they're predominantly glycerin and hyaluronic acid, not expensive to make.
- Scrubs. Not expensive to make. Not sophisticated technology.
- Clay masks. I could pop to a beauty supply store, buy a bag of clay and some magnesium, mix it with the water below and it would cost around 20p. If that.
- Floral water/Spritz. It's water.
Did I forget anything?!
