The quest for firm, glowy skin can lead us down all kinds of garden paths, so it’s good to remember that not all skincare serums are created equal. If you’re just starting out, keep it simple and choose antioxidant-rich skincare.

“Every cell in your body is under siege from free radicals generated by environmental and psychological stressors such as UV, pollution and anxiety,” explains Ingeborg van Lotringen, beauty expert and author of Great Skin. “What neutralises them and stops them breaking down your cells is antioxidants.”

Set yourself up for success by picking a trustworthy brand. Shiseido, for example, has 150 years of skincare experience, and its Ultimune Power Infusing Serum contains Camellia seed extract, which is powerfully antioxidative, along with barrier-strengthening flower extract, soothing camellia leaf extract and camellia seed oil, which improves skin moisture.

In trials it’s even been clinically proven to future-proof your face in seven different ways (from tackling fine lines to loss of elasticity), with 95% of women feeling that it gave them more youthful skin in one week*. You can apply it in the morning before moisturiser and SPF, and again in the evening between cleanser and your night cream.

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