One of the first things we’re told about beauty and skincare is how important it is to understand our skin type. However, Dr Ellie Bradley, science credentialing manager for No7 Beauty, says the key to shopping smart is slightly less about skin types and more about your specific skin goals. “What serum you should use is mainly dependent on the aims you have for your skin, rather than your skin type or age, as everyone’s skin journey is different,” she says.

“If smoothing skin is your primary aim, then No7’s Protect & Perfect Serum is a good choice. If you want to tackle uneven pigmentation or a loss of firmness, the Lift & Luminate Serum from No7 would be ideal. Then, for thinner-feeling skin or to target the neck area, the Restore & Renew Serum from No7 is a good choice. Finding a serum that caters to your goals is key,” says Dr Bradley.

For beauty journalist, Lucy Partington, shopping smart is all about bringing things back to basics. “There are so many different types of serum available now, it can be quite confusing, but think on a very basic level: check the product name, understand what it’s designed to do and see if that matches the effect you want for your skin.

“Perhaps you want to hydrate, brighten or exfoliate. You can also focus on ingredients that will work for your skin. Wonder ingredients to look out for include hyaluronic acid, salicylic acid and vitamin C.”

The science of serums: we asked the beauty experts how to add them into an effective layered skincare routine