Serums and Face Oils

Which to use and when to use ‘em.

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Pink bottle of Go-To Face Hero oil with dropper, featuring rosehip, buriti, macadamia oils for glowy, replenished skin. A woman with curly hair holds a pink Go-To Face Hero bottle, smiling softly against a white background.
Face Hero
£28
 The Restorative Superoil
7210 reviews
£28
CLINICALLY PROVEN
A bottle of Go-To Properly Clean facial cleanser featuring its signature peachy-pink packaging and pump dispenser. A peach-colored tube of Go-To Very Mattifying Primer standing upright against a soft, neutral background.
Very Amazing Retinal
£52
 Vitamin A Face Serum
692 reviews
£52
De-Crease De-Crease
De-Crease
£34
 Retinal Eye Serum
472 reviews
£34
Pink bottle of Go-To Much Plumper Skin serum with hyaluronic acid, provitamin B5, and peptides for hydrated, plump skin. Smiling woman applies Go-To Much Plumper Skin serum with a dropper, highlighting skincare routine and product packaging.
Much Plumper Skin
£29
 Hyaluronic Acid Serum
2189 reviews
£29
Clarifying Face Hero Clarifying Face Hero
Clarifying Face Hero
£35
 Balancing Dry Oil
88 reviews
£35
Pink bottle of Go-To's Much Brighter Skin serum with vitamin C, kakadu plum, and niacinamide for radiant skin. Smiling woman holds a pink skincare bottle labeled "brighter skin," showcasing glowing complexion and gold earrings
Much Brighter Skin
£36
 Vitamin C Serum
2825 reviews
£36

Serums and oils can be very useful for targeting specific skincare concerns, such as dryness, dullness, redness, dark spots, or congestion. If you’re not using one, you’re probably (unfortunately) not getting everything you could be out of your daily skincare routine. 

Let’s fix that! 

If your skin is dull or you want to treat pigmentation, you need a serum that will brighten. Top of the radiance list is vitamin C, a notorious glow-booster, with a heap of antioxidant properties that can also help promote collagen production. Kakadu plum is another brilliant ingredient that is known for being one of the richest sources of vitamin C in the world. (Sorry, oranges.)

If your skin is feeling dry, tight, or uncomfortable, you need a serum that will hydrate. Load up your routine with humectants (that draw water into the skin and keep it there), and hyaluronic acid (which binds water to the skin and helps maintain balanced hydration levels). In other words you’re after moisture, fast. 

If your skin is losing firmness or feeling a little more lined than usual, you need a serum that is proven to treat the signs of ageing. Retinoids, also known as vitamin A, are widely regarded as the gold standard in treating the breakdown of collagen, helping to fade pigmentation and age spots, and helping to minimise the appearance of wrinkles. 

If your skin is feeling angry or irritated, you need an oil that will calm or soothe. An oil that incorporates vitamin E (a particularly brilliant option for sensitive skin, by the way) is going to gently nourish your skin and provide some antioxidant protection. 

If your skin is feeling congested or breakout-y, you need a treatment (dry) oil. This is going to help balance sebum production and clear blemishes, ‘cos, knowing what we know, it will likely include heroic ingredients like: bakuchiol, tea tree, vitamin F. To nurture the skin barrier.

What is the difference between a serum and an oil?

Serums are targeted skincare products, more often than not, containing highly concentrated ingredients and smaller water-based molecules (meaning they can sink deeper into the skin).

Oils are brilliant all-rounders that simultaneously nourish, protect, and restore. Particularly rich in fatty acids and antioxidants, they act as the skin’s lipid barrier. Like cling wrap. Locking all that moisture in. Whilst providing a quick boost of glow.

Where should I use a serum in my routine?

Serums should always be applied on fresh, clean skin. Slot them into your routine after cleansing and exfoliating, but before your face oils, creams, or SPF.

Where should I use an oil in my routine?

If you’re using a lightweight oil (like Face Hero) it should go after cleansing, exfoliating, serum-ing, and before applying any creams. If you’re using a treatment (dry) oil it goes on after exfoliating or on freshly-cleansed skin. A little higher up in your routine.

Can I use serums and oils together?

Totally. So long as you mean layering your serums and oils. Not mixing them together. Following the cardinal skin rule of thinnest to thickest, serums will always come before oils.

How often should I use serums?

Usage very much depends on the type of serum, the ingredients they contain, and at what concentration. As well as your skin type.

Retinoids, for example, might be best tolerated every other day. Instead of every day. Make sure you’re reading the packaging and following instructions for use. (Consult a derm if still unsure.)

Also: Not all serums are for night and day. Save retinoids, AHAs, BHAs for the evening, and generally speaking, vitamin C performs its best in the morning.

Last hack! Make sure your serums aren’t fighting. That is, don’t layer ingredients that have the potential to impact efficacy. Or more importantly, irritate the skin. More on that here.

Are these products safe to use during pregnancy?

Congrats on that tiny human you’re growing. And may we just say, you’re doing a great job!

Since you can expect some skin changes when you’re expecting, it’s only natural that your routine might need to change as well. It’s important when pregnant to steer clear of certain actives for you and bub. Our pregnancy safe serums and oils include the uber-hydrating Much Plumper Skin, the glow-inducing Much Brighter Skin, the skin-clearing Clarifying Face Hero and the dearly beloved Face Hero. 

With those three, you can expect your pregnancy glow to be simply ethereal.

How do I know which serum or oil is right for my skin type?

They say you’ll find the right serum or oil when you stop looking … Or when you complete our routine quiz. It’s a handful of questions to help decide the right full routine for you (including the right serum and/or oil).

Psst. You can also filter by skin concern when shopping. Scroll back up the page. It’s just on the right.

Can I use these serums and oils with other treatments, like retinoids or acids?

Here’s where we get trippy. Some of our serums and oils are actually treatments (case in point: Very Amazing Retinal, our smoothing vitamin A facial serum, and De-Crease our retinal eye serum. And many include high-powered actives that sadly, don’t play well with others. 

The major feuding skincare ingredients to look out for are retinol/retinal and vitamin C, retinol/retinal and BHAs, vitamin C and AHAs, Benzoyl Peroxide and vitamin C. 

Find all the goss on why they don’t get along here.

Can serums and oils be used on sensitive or acne-prone skin?

Definitely. 

For our sensitive skin have-rs, each of our serums and oils have been dermatologically tested and formulated to play nice with all skin types. Of course, skin is obscenely personal, so we always recommend patch testing first.

For acne-prone faces, incorporating serums and oils featuring active ingredients can be a crucial part of balancing oil, calming inflammation, and reducing the appearance of breakouts.

Clarifying Face Hero is a dry treatment oil designed to soothe, support, and restore particularly pissed-off skin. Formulated with 1% bakuchiol (often hyped as nature’s alternative to retinoids) for its powerful antioxidant and antibacterial properties and vitamin F to promote skin barrier health and hydration, this face oil is designed specifically for acne-prone skin.

How long until I see results from a serum or oil?

Everyone’s skin is different so results and timelines will always vary. But as a general rule of thumbs:

Much Plumper Skin: instantly. Hyaluronic acid immediately attracts water to the skin, giving a plump and glowing effect.

Much Brighter Skin: you should notice a more even skin tone as early as 3-4 weeks and around 8–10 weeks for hyperpigmentation.

Very Amazing Retinal: 4-6 weeks to see the initial results with ongoing use is needed for best results.

Face Hero: immediately. Our face oil is incredibly tactile so you’ll immediately feel its replenishing, radiance-boosting effect. At eight weeks, Face Hero has also been clinically proven to improve skin luminosity, firmness, smoothness, and reduce the appearance of crow’s feet. That’s why it’s considered the best oil for faces everywhere! (As voted by us.)        

Do I need to use sunscreen with serums or oils?

Absolutely. A daily SPF is non-negotiable, no matter what face serums and face oils you’re using—but especially if you’re using a vitamin A serum.