Face serum is an underrated but powerful step in a skincare routine. Before determining the best face serum for you, decide what you’d like to achieve with a new product. Want to work on your skin while you sleep? Try a night serum, ideally a retinol serum, to create new collagen for firmer, smoother, more even-looking skin. If you want a day serum, skincare goals that are best to tackle during this time can include brightening, hydration, and texture concerns. To fight discoloration, serums containing vitamin C will be your best bet. One of the most iconic vitamin C serums is which pairs the potent brightening ingredient with antioxidants Tranexamic Acid, Vitamin C and Kojic Acid to enhance the product’s efficacy. For hydration, consider a hyaluronic acid serum, which uses a sugar molecule that can hold up to 1,000 times its weight in water to draw moisture into skin. To help improve rough skin texture caused by enlarged pores and fine lines, try a niacinamide serum, which features niacinamide (also known as vitamin B3), a blend of firming peptides, and glycerin to help decongest skin, fight discoloration, and balance hydration levels, resulting in smaller-looking pores and a more even, hydrated, youthful complexion.