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Face Serums: The What’s, Why’s and the How’s

Discover all you need to know about face serums!


Face serums have proven to be an effective skincare product to advance your routine and improve your facial complexion. But what is face serum? And what are its benefits for your skin? 

Read on to find out more, including: the definitions, benefits, types and how to use face serums effectively to improve your skin complexion.

What Is Serum? Its properties and use in Skin Care

Serums are oil or water based liquids that can easily absorb into your skin. Serums are wonderful additions to your skincare routine as their rate of absorption allows for deeper penetration of ingredients. Depending on the purpose, serums are able to provide either deep cleansing or a rejuvenated complexion. 

Despite their moisturising properties, serums are considered to be much lighter than lotions or moisturising creams. Serums are mostly seen used on the face, but specific serums can also be used for hair and body.

What Is Face Serum

A face serum is a facial skincare product that contains concentrated active ingredients (such as Vitamin E, Hyaluronic Acid or Bakuchiol) with lessen additives (thickeners, emulsifiers or oils). This allows for the quicker absorption of higher concentrations of effective ingredients that help boost skin complexion. 
Face serums are incredible at their job, they are able to rejuvenate facial skin by targeting specific skin concerns that you have. For example, a face serum with Hyaluronic Acid would specialise in replenishing moisture to dry skin, keeping your skin plump and firm


As face serums can target specific skin concerns that you have based on their active ingredients. What serum to use should be considered based on the properties of your skin you may wish to target. 

From fixing fine lines, dark circles, or even large pores. Listed below are several benefits of using face serums for your skin.

1. Refining Pores

Enlarged pores can be difficult to treat, but since face serums are lightweight and can absorb easily into the skin. Pores can be deeply cleansed and kept oil-free. This minimises their appearance and refines the skin’s texture.

2. Reducing signs of fatigue

Having trouble sleeping lately? A lack of sleep often leads to a dull and tired complexion. Combat this by using an effective face serum that promotes cellular regeneration and repair, allowing your skin to shine radiantly even if you’re low on energy. Be sure to look for serums containing Vitamin C! Known to be a great ingredient for helping with fatigue.

3. Smoothing and Nourishing the surface of your skin

Because of their easy absorption, serums can penetrate deeply into your skin. This allows for the smoothening out of the skin's surface for a noticeable softer texture. A face serum not only smoothens but also soothes your skin, giving your skin a rejuvenating glow.

4. Reducing the appearance of fine lines and wrinkles

As your skin matures, you may start seeing fine lines and wrinkles form. Face serums can help keep your skin firm and plump out those fine lines and wrinkles. Serums like the NIVEA Q10 Plus Anti-Wrinkle Serum Pearls have a powerful Q10 and Creatine formula that can help reduce the visibility of wrinkles, helping to promote younger looking skin.

5. Helping the skin retain its moisture

Although much lighter than lotions and cream. Face serums have the ability to lock moisture into the skin. Formulas with Hyaluronic Acid can help retain moisture in your skin, strengthening the skin barrier for a hydrated and healthy-looking skin complexion.

6. Reduce dark spots & other blemishes

Serums can also help reduce dark spots, sunspots or any other blemishes that may occur on your face. The NIVEA Cellular Luminous630 Anti Dark-Spot Face Treatment Serum utilises Luminous630 (a NIVEA patented ingredient) to lighten dark spots and balance new melanin production which prevents spots from re-emerging, brightening skin complexion.


Each serum is tailored-made for specific skin concerns, based on the high concentration of active ingredients utilised in each formula. 

What serum is best for specific skin concerns can be categorised in 6 different types including:

Anti-Aging Serums
Known for their anti-aging benefits. Anti-aging serums treat signs of aging, such as fine lines and wrinkles, whilst ensuring that the skin continues to rejuvenate and stay firm. 

Skin Brightening Serums
Known for brightening dull skin. Skin brightening serums can help reduce signs of fatigue and smoothe the complexion of your skin. This leaves your skin with a much clearer and radiant complexion. 

Acne combating Serums
Known to help combat acne. Acne fighting serums can help prevent blemishes from appearing, allowing for a smoother skin complexion.

Hydrating Face Serums
Known to provide deep hydration to your skin. Hydrating Face Serums often utilise Hyaluronic Acid to freshen up your skin, working in unison with moisturisers to protect your skin from dehydration.

Exfoliating Face Serums
Known to smooth and tone your complexion. Exfoliating Face Serums can help remove dead skin cells which can improve the efficiency of absorbing active ingredients for the skin. Exfoliating face serums can also help unclog pores and prevent breakouts.

Skin Protecting Face Serums
Known to protect, repair and renew skin. Skin protecting face serums are able to protect your skin from pollutants and repair your skin. This renewal process allows for a more beautiful skin complexion. 


woman holding a Nivea serum

When you’ve figured out what specific skin concerns you want to target, you can look at what serum that would fit with the concern you have. 


Most serums can be applied twice daily, once in the morning and once in the evening. However each serum has different recommendations when it comes to how and when to apply. Suggestions can be found on the packaging of the skincare product that you have bought. 

For example, the NIVEA Q10 Anti-Wrinkle Power Ultra Recovery Night Serum is best applied before bed, pampering your skin by reducing visibility of wrinkles and firming your skin overnight. 


To understand when to apply face serum properly in your skincare routine, NIVEA have created a quick step-by-step guide on how to use face serums in your skincare routine optimally to ensure your skin feels fully nourished. 
woman using face serum

Cleanse & Tone: Ensure that your skin is clear before applying face serum onto it. This will allow key ingredients to be efficiently absorbed into the skin. To make sure your skin is fresh and ready, prep your skin with a NIVEA face cleansing product.

-  Toners can also help prepare your skin for better absorption, as toners can deeply wash excess remains of dirt or pollutants that allows for higher penetration of active ingredients into the skin layers.


Apply the serum: Once your skin has been cleansed properly, apply the serum onto your hands, rub your hands together then press your hands onto your skin. Apply the serum on your skin with a patting motion, on both your face and neck. 

-  Allow the serum to absorb into the skin for a couple of minutes. This will allow the active ingredients to penetrate and rejuvenate the skin.


Moisturise: Once the serum has been absorbed into the skin, gently rub on one of NIVEA’s moisturisers over the face and neck to provide protection to the surface of your skin. 



It’s best to apply serum before moisturiser. This is because serums are lightweight formulas that can easily be absorbed into your skin, whilst moisturisers are thicker formulas that create a protective barrier on the surface of the skin. By applying serum first, this allows for the active, key ingredients to deeply penetrate into your skin.


NIVEA has a range of face serums with ingredients that can help you combat facial skin concerns that you may have. Each of NIVEA’s serums are nourished with high concentrated levels of active ingredients proven to be beneficial for the complexion of your skin. 

NIVEA’s range of face serums includes popular ingredients such as…

Hyaluronic Acid Face Serum

NIVEA Cellular Filler Hyaluronic Acid Serum provides expert anti-age care for your skin. Suitable for all skin types, this serum can help deeply hydrate and freshen your skin. This formula is also able to activate and accelerate the cell generation process. A perfect Hyaluronic Acid serum for those looking to give their skin suppleness.

Bakuchiol Skin Serum

NIVEA Cellular Expert Lift Pure Bakuchiol Sculpting Face Sheet Mask smoothes your skin texture and makes your skin feel firmer. This Bakuchiol face sheet mask acts as a powerful serum infused with a formula that boosts collagen, improving your complexion for a younger looking skin. 

Explore more face serum skincare products and find out what serum works best for you on below: