An elevated (and effortless) approach to getting the skin you want, one serum at a time.

Serums are where skincare gets personal. These potent formulas are designed to deliver high concentrations of active ingredients deep into the skin—and the right one (or two) can visibly transform your complexion. But with so many serums, ingredients, and textures to choose from, how do you pick? When do you layer? Can you mix? Here’s your not-so-basic guide to building your serum wardrobe, layering like a pro, and choosing exactly what your skin is craving—featuring our editor-curated, clean-as-it-gets picks from The Beauty Confidante.

So, What Exactly Is a Serum?

Lightweight. Targeted. Concentrated. Serums are the quiet powerhouses of your skincare ritual. Whether you're looking to hydrate, brighten, firm, or calm—this is where real results begin.

When to Use Serums in Your Ritual

Apply after cleansing and toning (if using), and before your moisturizer. Think of it as your treatment step—the moment your skin is most ready to receive actives.

Your AM/PM Ritual:

Cleanser
Toner or Essence
Serum(s)
Moisturizer
SPF (AM only)

Pro tip: Let each serum absorb for about 30 seconds before applying the next.

Build Your Serum Wardrobe by Skin Type & Concern

Because your skin doesn’t wear the same outfit every day—neither should your serums.

For Glow Seekers & Dull Skin

Your Skin Needs: Vitamin C, gentle exfoliation, skin-brightening botanicals

Try:

Mimar Ultra Vit C Concentrate
A silky, oil-based serum powered by THD Ascorbate (a stable, non-irritating form of Vitamin C) plus calming botanicals and squalane. Brightens, firms, and evens tone without the tingle.
Ideal for: all skin types, especially dry/sensitive
Solara Fortune Teller Tinted Brightening Serum SPF 30
A multitasking tinted SPF that acts like skincare. Vitamin C, niacinamide, and zinc oxide work to protect, brighten, and even tone while giving your skin a radiant, natural glow.
Ideal for: all skin types, morning use, minimal makeup days

For Dehydrated Skin & Barrier Repair

Your Skin Needs: Hyaluronic acid, B5, niacinamide, ceramides

Try:

Mimar Ultra Hydrating Serum
A deeply replenishing water-based serum packed with hyaluronic acid and amino acids. Lightweight, plumping, and instantly hydrating.
Ideal for: all skin types, especially dehydrated or sensitized skin
Pura Botanicals Hyaluronic Ruby Serum
Botanical hyaluronic acid meets gemstone-infused energy (hello, ruby extract). Brightens, plumps, and adds a subtle radiance.
Ideal for: combination to dry skin, ritual lovers

For Breakouts, Oiliness & Hormonal Fluctuations

Your Skin Needs: Balancing oils, antibacterial botanicals, calming ingredients

Try:

Mimar Luna Balancing Face Oil
A lightweight, clarifying facial oil designed to regulate sebum, reduce inflammation, and calm breakouts. Perfect for skin that’s “acting up.”
Ideal for: combination, oily, and acne-prone skin
East 29th Vital Serum
Niacinamide, lemon rind extract, and peptides work together to strengthen skin, reduce redness, and support elasticity. Balances and smooths texture.
Ideal for: all skin types, especially those dealing with hormonal acne, rosacea, or pigmentation

For Fine Lines, Texture & Early Aging

Your Skin Needs: Retinoic nutrients, collagen support, omegas, botanical antioxidants

Try:

Muck Retinoic Nutrient Serum
A gentle yet potent natural retinoic blend—rich in provitamin A, omegas, and nourishing oils. Smooths, refines, and renews without irritation.
Ideal for: sensitive, aging, and dry skin types
Pura Botanicals Ambrosia Beautifying Serum
Ultra-luxe and rich in coenzyme Q10, rose otto, and blue tansy. Targets the signs of aging, inflammation, and dullness.
Ideal for: mature, dry, or inflamed skin needing a beauty reset

For Sensitive Skin & Redness-Prone Types

Your Skin Needs: Calming, anti-inflammatory botanicals and ultra-clean formulations

Try:

Pura Botanicals Azure Dream Cloud Serum
A dreamy blend of blue tansy, chamomile, and neroli. Soothes, softens, and resets reactive skin.
Ideal for: sensitive, stressed-out, or reactive skin
Pura Botanicals Radiant Face Drops
Lightweight and glow-enhancing, these drops combine raspberry seed oil and calendula to calm, protect, and deeply hydrate.
Ideal for: dry or combination skin prone to redness

Layering Like a Pro

Yes, you can layer serums. Just go from lightest to richest in texture—and no more than 2–3 serums at once.

A Few Power Pairings:

Morning Brightening Ritual:
Mimar Ultra Vit C Concentrate + Solara Fortune Teller SPF
(Brighten + protect + glow)
Hydration Sandwich:
Mimar Ultra Hydrating Serum → East 29th Vital Serum → Hyaluronic Ruby Serum
(Plump + balance + seal it in)
Evening Reset for Glowy Renewal:
Muck Retinoic Nutrient Serum + Pura Ambrosia Serum
(Smooth + nourish + age-defy)
Sensitive Skin Soother:
Azure Dream Cloud Serum + Radiant Face Drops
(Calm + hydrate + glow softly)

The Final Word: Choose What Feels Right

Skin care should feel good. Choose serums that match your current skin mood—not just your skin type. Whether you want to glow harder, calm flare-ups, or prep for a big event, there's a serum for that. And we’ve done the work of curating the very best for you.

Explore the full serum wardrobe here
Clean, effective, and beautifully made. Only what your skin needs. Nothing it doesn’t.