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13 best retinol serums for 2025, tested by 340 women
Enjoy smoother, firmer-looking skin with our beauty lab's top picks
Tested by Orla BadgerFormer Senior Beauty and Grooming Tester
Retinol is rightly celebrated as a game-changing skincare ingredient. The holy grail for tackling a raft of skin concerns, from fine lines and wrinkles to hyperpigmentation and blemishes, the best retinol serums can be true anti-ageing heroes.
Once only found in dermatology clinics but now available over-the-counter, retinol can speed up skin cell regeneration and boost collagen production to help smooth, firm and brighten your complexion. Ever the multi-taster, it can also help to unclog pores and prevent treat acne.
However, with buzzwords and confusing clinical claims flooding the skincare market, and some top retinol serums costing over £50 for as little as 30ml, it’s important to know what you’re buying and whether it will suit your skin type before you splurge.
As a quick explainer, retinol is part of the family of lab-made vitamin A derivatives known as retinoids, which also includes retinal. The difference between retinol and retinal is that the latter converts more quickly to retinoic acid in your skin – more on that below. Our GHI Approved serums all contain either retinol or retinal.
What is the best retinol serum to use?
To find the best retinol serums for noticeable results, the Good Housekeeping Institute enlisted 340 panellists to help us test 21 brands. These are our top picks at a glance, but you'll find our detailed reviews below.
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Most hydrating retinol serum
Neutrogena Retinol Boost Facial Serum Clinically-Proven Face Serum
Read review - 4
- 5
Is retinol a retinoid?
Yes, retinol is a form of retinoid, a class of chemical compounds derived from vitamin A. Understanding retinoids can be tricky if you aren’t a skincare guru, so we asked Dr Anjali Mahto, a medical and cosmetic consultant dermatologist, to explain the difference between the types.
“Retinol and retinal (abbreviated from retinaldehyde) can be bought over-the-counter and are weaker than retinoic acid, which is generally a prescription-only agent,” she says.
What is the best retinol for beginners?
Depending on the concentration and formulation, retinol is generally a milder choice than retinal. This is because it takes longer to convert to the most potent retinoic acid in your skin, reducing the risk of irritation. Experienced retinol users, however, may prefer the faster results of retinal.
First-timers and those with sensitive skin may wish to try a gentler retinyl ester – look for retinyl palmitate, retinyl acetate and retinyl linoleate in the ingredients list.
Whichever retinoid serum you choose, start with a low dose of around 0.2% and increase the strength slowly, as side effects including tingling and flakiness are common.
Going too strong, too soon, can cause dryness and make fine lines and wrinkles more pronounced – not the aim of the retinoid game! Patience is key. “You will not see results overnight and it may take up to 12 weeks before any benefit is noticed,” says Dr Mahto.
Below, you’ll find products with 0.15% retinoid for beginners, through to 1% blends for more experienced users.
Are there any side effects of retinol?
“Retinoids can cause burning, stinging and peeling when first applied,” says Dr Mahto. “Build up their use slowly – a few times weekly – until you are able to use them nightly. If the product makes your skin sore, give it a break; if not, you are okay to continue using it.
“Speak to a dermatologist if you have sensitive skin or an underlying inflammatory skin condition, such as eczema, psoriasis or rosacea, as retinoids can potentially cause problems.”
Should you moisturise after retinol?
Yes! Moisturising hyaluronic acid and ceramides can help to lessen the severity of retinol side effects. However, Dr Mahto recommends waiting 15 to 20 minutes after applying your retinol serum before following up with your chosen night moisturiser, to avoid affecting the retinoid's efficacy.
And always remember your SPF the next day. Applying a daily SPF 30 or higher every morning is always a must, of course, but even more so if you're using retinol at night. Retinol leaves skin more susceptible to sun damage, so don't forget this step. We know you wouldn't anyway.
What can you not mix with retinol? And what ingredients work with retinol?
For best results, use your retinoid serum in the evening after cleansing, as sunlight reduces its effectiveness (there’s a reason why all good retinoid products come in dark or opaque packaging and some people store theirs in a fridge).
However, don't mix retinol with AHAs or BHAs because using too many active ingredients, too frequently, can spark sensitivity. For this reason, you should also take care if you're using a cleanser with actives.
If you want to use both retinol and the best vitamin C serums in your routine, apply the latter ingredient in the morning to give your skin a breather. Some brands do blend the two together, but these products have been carefully formulated to avoid irritation, so don't take a DIY approach.
As mentioned above, hyaluronic acid and ceramides are both ingredients that work well alongside retinol in your routine, thanks to their hydrating benefits.
What are the new retinol EU laws?
At the end of 2024, restrictions in European laws around retinol will start to be rolled out, taking three years to come into full effect.
Brands will have 36 months to reformulate your favourite retinol products, with the ruling limiting the concentration of pure retinol used to o.3% for facial products and 0.05% for those used on the body.
How we test retinoid serums
Our panel of 340 beauty lovers tested 21 brands of retinoid serums for eight weeks. They gave feedback on how easy each product was to apply, whether they experienced any discomfort or irritation after use, and whether they saw any improvements to their skin.
In the Good Housekeeping Institute beauty lab, we used a VISIA Skin Analysis machine to assess any changes to fine lines and wrinkles, pores and skin texture once the trial period ended.
Pros
- Not too greasy
- Easy to use
- Hydrated skin and reduced fine lines
Cons
- Some felt it smelt clinical
Score: 82/100
Medik8 has mastered the skin-firming category, with industry experts repeatedly calling out the brand as their favourite of all the retinol competition. Its 3TR isn't cheap, but you do get what you pay for.
“I put it on before using my night moisturiser and my skin felt plump and hydrated,” one tester told us, while another added: “After using this for a few weeks my lines were visibly diminished.” Everyone said it felt lightweight, absorbed quickly and didn’t leave any tacky residue on the skin.
Head to our beauty team's Medik8 skincare review to discover more of our favourite Medik8 buys.
Key specifications
| Size | 15ml |
|---|---|
| Retinoid | 0.3% retinol |
| Dispenser | Pipette |
Trinny London Overnight Sensation Retinal+ Serum
Pros
- Minimised fine lines and wrinkles for most
- Reusable packaging – you can buy a refill that slots in
- Easy to dispense
Cons
- Expensive
Score: 81/100
If dewy radiance is what you’re after – and who isn’t? – then this refillable serum from fashion guru Trinny Woodall is worth a splurge (check out our team's full Trinny London skincare and makeup reviews for more info). It champions faster-acting retinal in a bid to help mature skin look plumper and feel silkier more quickly.
Our lab test found it minimised fine lines and wrinkles, with testers finding it easy to dispense and saying they received compliments from friends. Just note that first-time users may prefer to go for a retinol option.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | Retinol – percentage not stated |
| Dispenser | Pump |
Neutrogena Retinol Boost Facial Serum Clinically-Proven Face Serum
Pros
- Easy to apply
- Hydrated skin
- Reduced age spots
Cons
- Some found it didn’t firm fine lines for them
Score: 80/100
Neutrogena is a brand known for its affordable, effective and super accessible formulations. In recent years, it has also developed some really clever tech that you may not expect from the price point. In this serum, myrtus plant extract has been mixed with retinol, something the brand claims improves efficiency of delivery by 83%. Plus, the extract also lends the product with a wonderful woody fragrance.
Everyone agreed that it was easy to use, with one tester saying it made the age spots on their face vanish. Panellists also all agreed that their skin felt smoother, looked brighter and felt far more hydrated (hello, hyaluronic acid) after use. Not bad for less than £30 (and even better if you can get it on sale!)
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | Retinol - percentage not stated |
| Dispenser | Pump |
Pros
- Pump applicator
- Most effective in lab at improving the appearance of fine lines and wrinkles
Cons
- Some found their skin reacted to it
Score: 80/100
Skincare guru Caroline Hirons has a lot of beauty strings to her bow, and this best-selling targeted retinol from her brand, Skin Rocks, is another insider favourite. We received lots of love for the pump applicator packaging, which all our testers found super easy to use and less wasteful.
In the lab, we looked for any improvement in fines lines and wrinkles, texture and pores over an eight-week period, using a VISIA face analysis machine. The results showed that this was the most effective of all formulations tested at improving the appearance of fine lines and wrinkles, texture and pores, although the tester feedback was slightly more mixed.
Everyone agreed skin felt firmer and their complexions looked improved after use. It also layers well with other products. It’s designed to be suitable for sensitive skin, but a couple of testers who were unused to using retinol had slight irritation with this one, so make sure you take things slowly.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | 0.55% active retinoid |
| Dispenser | Pump |
Tropic Skincare Youth Potion Enriched Retinal Complex
Pros
- Brightens skin tone
- Pump applicator
Cons
- Not suitable for sensitive skin
Score: 79/100
Formulated with bakuchiol – nature’s answer to retinol – this one really was hard-working when it came to brightening skin and smoothing out texture. Everyone agreed their face looked brighter and more even in tone after using this for the trial period.
They told us it felt lovely and lightweight on skin, working to reduce many of their dark spots, and although some noticed an initial tingle, it didn’t last too long.
With ingredients such as olive squalane and organic aloe vera juice, plus plant-derived humectants, this fresh formulation is made for hydrating skin and locking in moisture.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | Bakuchiol, a natural alternative to retinol |
| Dispenser | Pump |
Pros
- Pleasant texture
- Hydrating
- Easy to use
Cons
- Some found it a little runny
Score: 77/100
This serum’s grown-up glass packaging will look smart by the side of your sink, plus it packs a real punch when it comes to achieving that illusive ‘I-woke-up-like-this' glow. One tester told us: “This is the best retinol product I’ve ever used – within about two weeks, my skin started looking more even toned, plumped and glowing.” Get that for a rave review.
The oil-serum formulation sank into skin easily and everyone agreed it had a pleasant texture, with one person noting the “nice, clean scent”.
One panellist said they didn’t experience the same sensitivity and redness they often get with other retinol serums, and another added that they found it very hydrating, so much so that they didn’t feel the need to follow up with a moisturiser at night.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | 1% retinoid |
| Dispenser | Pump |
Pros
- Good for beginners with minimal 0.15% retinal content
- Brightens and smooths in 4 weeks
- Firms fine lines in 8 weeks
Cons
- Takes slightly longer to work
- Fairly expensive
Score: 77/100
An instant spa-style glow is what our lucky testers enjoyed after sweeping this fast-absorbing serum over their skin. Beginner-friendly with its minimal 0.15% retinal content, many said their complexion looked brighter and smoother four weeks in, with more firmness and fewer fine lines reported after eight. “My skin has genuinely never looked better,” declared one panellist.
It also impressed our lab team on the slow-ageing front, albeit not quite as much as our top two.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | Retinal – 0.15% |
| Dispenser | Pump |
No7 Pure Retinol 1% Retinol Night Concentrate
Pros
- Improved skin texture
- Makes pores and wrinkles look less noticeable
- Lightweight to apply
Cons
- Strong and tingly for beginners
- Needs to be used sparingly at first
Score: 76/100
Here’s another good value retinol formula that earned a big tick in the Good Housekeeping Institute lab for improving skin texture and making pores and wrinkles look less noticeable. Our testers reported similar success, especially in terms of smoothing, and liked how lightweight it felt to apply.
Over half found it “deceptively strong” though and said they struggled with some initial tingling and flakiness, but one panellist said she liked the “sloughing off” effect and was left with a clearer complexion by the end of the trial. Our advice? Use it sparingly at first and see how your skin reacts.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | Retinol – 1% |
| Dispenser | Pump |
Pros
- Blends well with moisturiser
- Easy-to-use packaging
- Non-drying
Cons
- Not suitable for sensitive skin
Score: 75/100
Many of us probably remember the Avon catalogue dropping on the door mat and coveting all the latest lipstick shades. And the brand is still going strong, creating affordable and accessible beauty products on an international scale.
This serum had a spreadable consistency and absorbed quickly into skin, with an inoffensive, pleasant smell and a non-tacky residue. Someone told us their skin felt great immediately afterwards and was “neither too oily nor too dry.”
Everyone agreed it was lightweight and liked the fact the bottle was transparent, so they could see when they needed to replace it. “My skin felt moisturised, and I got lots of comments saying I looked like I had a glow after just one week of use,” said one happy tester. High praise, indeed.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | 0.1% pure retinol |
| Dispenser | Pump |
Eve Lom Radiance Repair Retinol Serum
Pros
- Lightweight and quick to absorb
- Minimised appearance of pores and wrinkles
Cons
- Very expensive
Score: 74/100
If your skin is lacking lustre, let there be light with this brightening serum. It’s made with encapsulated retinol, which helps the active ingredients penetrate more deeply.
It’s a luxe-looking product with a price tag to match, but our testers loved how much radiance it gave their tired complexions. They found it lightweight in texture and quick to absorb. Nearly everybody agreed that it shrunk large pores, with our lab team finding it decent at banishing wrinkles.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | Liposome encapsulated retinol – 3% |
| Dispenser | Pipette |
Murad Retinol Youth Renewal Serum
Pros
- Luxurious silky texture
- Softened, smoothed and brightened skin
- Evened skin tone
Cons
- Fairly expensive
Score: 74/100
For skin as velvety as a baby’s, this retinol serum is the way to go. Our testers found it luxuriously silky to apply and said it glided on, making for a pampering nightly ritual.
It softened, smoothed and brightened brilliantly, giving almost all our panel that post-holiday glow (without the air miles) after a month. It also helped even out skin tone and made deep wrinkles less obvious. Yes, it’s expensive, but it’s cheaper than a flight to the Caribbean…
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | Retinol – percentage not stated |
| Dispenser | Pump |
L'Oreal Paris Revitalift Laser Pure Retinol Night Serum
Pros
- Smooths bumpy skin texture
- Hydrating
- Good value
Cons
- Took slightly longer to work
Score: 74/100
Though relatively slow to get going, with just over half of our panel finding their fine lines and wrinkles improved after a month, this retinol serum got the anti-ageing thumbs up from our lab team after eight weeks.
It excelled in the texture stakes, helping dry complexions look clearer and leaving them feeling smoother, while most testers said their skin felt more hydrated by the end of the trial. Better still, a small drop spread all over the face, making it excellent value for money.
Key specifications
| Size | 50ml |
|---|---|
| Retinoid | Retinol – 0.2% |
| Dispenser | Pipette |
Pros
- Absorbed quickly
- Non-greasy
- Brightening
Cons
- Not suitable for sensitive skin
- Relatively expensive
Score: 71/100
We told you Medik8 knows what it’s doing where retinol’s concerned – this is the brand’s second appearance on our skin-firming hotlist. “The pump action worked well because it could be stored upside down so the product drained into it,” said one tester, while another added: “It felt light and comfortable going onto my skin and was easy to spread.”
Some didn’t love the yellow hue, and one noticed it transferred onto their pillow. Another mentioned that it didn’t do much to dark spots, but everyone said it improved the appearance of fine lines, wrinkles and pores, agreeing that their skin felt firmer and softer after the trial.
Key specifications
| Size | 30ml |
|---|---|
| Retinoid | 0.06% Retinal |
| Dispenser | Pump |
These also passed...
- Kiehl's Fast Release Wrinkle-Reducing Night Serum, £75; Score: 70/100 - impressively, everyone reported firmer skin a month in with this serum, with smoother texture, smaller-looking pores and less noticeable fine lines after two. This one comes as a retinol powder to be mixed in on first use, which some found a bit of a faff.
- The Ordinary Granactive Retinoid 2% in Squalane, £15; Score: 70/100 - though not as powerful as other serums on our list, if you’re dipping your toe into retinoids, this retinyl ester formula makes an affordable starter choice. Testers loved how spreadable it is and it left skin softer.
- Peter Thomas Roth Retinol Fusion PM, £55; Score: 70/100 - almost all testers agreed that this stronger serum had brightened and hydrated their skin after eight weeks of use. Infused with antioxidant vitamin E, it spread easily and delivered a soft, well-nourished feel, although some found it a touch too greasy.
The verdict on retinol serums
Our winner, Medik8's Retinol 3TR, lived up to its reputation on test, minimising fine lines and leaving skin plumper and hydrated.
If you're after something fast acting and glow-enhancing, opt for Trinny's Overnight Sensation.
Retinol novices should opt for Youth To The People's Retinal and Niacinamide Youth Serum, and if you're after a bargain, we recommend the Avon Anew Anti-Wrinkle Smoothing Serum.
Why should you trust the Good Housekeeping Institute?
Orla Badger, lead tester on this trial, has an extensive knowledge of skin and hair composition thanks to her first class bachelor's degree in cosmetic science from the University of the Arts London. She's also spent time helping out as a formulation chemist for beauty brands.
The Good Housekeeping Institute has been testing products for over 100 years, rigorously reviewing everything from the best vacuums and best mops to the best cleaning products and skin-firming formulations with the same patience and precision. We use products as you would at home, so you can trust they won't let you down.
Still looking to firm up fine lines?
Read on for some more of our GHI Approved plumping skincare winners.
- We asked 1,000 women to try some of the leading eye creams to see which worked best for faking eight hours' sleep. Find out which one came out on top in our best anti-wrinkle eye creams test.
- It's a powerhouse ingredient for brightening skin – discover which “gentle, vegan” vitamin C serum won our tests.
- If the menopause has left your skin feeling hot and bothered, check out our complete guide to the best menopause skincare for every concern.
2 April 2025: This article was updated to reflect the latest prices and stock levels. We also cut the list down to make it easier to shop, moving some of our other tried and tested serums into our 'These also passed' list.
Florence is our Senior Beauty Writer, specialising in expert-tested beauty and grooming reviews — from toothbrushes to the latest skincare launches. She’s committed to sharing recommendations for products that truly work and make people feel confident and healthy. Prior to this she was at Tropic Skincare, where she worked closely with biochemists in the lab, delving into the functions of each fresh, natural ingredient and conveying its efficacy to her audience in easy-to-digest terms.
With over five years’ experience in beauty and health journalism, Florence has written for ELLE, Women’s Fitness, Sister Magazine, National Geographic Traveller and many more, with a strong sustainability angle thread through much of her work.
When she isn’t packing for a trip away, working out, eating out or reading up on retinol serums, you’ll probably find her experimenting with her film camera and building her portfolio of portraits. Florence’s photography can be found at florencereeves-white.com, her Instagram is @florencereeveswhite and her twitter is @floreadsnwrites
Orla was our Former Senior Beauty and Grooming Tester.
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