Cheat Sheet - Where should I spend most of my money in my routine?

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The answer is always, always serums. The rise of serums has definitely, in my opinion, bumped moisturisers off of the top spot – although they were never my No.1 – more the prevailing thought of the industry. If I was listing my priorities in terms of £$£$ spend it would look like this: Over 35/40:

Serum/Treatments.Needs better technology, uses high performing ingredients that aren’t always cheap. You expect the most of your serum. And within this I would include all overnight retinol treatments, hydrating boosters, anti-ageing peptide serums – anything runny that you use underneath a moisturiser or oil.
Exfoliating acids. The best ones are more £$£ and at our age we need them.
Dedicated night cream/product. As above. Over 40 skins need more peptides, retinols etc – they aren’t cheap.
Good balm cleansers can be found for under £20, but the ones I like are typically more than that.
Facial Oil.Yes, you can get base oils cheaply but there is a world of difference in my mind between a basic ‘face oil’ and a sophisticated one made by the likes of doctors, facialists and the Queens of all things face oil, French dedicated salon brands.
A good, dedicated SPF is not extortionate.
Moisturiser – normal/day. Just a good coat. Think hydration and protection, not the second coming of Jesus.
Eye Creams. I can get by with a cheaper eye cream because I use my serum around the eye area (all of them, pretty much). I suffer genetically from droopy eyelids and dark circles because I’m anaemic. I’d be throwing money away paying £200 for an eye cream that I know in my heart won’t work. I need one for hydration to plump up fine lines. That’ll do.
Face masks. If they’re hydrating, they’re predominantly glycerin and hyaluronic acid, not expensive to make.

Not expensive to make. Not sophisticated technology.
Clay masks. I could pop to a beauty supply store, buy a bag of clay and some magnesium, mix it with the water below and it would cost around 20p per portion. If that.
Floral water/Spritz. It’s water.

Ages 20-35/40:

Exactly as per above.
Dedicated night cream. Emulsions/moisturisers are still fundamentally more expensive to make than cleansers/toners – and if you’re under 40 you can still prevent and repair damage before it’s too late.
Facial oils. Again, there is a world of difference between cheap and mid-range.
Under £30 – even under £25 and you are sorted.
Exfoliating acids. Affordable options from around £15-£25.00 are fine.
Not extortionate. Think Anthelios. Everything else is the same as above……
See Jesus comment in the Over 40 section above.
Eye Creams. Don’t break the bank. If you have a good serum and you’re on a budget, you can skip this if need be.
Face masks. If they’re hydrating, they’re predominantly glycerin and hyaluronic acid, not expensive to make.

Not expensive to make. Not sophisticated technology.
Clay masks. I could pop to a beauty supply store, buy a bag of clay and some magnesium, mix it with the water below and it would cost around 20p. If that.
Floral water/Spritz. It’s water.

Under 20 – teens:

Younger people tend to rage more havoc on their skin through their lifestyle – because they can. They need more protection. You’re also lazier with your routine (no hate, just an observation and experience!) because unless you have a particular concern, you can be. If you’re only going to wash your face and slap one thing on, it should be a moisturiser. I would still recommend a separate SPF though.
When I did my FAQs on teenage skin, a few of you mentioned that you either want to use a serum or have a skin condition that would benefit from it such as acne/dehydration. If you do want to use a serum, they still need to be fairly ££, just not extortionate!
Exfoliating acids. £10-20.
You have youthful, bouncy skin, keep it that way.
Get into good cleansing habits at this age and you’ll be set for life skincare-wise. I promise.
Night cream. Using a dedicated moisturiser for the evening is beneficial if you have particular skin conditions. If you have budget concerns, use a non-spf moisturiser and you can just buy one and use it day and night. (Just don’t forget your separate SPF.)
Facial oil. Really cheap ones just aren’t as good.
Eye Creams.Not essential and use your serum if budget is an issue.
Face masks. If they’re hydrating, they’re predominantly glycerin and hyaluronic acid, not expensive to make.

Not expensive to make. Not sophisticated technology.
Clay masks. I could pop to a beauty supply store, buy a bag of clay and some magnesium, mix it with the water below and it would cost around 20p. If that.
Floral water/Spritz. It’s water.