#1Best overall
Rated 4.8 out of 5 from 67 reviews
vegan
- vegan
- fragrance-free
Best Face Serums UK 2026
A serum earns its place in a routine by carrying a concentrated dose of one or two active ingredients, which is why the ingredient list matters here more than in almost any other skincare category. The ranking below draws on every face serum we track on Amazon UK and orders them by customer rating, weighted so that a handful of five-star reviews cannot outscore a product with thousands of consistent ones. It is not a hands-on test: we have not applied these serums ourselves, and the picks reflect what Amazon UK shoppers reported after buying. What the data does show clearly is that price is a weak predictor of rating in this category — several of the best-reviewed serums here cost under £10, while some pricier bottles sit further down the list. Use the badges below as a starting point, then check the buying guide for how to match an active to what you actually want the serum to do.
Ranked from 23 face serums listed on Amazon UK. We do not physically test products — see “How we picked these” below.
How we picked these
We start from every face serums listed on Amazon UK, then rank by a score that weights customer rating against how many people rated it — a 5.0 average from three reviewers cannot outrank a 4.6 average from three thousand, because a handful of ratings tells you very little on its own. The top 12 by that score make this list. We do not accept payment for placement or ranking, and we do not physically test products ourselves: everything above is drawn from listed Amazon UK product data and customer review data, refreshed periodically.
The ranking
Ranked #1 on this list, this is currently rated 4.8 out of 5 across 67 Amazon UK reviews. It is listed at £8.33. We have flagged it here as our "Best overall" pick, based on the criteria in the methodology below.
What we like
- Rated 4.8/5 by Amazon UK shoppers
- 67 customer reviews — more than most others on this list
- Listed feature: vegan
Listed feature: vegan
- #2Most reviewedRated 4.3 out of 5 from 13,943 reviews
Sitting at #2, it holds a 4.3-star average from 13,943 customer reviews on Amazon UK. It is listed at £37.41. We have flagged it here as our "Most reviewed" pick, based on the criteria in the methodology below. That review count is high enough to trust the rating with reasonable confidence.
What we like
- 13,943 customer reviews — more than most others on this list
- #3Best for sensitive skinRated 3.8 out of 5 from 431 reviews
This is our #3 pick, rated 3.8 out of 5 by 431 Amazon UK shoppers. It is listed at £11.69. We have flagged it here as our "Best for sensitive skin" pick, based on the criteria in the methodology below.
What we like
- 431 customer reviews — more than most others on this list
What to consider
- A lower average rating (3.8/5) than most others on this list
- #4Fragrance-Free pickRated 4.8 out of 5 from 16 reviews
cruelty-free
- cruelty-free
- fragrance-free
Ranked #4 on this list, this is currently rated 4.8 out of 5 across 16 Amazon UK reviews. It is listed at £30.53. We have flagged it here as our "Fragrance-Free pick" pick, based on the criteria in the methodology below. That is a smaller review base than others on this list, so treat the rating with a little more caution.
What we like
- Rated 4.8/5 by Amazon UK shoppers
- 16 customer reviews — more than most others on this list
- Listed feature: cruelty-free
Listed feature: cruelty-free
- #5Fragrance-Free pickRated 3.9 out of 5 from 24 reviews
fragrance-free
- fragrance-free
Sitting at #5, it holds a 3.9-star average from 24 customer reviews on Amazon UK. It is listed at £21.58. We have flagged it here as our "Fragrance-Free pick" pick, based on the criteria in the methodology below. That is a smaller review base than others on this list, so treat the rating with a little more caution.
What we like
- 24 customer reviews — more than most others on this list
- Listed feature: fragrance-free
What to consider
- A lower average rating (3.9/5) than most others on this list
Listed feature: fragrance-free
#6This is our #6 pick — an Amazon UK listing that hasn't accumulated a customer rating yet. It is listed at £9.30.
#7Ranked #7 on this list, this pick does not yet have a published customer rating on Amazon UK. It is listed at £14.99.
What to consider
- Not consistently listed as in stock
#8Sitting at #8, this is a newer listing with no customer rating on Amazon UK yet. It is listed at £17.95.
#9This is our #9 pick — an Amazon UK listing that hasn't accumulated a customer rating yet. It is listed at £17.62.
#10Ranked #10 on this list, this pick does not yet have a published customer rating on Amazon UK. It is listed at £14.20.
#11Best budgetSitting at #11, this is a newer listing with no customer rating on Amazon UK yet. At £5.49, it is the most affordable option on this list. We have flagged it here as our "Best budget" pick, based on the criteria in the methodology below.
What we like
- The most affordable option in this list
#12This is our #12 pick — an Amazon UK listing that hasn't accumulated a customer rating yet. At £38.40, it sits at the top of the price range covered here.
What to consider
- The most expensive option in this list
Compare all 12 picks
| # | Product | Price | Rating | Reviews | Key feature |
|---|---|---|---|---|---|
| 1 | The Ordinary Overnight Face Serum 250ml | £8.33 | Rated 4.8 out of 5 from 67 reviews | 67 | vegan |
| 2 | Eucerin Repair Face Serum 250ml | £37.41 | Rated 4.3 out of 5 from 13,943 reviews | 13,943 | — |
| 3 | Garnier Advanced Face Serum 50ml | £11.69 | Rated 3.8 out of 5 from 431 reviews | 431 | — |
| 4 | Some By Mi Hydrating Face Serum 50ml | £30.53 | Rated 4.8 out of 5 from 16 reviews | 16 | cruelty-free |
| 5 | Some By Mi Radiance Face Serum 15ml | £21.58 | Rated 3.9 out of 5 from 24 reviews | 24 | fragrance-free |
| 6 | Garnier Gentle Face Serum 200ml | £9.30 | — | — | |
| 7 | Nivea Advanced Face Serum 250ml | £14.99 | — | — | |
| 8 | Some By Mi Face Serum 100ml | £17.95 | — | — | |
| 9 | CeraVe Repair Face Serum 200ml | £17.62 | — | — | |
| 10 | The Ordinary Radiance Face Serum 200ml | £14.20 | — | — | |
| 11 | Neutrogena Face Serum 200ml | £5.49 | — | — | |
| 12 | La Roche-Posay Ceramide Face Serum 50ml | £38.40 | — | — |
What to look for
Rank by active, not by brand
Hyaluronic acid is a humectant for dehydration, niacinamide is generally reached for on oily or uneven skin, vitamin C for brightness, retinol for texture and fine lines. Two serums a few pounds apart in price can be doing entirely different jobs, so the active on the label matters more than where the product sits on this list.
Check where the active sits in the ingredient list
Ingredients are listed in descending concentration by law. An active printed on the front of the bottle but near the end of that list is present at token strength — a listing that states a percentage is a stronger signal than one that only names the ingredient.
Review volume changes how much a rating tells you
This is the reason the ranking uses a weighted score rather than raw star average: a 5.0 rating from three reviewers carries less information than a 4.6 from three thousand, and the comparison table below shows review counts precisely so you can judge that for yourself.
Packaging affects whether an active stays active
Vitamin C in particular oxidises in clear, open droppers faster than in opaque or airless pump packaging. Where two serums are close in ranking, the one in better packaging may be the more reliable buy even at a slightly higher price.
Fragrance-free narrows the list for reactive skin
Where a product's listed ingredients or features indicate a fragrance-free formulation, we have flagged it — that is a checkable fact from the listing, not a guess, and it is worth prioritising if your skin reacts easily to added scent.
Price per millilitre beats the headline price
Bottle sizes in this list range from small 15ml droppers to 50ml pumps, and the comparison table below shows only the listed price, not price per millilitre. A cheaper bottle in a small size can work out more expensive per use than a pricier one in a larger format, so it is worth checking bottle size on the product page before deciding between two closely-ranked serums.
Frequently asked questions
- Is the highest-rated serum here the right one for me?
- Not necessarily. "Best overall" reflects the strongest rating-and-review-volume combination across the whole list, not a match to your skin concern. Use the active ingredient — hyaluronic acid, niacinamide, vitamin C or retinol — as the first filter, then compare ratings within that group.
- Why does a cheaper serum outrank an expensive one here?
- Because the ranking is built from customer rating and review volume, not price. Serum pricing reflects packaging, brand and formulation elegance as much as the concentration of the active, and the data on Amazon UK does not show a reliable link between price and rating in this category.
- How often is this list updated?
- Prices and availability shown here are checked periodically and reflect Amazon UK at the date shown at the bottom of the page. The current price and stock on Amazon at the time you buy is the one that applies.
- Have you tested these serums yourselves?
- No. We do not physically test products — this ranking is built entirely from customer rating, review volume and listed product data on Amazon UK. See our editorial policy for the full detail on what we do and do not do.
- Can I use more than one serum from this list?
- Yes, though two or three actives is usually the practical ceiling before irritation becomes more likely. A common pattern is a hydrating serum in the morning and a treatment serum such as retinol in the evening.
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Last updated 8 August 2026. Prices and availability are accurate as of that date and are subject to change on Amazon.