In your 20s, you might have gotten away with a more barebones skincare routine, but years of sun exposure and gravity can catch up with you in your 30s—when issues like fine lines, dullness and pigmentation become more noticeable. Over time, your skin also becomes thinner and less elastic, which is why it’s crucial to establish a bulletproof skincare routine early that minimizes signs of aging.
“As you enter your 30s, it’s important to adopt a skincare routine that promotes healthy skin and prevents sun damage, signs of aging and skin cancer,” says board-certified dermatologist Dr. Blair Murphy-Rose. Begin by establishing a routine that’s tailored to your skin type with the building blocks for long-term skin health, such as sunscreen and face wash. From there, consider incorporating retinols, serums and eye creams that target specific skin issues like discoloration and fine lines. We’ve tapped deputy editor Jane Sung as well as several experts for the most essential products to incorporate into your skincare routine in your 30s.
Nourishing Moisturizer : SkinCeuticals Triple Lipid Restore 2:4:2
LED Face Mask: HigherDose Red Light Face Mask
Gentle Cleanser: CeraVe Hydrating Facial Cleanser
Vitamin C Serum: L'Oréal Paris Revitalift 10% Pure Vitamin C Face Serum
Chemical Sunscreen: Coola Classic Face Sunscreen SPF 50
Mineral Tinted Sunscreen: EltaMD UV Clear Tinted Sunscreen SPF 46
Retinol Cream: Paula's Choice 1% Retinol Treatment
Retinol-Alternative Serum : Doctor Rogers Night Repair Treatment
Brightening Eye Cream: Ilia Bright Start Activated Eye Cream
Clarifying Mask: Tata Harper Clarifying Mask
Nourishing Moisturizer
A Rich, Hydrating Cream That Doesn't Feel Greasy
SkinCeuticals Triple Lipid Restore 2:4:2
A good moisturizer is the bedrock of any effective skincare routine, and plays a crucial role in maintaining skin hydration and elasticity as you age. Murphy-Rose suggests choosing a soothing, noncomedogenic formula that protects against free radicals, which can exacerbate signs of aging. We’ve named SkinCeuticals’ Triple Lipid Restore 2:4:2 as our top pick for the best face moisturizer overall, and we recommend it for anyone concerned about preventing fine lines, too. It combines 2% pure ceramides, 4% natural cholesterol and 2% fatty acids—a proven ratio for nourishing the skin and improving its appearance.
LED Face Mask
An At-Home Treatment That Revitalizes Dull Skin
HigherDose Red Light Face Mask
LED face masks can enhance a well-rounded skincare routine when used properly and consistently. “These masks work by varying wavelengths that penetrate the skin at different depths to target unique concerns, including acne, inflammation and collagen production,” says board-certified dermatologist Dr. Mina Amin. However, she cautions that the safety of LED light therapy on the eyes is unclear, so she emphasizes closing your eyes during treatment, following instructions closely and using any provided eyewear for protection. She also says that while these tools can supplement an at-home skincare regimen and in-office treatments, they should not be viewed as a replacement. After rigorously testing some of the best LED face masks on the market, we chose the HigherDose Red Light Face Mask as our most comfortable option. It offers 10- and 20-minute red light and near-infrared sessions that address signs of aging, redness and dullness.
Gentle Cleanser
A Soothing Face Wash That Protects Your Skin's Barrier
CeraVe Hydrating Facial Cleanser
A good cleanser is essential for an effective skincare routine because it helps to wash away excess oil, makeup, dirt and grime that accumulate throughout the day. If you’re looking for a gentle, non-irritating formula, CeraVe’s Hydrating Facial Cleanser is one of our favorite affordable options (featured as the top drugstore pick in our best face washes for men story). It contains glycerin, ceramide and hyaluronic acid, a trio of hydrators that work together to keep skin moisturized post-cleanse.
Vitamin C Serum
A Hydrating Serum That Helps Smooth Fine Lines
L'Oréal Paris Revitalift 10% Pure Vitamin C Face Serum
Antioxidant-rich vitamin C serums protect against environmental stressors, stimulate collagen and brighten skin hyperpigmentation. These should ideally be applied in the morning so they can go to work protecting skin against UV rays and pollution throughout the day. However, Murphy-Rose cautions that certain formulas can cause skin irritation, breakouts or clogged pores, so she recommends choosing a formula that’s tailored to your skin type. If you’re new to this type of product, the L’Oréal Paris Revitalift 10% Pure Vitamin C serum is our best value pick in our roundup of the top vitamin C serums since it’s a well-tolerated option that is suitable for most skin types.
Chemical Sunscreen
An Unscented, Lightweight Option For Daily Use
Coola Classic Face Sunscreen SPF 50
Sunscreen is a non-negotiable for maintaining healthy, radiant skin thanks to its built-in protection against the sun’s rays. Amin recommends choosing one with SPF 30 or higher. Meanwhile, Murphy-Rose adds that a broad-spectrum formula will cover all your bases by protecting against both UVA and UVB rays. If you’re seeking a non-greasy option for daily use, Coola’s Classic Face Sunscreen SPF 50 fits both of those requirements. It’s also a favorite among dermatologists—and the Forbes Vetted beauty team, who selected it as best overall in our face sunscreens evaluation due to its lightweight feel and barely detectable finish that leaves no sticky residue.
Mineral Tinted Sunscreen
A Lightweight, Tinted Formula That Easily Blends Into Skin
EltaMD UV Clear Tinted Sunscreen SPF 46
“For someone experiencing hyperpigmentation, sun spots or melasma, I recommend a tinted sunscreen for added protection,” says Amin. Tinted sunscreens act as a hybrid between moisturizers and light-coverage foundations, with many offering skincare benefits. A high-quality option should ideally hydrate, cover minor blemishes, mask redness and create a glowing base—all without weighing down your skin. The EltaMD UV Clear Tinted Sunscreen SPF 46 is an excellent tinted moisturizer with SPF, especially for acne-prone skin thanks to its blend of niacinamide, hyaluronic acid and lactic acid, which calm and protect reactive skin types.
Retinol Cream
A Slow-Release Firming Cream That's Great For Beginners
MOST POPULAR
Paula's Choice 1% Retinol Treatment
“If you haven’t started using a topical retinol or prescription retinoid, now is the time,” says Murphy Rose, explaining that vitamin A-derived products have been proven to improve skin texture, treat fine lines and wrinkles, plus reduce hyperpigmentation—among many other perks. If you’re new to retinol, start with a lower-concentration formula like Paula’s Choice 1% Retinol Treatment two to three times a week and gradually increase the frequency as your skin builds tolerance. This editor-approved formula (the top pick in our best retinol creams story) features a controlled-release delivery system that allows active ingredients to absorb gradually, helping to prevent skin from drying out.
Retinol-Alternative Serum
A Gentle, Skin-Smoothing Option With Plant-Based Ingredients
If you’re pregnant or breastfeeding and want an effective skin treatment sans retinol, consider a plant-based formula that offers similar results. Sung recommends the Doctor Rogers Night Repair Treatment, which combines bakuchiol (a gentle, botanical retinol alternative) with glycolic acid, salicylic acid and antioxidants to gently exfoliate and hydrate skin while reducing the appearance of fine lines and wrinkles.
Brightening Eye Cream
A Gentle Formula Designed For Sensitive Skin
Ilia Bright Start Activated Eye Cream
As the skin around your eyes becomes more delicate and prone to fine lines, both Amin and Murphy-Rose recommend incorporating an eye cream into your morning and evening skincare routines. Beyond standard moisturizers, eye creams typically feature dedicated ingredients to help brighten discoloration and stimulate collagen production. Amin suggests using eye cream with vitamin C in the morning and retinol in the evening. For beginners or those with sensitive skin, the Ilia Bright Start Activated Eye Cream is one that our editors stand behind (it’s featured in our guide to the best eye creams). Packed with brightening avocado extract, it reduces the appearance of dark circles while a caffeine-peptide blend helps reduce puffiness.
Clarifying Mask
A Potent Treatment That Tackles Blemishes
Tata Harper Clarifying Mask
Face masks can serve as an indulgent addition to your skincare routine, targeting specific concerns like dryness, dullness, acne or discoloration. Among the many options available, the Tata Harper Clarifying Mask stands out as a versatile formula suitable for almost every skin type. It potent blend of salicylic acid, clay and micro-crystals effectively treats breakouts and blemishes while minimizing the appearance of pores. Much like an LED face mask, clarifying face masks aren’t a replacement for in-office treatments with a skincare professional. However, they can be an excellent alternative for maintaining your skin between visits.
MORE FROMFORBES VETTED
Why Trust Forbes Vetted
Our team has published hundreds of beauty and grooming articles. This includes related skincare stories like the best skincare routine for your 40s and skincare for women over 50.
- This article was written by Forbes Vetted home and kitchen editor Sholeen Damarwala, who has over a decade of experience covering lifestyle topics including beauty. She’s tested most of the products featured, including the HigherDose LED mask and Coola sunscreen.
- All picks were curated by Forbes Vetted deputy editor Jane Sung, who oversees the beauty and grooming vertical and has been covering style and wellness for more than 15 years.
- We consulted two board-certified dermatologists, Dr. Blair Murphy-Rose and Dr. Mina Amin, for their expert knowledge on skin changes in your 30s and the best products for that age group.
How We Chose the Best Skincare For Women Over 30
To curate the best skincare routine for your 30s, we combined hands-on testing and our market knowledge with insights from dermatologists and our own thoroughly researched articles across various skincare categories.
- We evaluated top ingredients, treatments and formulas, then consulted experts for additional opinions.
- Many of the products were tested firsthand by Forbes Vetted editors and contributors.
- The dermatologists we interviewed also shared their top product picks and offered tips for choosing skincare products in your 30s.
