Last Updated: October 22, 2021

The 21 best serums for natural skincare.

WRITTEN BY Grove Collaborative • 32 min read

Face serums can work wonders on your complexion! Serums come in a variety of formulations, each designed with different outcomes for your skin. Whether you’re looking for the best serums to soothe your sensitive skin or you want to reduce the appearance of fine lines and wrinkles, you should choose a skin serum that best suits you.


Face serum benefits include improving and toning acne-prone skin, helping to prevent skin damage from UV light and environmental contaminants, and adding hydration to aging complexions. Bonus: Unlike many facial oils and face creams, serums don’t typically go on heavy or feel greasy, even for oily skin types.


Of course, what’s healthiest for your skin is what Mother Nature creates. Grove carries a variety of face serums that contain highly concentrated and naturally derived active ingredients such as vegan collagen, vitamin-rich antioxidants, plant-based amino acids, seed oils, and fruit extracts.


We’ve gathered a few serum faves here to help plump, firm, and hydrate your skin. Take a look at the list below.


This list of products was determined by ratings and reviews from Grove members.

1. Tree To Tub Triple Vitamin C Brightening Serum

product image

Lemon water not your thing? Give your skin a Vitamin C boost without downing citrus-filled drinks or taking annoying supplements. This Tree To Tub Triple Vitamin C Brightening Serum combines three types of vitamin C — MAP, SAP, and AG — to help boost your skin’s collagen production and even out your skin tone, too. This serum is hypoallergenic, …

(187)
1 oz
$25.99
Shop Now

2. Superbloom Superbloom “Bounce Bak” Bakuchiol Serum - Clinically Proven to Reduce Wrinkles

product image

A natural retinol alternative serum, without the drying side effects, that’s clinically proven to reduce fine lines and wrinkles and even skin tone.

Skin types: All
Helps defend against: Free radicals that cause premature aging

  • CLINICALLY PROVEN TO REDUCE VISIBLE SIGNS OF AGING*
    Superbloom’s Bounce Bak Radiance Serum reduces fine lines …

(54)
0.5 FL OZ
$39
Shop Now

3. Superbloom Vitamin C & E Serum - Brightens & Hydrates

product image

A vitamin C & E day serum with alpine rose stem cells to naturally reduce dark spots and hyperpigmentation while brightening and hydrating skin.

Skin types: All
Helps defend against: Free radicals from sun exposure

  • FOR FIRMER, BRIGHTER SKIN & FREE RADICAL PROTECTION
    Superbloom’s Vitamin C & E Brilliance Serum targets dark spots and …

(63)
0.5 FL OZ
$39
Shop Now

4. Mad Hippie Vitamin A Serum

product image

The sun can do a lot of damage to your skin. Give it the protection it needs with Mad Hippie Vitamin A Serum. Feared by wrinkles and sun damage alike, this next-level serum is like your own personal bodyguard (well, skin guard). Not only does it work to dramatically reduce the appearance of wrinkles, but it also helps with discoloration to give …

(3)
1.02 oz
$32.99
Shop Now

5. LOLI Beauty LOLI Beauty Plum Elixir Organic Face Oil

product image

Nourish parched skin, chapped lips, and dry or damaged hair with LOLI Beauty Plum Elixir Organic Face Oil and experience the rejuvenating effects of this mega-hydrating serum. Just 3-5 drops of this plum oil face serum to your face, neck, and decollete smooths fine lines, restores your complexion, and leaves your skin positively glowing. Grove …

(14)
0.95 fl oz
$68
Shop Now

6. One Love Organics Botanical C Facial Serum

product image
Botanical C Facial Serum takes a triple-action approach to help boost skin dulled by stress and environmental elements. This plant-powered formula uses two potent sources of Botanical C, synergistic C boosters – organic green tea and Vitamin E – and a clinically proven botanical active to increase luminosity and nourish skin for a more radiant, …
(2)
1 oz
$75
Shop Now

7. One Love Organics Botanical E Serum

product image
Botanical E Youth Preservation Serum is a powerful plant based, non-phototoxic serum with a potent blend of Vitamin E rich botanicals to preserve skin’s youthful appearance.

Botanical E Youth Preservation Serum proves that not all serums are created equal. Featuring powerhouse ingredient, Vitamin E, a potent antioxidant with nourishing and …
(2)
0.3 oz
$29
Shop Now

8. Andalou Naturals Brightening Turmeric + C Enlighten Serum

product image

Get that tighter, brighter-looking complexion you’re craving with Andalou Naturals Brightening Turmeric + C Enlighten Serum. This vegan product targets over-exposed surface cells to help you achieve light and luminous skin. Formulated with natural ingredients like turmeric, vitamin C, and Andalou Naturals proprietary fruit stem cells, this …

(4)
1.1 oz
$26.99
Shop Now

9. Mad Hippie AHA Exfoliating Peel

product image

Tired of age spots and other skin discoloration due to hyperpigmentation? Put this Mad Hippie Exfoliating Serum to the test as it removes dead skin cells and brightens your complexion, naturally. This exfoliating face serum uses 10% alpha hydroxy acids (9% glycolic plus 1% lactic acids) to reduce the appearance of wrinkles and improve the feel of …

(2)
1.02 oz
$34.99
Shop Now

10. Lina Hanson Global Face Serum

product image

The skin-balancing formula in this Lina Hanson Global Face Serum is a multi-tasker, designed to moisturize while it brightens. Let your skin soak up this absorbent serum in the morning, as a primer before applying your makeup, so you can get up and glow! After cleansing your face in the evening, apply another pump for overnight hydration.

Lina …

(1)
1 oz
$85
Shop Now

11. Acure Radically Rejuvenating Dual Phase Bakuchiol Serum

product image

Shake up your skincare routine layer by layer with Acure Radically Rejuvenating Dual Phase Bakuchiol Serum. This unique, dual-phase ampoule contains soothing and clarifying blue tansy oil, probiotics, resveratrol, and bakuchiol. The top layer is an antioxidant- and probiotic-rich essence, and the bottom is a moisturizing serum blend. Simply shake …

(30)
0.67 Oz
$19.99
Shop Now

12. Rooted Beauty Brightening Vitamin C Serum - Smooths Lines and Evens Skin Tone - No Harsh Chemicals

product image
A lightweight, fast-absorbing vitamin C serum that doesn’t degrade that 9 out of 10 customers say left their skin smoother, brighter and more hydrated.

Skin types: All

  • 9 out of 10 users say their skin looks brighter and smoother without irritation*
    Customers surveyed loved this vitamin C serum for its lightweight feel on skin, non-irritating …
(81)
1 Oz
$24.95
Shop Now

13. Pai Back To Life Hydration Serum

product image

A Glass Of Water For Thirsty Skin

Proven to provide long-lasting hydration without irritation. Skin feels more comfortable and resurrected. Drink it in.

*Packaging May Vary

Tp use: Massage 2-3 drops on clean skin. If you like, follow with Pai Day Cream in the morning and Face Oil in the evening.
(5)
2 oz
$74
Shop Now

14. Kari Gran Essential Serum

product image
This ultra-concentrated velvety, versatile serum balm nourishes and hydrates with organic oils of Camellia and Rosehip and helps soothe with organic Arnica and Sea Buckthorn CO2. Your skin will feel ultra-hydrated and smoother, without an oily residue.

In the am: Mix 1 pump Essential Serum + 3 pumps of Essential Hydrating Tonic. In the pm: Mix 2 …
(16)
1 oz
$60
Shop Now

15. Mad Hippie Vitamin C Serum

product image

A serum that finally works to improve the overall appearance of skin — it’s even got the awards and praise from top magazines like Marie Claire and Allure to prove it. This Mad Hippie Vitamin C Serum features a well-balanced blend of antioxidants that go to work on skin to improve its appearance. With vitamin C, vitamin E, ferulic acid, hyaluronic …

(23)
1.02 oz
$33.99
Shop Now

16. Tree To Tub Double Hyaluronic Hydrating Serum

product image

One little bottle, double the hyaluronic acid. This Tree To Tub Double Hyaluronic Hydrating Serum combines high-molecular-weight hyaluronic acid with low-molecular-weight hyaluronic acid to deeply moisturize skin without irritating it like other serums that can be packed with chemicals. This hydrating serum is sulfate-free, paraben-free, SLS-free, …

(162)
1 oz
$25.99
Shop Now

17. One Love Organics Gardenia + Tea Antioxidant Body Serum

product image

Don’t have time to rub in moisturizing lotions and creams all over your body? Try this spray bottle of One Love Organics Gardenia and Tea Antioxidant Body Serum. Mist the serum where your skin needs it most, front and back, for an intensely hydrating treatment that promotes firmer, smoother, and more supple skin.

Use this Gardenia and Tea …

(5)
4 oz
$39
Shop Now

18. Acure Radically Rejuvenating Serum Stick

product image

Get a fresher, younger, and healthier appearance by adding serum into your skincare routine. This Acure Radically Rejuvenating Serum Stick is easy to take with you anywhere to make sure you never miss a day of skin pampering, and it’s easy-to-twist package makes it super simple to use. It’s made with natural ingredients such as marula oil, rose, …

(61)
1 oz
$18.99
Shop Now

19. OSEA Hyaluronic Sea Serum

product image

Each 1-ounce bottle of OSEA Hyaluronic Sea Serum is small yet mighty in its age-defying power to smooth wrinkles and replenish dry, thirsty skin. Organic seaweed extracts enrich your complexion with vitamins, minerals, and antioxidants. This high-performance serum’s lightweight formula absorbs instantly with a nongreasy texture that leaves a …

(15)
1 oz
$88
Shop Now

20. Ursa Major Brighten Up Vitamin C Serum

product image

Tired skin got you feeling weighed down? Then it's time to lighten up with Ursa Major Brighten Up Vitamin C Serum. This featherweight face serum goes deep to provide instant hydration while brightening and smoothing your skin's tone and appearance. Use alone, or layer beneath your favorite daily face lotion or night cream for rejuvenating radiance. …

(16)
1.7 oz
$54
Shop Now

21. Tree To Tub Collagen Quench Vegan Serum

product image

Double Skin Quenching with Maxed Out Firmness!

As much as you want to, you simply can’t wish away dry sensitive skin. It’s a unique, beautiful part of you! But the secret to loving the skin you live in is to find a product that loves it too!

And now, when you quench your skin with this Collagen Quench Dual Serum, with its 6 Active Vegan …

(40)
1 fl oz
$39.99
Shop Now

FAQs

What is a face serum?

Face serums are skincare products with concentrated active ingredients — made to nourish, protect, and/or hydrate your skin. Formulated to be lightweight and absorbent, the best serums provide the most visible results, such as diminishing fine lines and plumping sagging skin.


Usually water-based, a skin serum typically feels lighter and absorbs more quickly than facial oil, which only penetrates the epidermis, or outer layer, of your skin. Serums, on the other hand, are designed to deliver a potent dose of skin-thirsty ingredients more deeply under your skin.


Keep in mind there are many different types of serums with a variety of benefits, so look for the face serum that’s best for your skin. Here are a few:


  • Hydrating serums often contain hyaluronic acid, which lubricates skin tissues and helps your skin retain moisture
  • Anti-aging serums typically include retinol (or a natural alternative) for renewing your skin’s youthful glow
  • Skin-brightening serums aim to even out your skin tone and clear up the appearance of blemishes and hyperpigmentation

How do you apply face serums?

That tiny bottle of face serum, especially the best face serums, can be quite pricey. Just think of it as an investment. You want to make sure you get the most bang for your buck, without wasting a precious drop.


Depending on which brand you select, one application may require anywhere from 1–5 drops, so be sure to follow the manufacturer’s directions. Here’s the best way to apply a face serum:


  • Shake the bottle well before use
  • Use the dropper or pump to transfer a small amount to the palm of your hand
  • Gently massage the serum into the skin of your freshly washed face
  • Don’t forget about your neck and décolletage!

Note that some face serums, like those with hyaluronic acid, work best on moistened or damp skin, rather than dry skin. You may also want to use a face toner to tone your skin before application. The effect should be a dewy, rather than a dry, or greasy, complexion.


How do you use serum as part of a skincare routine?

You may think you can get by without a daily skincare regimen. However, as we age our skin loses moisture and elasticity, which contributes to fine lines and wrinkles. Overexposure to the sun and free-radical damage can result in discoloration, skin dehydration, and premature aging.


Whether you’ve got age spots or spotty pigmentation, or your skin is battling acne, you’re never too old — or too young — to get started on a good skincare routine.


Hydrate, nourish, and protect your skin from damage with these steps, layering accordingly:


  • After cleansing and toning or misting your face, apply your face serum
  • Next, apply your favorite facial oil and massage it into your skin
  • Once the oil is absorbed, seal in all that moisture with a face cream or moisturizer
  • Finally, be sure to wear a broad spectrum sunscreen for sun protection
  • Hint: If you wear makeup, you can use face serums as your primer

Apply serums to your face morning or night, or both, depending on your needs.


What is Grove Collaborative?

At Grove, we take the guesswork out of which products are good for you and your home. Every product meets strict standards for being nontoxic, effective, sustainable, and cruelty-free. Once you find products you love, we ship to your home on a flexible, monthly schedule.


If you're ready to make the transition to natural cleaning, beauty, and household products, shop Grove Collaborative's natural products for the eco-friendly tools to tackle the job.

Notice to California Consumers: For your opt-out options, see: Do Not Sell My Personal Information