Keeping your skin fresh, vibrant and youthful is the goal for most women at any age. Throughout your life though, your skin has different needs and your skincare regimes need to change to satisfy those needs and keep you looking great.


Your twenties are all about prevention. You need to prevent environmental wear and tear, sun damage and ageing from dehydration. Firstly, daily SPF is a must. Whether you incorporate your SPF into your moisturiser and buy a multi-purpose product, or decide you’d prefer to keep your sunscreen separate, SPF 50+ is one of the most effective ways to prevent premature ageing.

Next up, try expanding your cleansing routine into a two-step process by adding an oil cleanser. Not only is multi-stage cleanser perfect for getting rid of the day’s pollution, it’s vital for millennials who love the multi-layered makeup looks of the past few years.

Lastly, invest in retinol. Products enhanced with retinol increase collagen production and boost cell turnover. Make sure you don’t wear your retinol products during the day though as it increases your risk of sunburn.


Your thirties is the time to invest heavily in anti-ageing products. If you didn’t invest in sun protection and hydration in your 20’s, you may start to see sun spots and redness developing in this decade, but it’s not too late to introduce good quality products.

You’ll need a deeper moisturiser, a heavier night cream and a stronger exfoliator. Already by your thirties, your cell turnover has begun to slow so a deeper exfoliating product is the perfect way to boost your skin’s cell turnover.

Lastly, melasma (hormonally deposited pigment) can form in this decade due to pregnancy or even a genetic predisposition, creating uneven skin tone. Investing in a moisturiser with anti-pigment technology could be the secret to keeping your skin looking fresh in your thirties.


Most women love their skin in their forties as it becomes more balanced and less volatile thanks to hormonal stability. Rather than regular changes in their skin, most women complain about dryness, dullness and wrinkles in this decade. To combat these complaints; it pays to invest in rich hydrating products and heavy eye creams and face oils, particularly products with time release properties.

Swap your old, hefty exfoliator for more gentle products to boost cell turnover without pulling or tearing at your skin. If you’ve been using chemical exfoliants and acne treatments, ditch these in your forties as they create excessive dryness.


In your fifth decade, your chief skin complaints are likely dehydration and thinning. Your skin has well and truly levelled out; no more ups and downs with redness, blotching or break outs. This new stability means you can cater exactly to your skin with specific, rich products.

If you’ve noticed your skin has become more dry, invest in deeply hydrating products. You can also look for products with EGF (epidermal growth factor), a naturally occurring protein the promotes increased cell turnover and rejuvenation. This snazzy protein also helps improve collagen and elastin production which will have significantly slowed in this decade.

Keep your skin looking young and fresh with a few handy products, and you’ll optimise the youthful look of your skin in every decade.

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  • Interested in the over 50s. Skin thinning and dehydration is so noticeable. I’ve taken notes of what I need to look for in moisturisers. I also have acne prone skin so it’s a balancing act


  • A big yes to keeping skin hydrated.


  • I’m almost 40 so am interested to see how much my skin changes over the next few years.


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