A recent story in the Los Angeles Times revealed that sales of men’s toiletries are expected to reach $2.6 billion this year. That means that now more than ever men are embracing proper skincare (no matter what you tell your gym buddies). If you’re looking for strong skin, you need the step-by-step routine practiced already by the ladies: 1) Cleanse, 2) Tone, 3) Serum, 4) Moisturize.
The problem is, most guys pass over the third step —serums—which is arguably the most crucial part of the process. Think of your moisturizer as the defense: it topically treats your skin, protects the surface, and instantly hydrates. But the serum is the aggressive offense; packed with intense concentrations of antioxidants and vitamins, it goes right down to the pore to do the dirty work. To help you decipher, we picked our favorites and narrowed it down by skin concern. You’re welcome.—Phillip Picardi