As a woman in her mid 30s, talk at brunch is often centered around preventative skin care (thrilling, I know). Many of my girlfriends were extremely proactive and started uses retinol in their early 20s, whereas I hadn't even touched the buzzy ingredient, which is a form of vitamin A, until I was 34 years old.
According to Dr. Dara Spearman, a board-certified dermatologist and the owner of Radiant Dermatology Associates, retinol use is an important part of any skin care routine and starting or maintaining is essential for women in their 30s. Retinol "prevents early signs of aging by stimulating collagen production which decreases with aging," she explains.
If you're anything like me and are fashionably late to the retinol party, we've got you covered. We found the best expert-recommended and editor-tested serums, creams and moisturizers to help achieve a brighter glow. Don't worry — we're here to help make your 30s the best decade yet!
Keep scrolling to find top-rated products from popular brands like Kiehl's, La Roche-Posay, L’Oréal and more — starting at only $15.
Editor favorite$undefined$55.00
Why should you start using retinol in your 30s?
Whether you're on the brink of turning 30 or about to celebrate the big 4-0, retinol use is a must.
"Retinol can be used by people in their thirties as part of a skin care routine aimed at prejuvenation, or using specific skin care products to limit or slow the appearance of fine lines and wrinkles," states Dr. Brendan Camp, a double board-certified dermatologist in dermatology and dermatopathology.
"The long-term, consistent use of retinols can increase collagen production, which helps improve the firmness of skin and the appearance of fine lines," adds Camp. "By regulating skin cell turnover, retinols can correct issues related to skin texture. Retinols have also been found to aid in the correction of blemishes and sunspots," he shares.
Spearman adds that in addition to fighting acne, retinol can also help unclog pores by increasing skin cell turnover and decreasing oil production. Additionally, she suggests that retinol can also boost skin radiance, providing a more youthful appearance by getting rid of dead skin cells.
The best expert-approved and editor-tested retinol products for your 30s
Best overall: L'Oréal Paris Revitalift Triple Power Anti-Aging Moisturizer
- Not greasy
- Lightweight
- Very moisturizing
- May be heavy on skin
Size: 1.7 oz. | Key ingredients: Hyaluronic acid, vitamin C | Format: Moisturizer | Retinol strength: N/A
Not only was this skin care product a Shop TODAY Beauty Awards 2024 winner for best overall anti-aging moisturizer, but it also has 30,000+ five-star ratings on Amazon. Great for sensitive skin, this lightweight moisturizer is enriched with pro-retinol, hyaluronic acid and vitamin C to help reduce wrinkles in as little as one week.
Editor favorite:Paula's Choice Triple Active Total Repair Serum
- Moisturizing ingredients
- No fragrance
- May leak from nozzle
Size: 1.0 oz. | Other key ingredients: Niacinamide, glycerin, castanea sativa (chestnut) leaf extract | Format: Serum | Retinol strength: 0.3%
"My journey with retinols has been tricky sense my skin is really dry and sensitive," shares associate editor Shannon Garlin. "Even when I use it just once a week, I will wake up with red skin. This Paula's Choice option has been a game changer, it contains the brand's own "retinyl" complex along with niacinamide and glycerin, which leaves my skin feeling refreshed, firm and hydrated," she adds.
Garlin has been using this moisturizing retinol serum once or twice a week for over a year and hasn't had a reaction yet!
Great for beginners: La Roche-Posay Redermic R Retinol Cream
- Smooths skin
- Nice texture
- Reduces pores
- Smell may be strong
Size: 1.0 oz. | Other key ingredients: Glycerin | Format: Cream | Retinol strength: 0.25%
"This is a popular choice for sensitive skin and those new to retinol," suggests Spearman. Formulated with glycerin, La Roche-Posay's Redermic R is an anti-aging formula designed to visibly reduces upper lip, forehead and crow’s feet wrinkles, according to the brand.
Enriched with vitamin C:Alpyn Beauty Clarifying Facial Oil with Retinol & Pink Algae
- Improves skin texture
- Easy-to-read ingredients
- Reduces pore size
- Start with nightly usage only
Size: 1.0 oz. | Other key ingredients: Pink algae, salicylic acid, vitamin C and licorice root | Format: Oil | Retinol strength: N/A
"Alpyn Beauty is a brand I've been admiring thanks to their commitment to the environment through their responsible ingredient sourcing and partnership initiatives," explains senior editor Jess Bender. "Beyond how much they care about the process to make their products, they also make skin care that's extremely effective. Case in point, their launched facial oil made with a blend of retinol, pink algae, salicylic acid and various plant-derived oils and extracts," she adds.
While Bender can't speak on how effective it is against fine lines, she has noticed her skin texture smoothing out and a subtle difference in her pore size after about three weeks of using (nightly).
Expert pick: SkinMedica Retinol Complex .25
- Absorbs quickly
- Doesn't irritate skin
- Soft and smooth on skin
- May cause dryness at first
Size: 1.0 oz. | Other key ingredients: PhytoShield complex Format: Lotion | Retinol Strength: 0.25%
"[This is] a good starting point for those new to retinol or with sensitive skin," says Spearman. "This lower concentration gently encourages skin turnover and improves the appearance of fine lines, texture and tone. It can address skin texture, dullness and fine lines while being gentle enough to avoid irritation," she continues.
Gentle and comes in travel size:Paula's Choice 1% Retinol Treatment Cream
- Gentle on skin
- Helps with acne
- Mixed reviews on results
Size: .17 oz. or 1.0 oz. | Other key ingredients: Hyaluronic acid, vitamin C | Format: Cream | Retinol strength: 1%
“Although it’s a bit stronger, Paula’s Choice Retinol Treatment also contains antioxidants and soothing ingredients like vitamin C and licorice extract, making it ideal for those who want to address both early signs of aging and skin texture without a harsh formula,” explains Spearman.
This gentle retinol cream also comes in a travel-size which can easily be packed in your suitcase for continuing your regular skin care regime on vacation.
Gentle on skin:Kiehl's Daily Micro-Dose Anti-Aging Retinol Facial Serum
- Gentle formula
- Safe to use everyday
- May not last long
Size: 1.0 oz. | Other key ingredients: Ceramides, peptide | Format: Serum | Retinol strength: N/A
"This is the first retinol product I ever used, and I like it because it's gentle enough for everyday use," says editor Kelly Vaughan who is turning 30 this year. "I never once experienced any irritation while using this product alone or with the rest of my skincare routine," she states.
"The formula is lightweight and blends easily into the skin (no pilling!) and it has definitely improved the fine lines in my neck and forehead," adds Vaughan.
Good for retinol pros:Peter Thomas Roth Retinol Fusion PM Night Serum
- Softens skin
- Lightweight
- Very moisturizing
- Mixed reviews on greasiness
Size: 1.0 oz. | Other key ingredients: Vitamins C and E, squalane | Format: Serum | Retinol strength: 1.5%
Camp recommends this lightweight nighttime serum from Peter Thomas Roth. "Time-released microencapsulated 1.5% retinol allows for improved tolerability through the slow release of retinol into the skin," he explains.
This moisturizing serum is infused with vitamins C and E as well as squalane to help soothe the skin for a fresher overall appearance.
Say goodbye to wrinkles: Dr. Dennis Gross Skincare Advanced Retinol + Ferulic Triple Correction Eye Serum
- Helps reduce wrinkles
- Hydrating
- Nice texture
- Pricey for amount of product
Size: .5 oz. | Other key ingredients: Bakuchiol, rambutan | Format: Serum | Retinol strength: N/A
When it comes to finding a hydrating eye serum, Camp suggests this vegan option from Dr. Dennis Gross. "Retinol and a plant-based bakuchiol, thought to be as effective as retinol but better tolerated, are features in this eye serum to address fine lines and wrinkles in the periocular area," he explains.
You glow, girl: Shani Darden Retinol Reform Anti-Aging Serum
- No scent
- Comes in travel size
- Brightening
- Could irritate acne-prone skin
Size: .34 oz. or 1.0 oz. | Other key ingredients: AHA, pyrus malus (apple) fruit extract | Format: Serum | Retinol strength: N/A
Bender admits that this luxe Shani Darden product was the first retinol serum she'd ever tried. "The immediate results I've seen are more tied to an increased brightness in my complexion and a more even skin texture, so I'm eager to see the long-term effects over time," she shares.
Splurge option: Mother Science Retinol Synergist
- Great results
- Not irritating
- Use every other day
Size: 1.0 oz. | Other key ingredients: Malassezin, lipid concentrate, encapsulated retinol, trehalose | Format: Serum | Retinol strength: N/A
"I don't do well with retinol-based products, so the Retinol Synergist has been a game-changer in my skin care routine," explains commerce writer Jannely Espinal. "The formula has a nice thick texture, ideal for sensitive skin like mine. Also, I have noticed my wrinkles have been minimized since using it and my skin feels smoother and even," she says.
Nivea Skin Firming and Toning Gel Cream
This cream promises to improve firmness in as little as two weeks.
$13.98
Amazon
LilyAna Naturals Eye Cream
This eye cream promises to reverse signs of aging.
$22.99
Amazon
$29.99
LilyAna Naturals
Bio-Oil Skincare Body Oil Serum
Our editors love this oil for hydration without a greasy feel.
$21.49
$23.49
Amazon
Nail-Aid Keratin 3 Day Growth Nail Treatment & Strengthener
This treatment can be used as both a base and top coat.
$4.48
Amazon
Essence Lash Princess Mascara
We love this affordable formula that doesn’t compromise lift.
$4.99
Amazon
$4.99
Ulta
$4.99
Target
Clinique Almost Lipstick in Black Honey
One editor has been wearing this classic shade for over 20 years.
$25.00
Amazon
$25.00
Ulta
$25.00
Nordstrom
Brighten under eyes with this balm.
Winner: Most innovative eye cream
$38.00
Tula
$38.00
Amazon
$38.00
Target
Rizos Curls Curl Defining Cream
Define curls and tame frizz with this nourishing cream.
$15.39
$21.99
Amazon
Resurfacing Retinol Serum
This affordable find is an easy introduction to retinol.
$18.68
$21.99
Amazon
$21.99
Ulta
$18.68
$23.73
Walmart
Laura Geller Baked Color Correcting Foundation
This foundation builds effortlessly to achieve a chic makeup look.
$17.10
$37.00
Amazon
$19.99
$38.00
Laura Geller
L’Oréal Paris Infallible 3-Second Setting Spray Mist
This spray promises to lock in makeup for up to 36 hours.
$10.98
$13.99
Amazon
$10.99
Target
Mielle Scalp & Hair Strengthening Oil
Experts say that rosemary oil can help with hair growth.
$9.97
Walmart
$7.69
$10.99
Ulta
$9.57
Amazon
More retinol products to shop
Most budget-friendly: The Ordinary Retinal 0.2% Emulsion
- Softens skin
- Affordable
- Can irritate sensitive skin
Size: 0.5 oz. | Other key ingredients: Synthetic oat analogues | Format: Serum | Retinol strength: 0.2%
This affordable serum contains synthetic oat analogues as well as encapsulated retinal (a faster-acting form of retinol). Given its powerful strength, this retinol product rapidly firms and smooth skin after only one week.
Helps with pigmentation: CeraVe Resurfacing Retinol Serum
- Feels gentle
- Moisturizing
- Low retinol percentage
Size: 1.0 oz. | Other key ingredients: Niacinamide, licorice root extract | Format: Serum | Retinol strength: N/A
Shop TODAY contributor Colleen Sullivan tested this budget-friendly CeraVe retinol serum and was instantly mad at herself for not trying sooner. "Adding this anti-aging ingredient to my skincare regime was an easy and inexpensive beauty move," she explains. "I’m happy to say small areas of pigmentation have diminished and my skin looks fresher than ever," Sullivan adds.
Hydrating and cost-effective:RoC Retinol Correxion Line Smoothing Max Hydration Cream
- Helps with wrinkles
- Very creamy
- Not greasy
- May cause redness
Size: 1.7 oz. | Other key ingredients: Hyaluronic acid | Format: Cream | Retinol strength: N/A
This dermatologist-tested retinol cream is infused with retinol and hyaluronic acid to help hydrate the skin and reduce the look of wrinkles. Free of parabens and oils, this anti-aging cream also has an impressive 10,000+ five-star ratings on Amazon.
Shark Beauty CryoGlow Cooling + LED Face Mask
Winner: Most innovative skin tool
$349.99
Amazon
$349.99
Shark
$349.99
Ulta
E.l.f. Bright Icon Vitamin C + E + Ferulic Serum
Winner: Best antioxidant serum
$16.97
Amazon
$17.00
Ulta
$17.00
Target
Tula Skin Care Barrier Balance Ceramide Body Moisturizer
Winner: Most immediate results
$32.00
Tula
$25.60
$32.00
Amazon
$32.00
Ulta
Essie To The Rescue UV Gel Damage Repair
Winner: Best repair treatment
$7.55
$12.00
Amazon
$12.00
Essie
$11.99
Target
Versed Multi-Serum Skin Tint SPF 40
Winner: Best 2-in-1 tinted moisturizer
$19.99
Versed
$19.99
Target
$19.99
Ulta
Innisfree Green Tea Enzyme Vitamin C Brightening Toner Pads
Winner: Best value exfoliator pads
$28.00
Amazon
$28.00
Sephora
$28.00
Innisfree
Good Molecules 5% Niacinamide Serum with Ectoin
Winner: Best value serum
$8.00
Amazon
$8.00
Ulta
$8.00
Good Molecules
Almay Thickening & Tint Hypoallergenic Volume Mascara
Winner: Best value mascara
$10.38
Amazon
$10.38
Walmart
$10.49
Target
Beekman 1802 Micellar Milk Froth Cleansing Gel
Winner: Best 2-in-1 makeup remover
$29.00
Amazon
$29.00
Target
$29.00
Beekman 1802
The Mane Choice The Alpha Bond Repair Leave-In Conditioner
Winner: Best leave-in conditioner for instant results
$13.97
$14.99
Amazon
$14.99
The Mane Choice
$13.97
Walmart
Elizabeth Arden Retinol + HPR Ceramide Capsules
Winner: Best overall retinol
$84.15
$99.00
Amazon
$99.00
Elizabeth Arden
Frequently asked questions
The answer is yes. "Overuse of retinol can be associated with dermatitis, which is characterized by redness, dryness and flaking," explains Camp. "It can also make skin more sensitive to the sun. To limit skin irritation, start using retinol slowly to allow your skin to adapt," he suggests.
"Consider applying it every third night for a month, then every other night for a month, and then nightly if tolerated. Always remember to use an SPF moisturizer in the morning," Camp recommends.
How we chose
The Shop TODAY team rounded up the best retinol products for your 30s by enlisting the recommendations of two board-certified dermatologists. We also asked our editors in their 30s to share a few tried-and-true favorite products as well, specifically focusing on retinols that contain hydrating ingredients and cater to a variety of skin types.
Meet the experts
- Dr. Dara Spearman is a board-certified dermatologist and the owner of Radiant Dermatology Associates in Fort Wayne, Indiana.
- Dr. Brendan Camp is double board-certified in dermatology and dermatopathology at MDCS Dermatology in New York.
