With so many anti-ageing creams and moisturisers on the market, it can be hard to know where to start when choosing the most effective formula.
'It's hard to separate the heroes from the hype,' agrees the Good Housekeeping Institute's senior beauty researcher Clare Durrant.
However, being wised up on your ingredients is definitely a good place to start.
'I'm a fan of niacinamide as studies show it improves hydration, reduces micro-inflammation and UV damage and also has texture and tone benefits,' says Clare. '
Retinol is another proven anti-ager, as is the peptide Matrixyl, which used at correct levels has been shown to have anti-wrinkle effects,' says Clare.
'A vine extract, Resveratrol, is also now found a number of creams, as is hyaluronic acid. They've both been around for a while but recent research has shown a microform of hyaluronic acid to be very effective in combination with stabilised resveratrol, helping to plump out the skin.
'Glycerin is still one of the best long-standing, inexpensive and effective moisturising ingredients and is found in many products,' she concludes.
So there you have it – now you know what to look out for!