Time to add in actives (Picture: Getty)

Skincare doesn’t have a hard and fast rule book, but turning 30 is often seen as the age to become more diligent with smart ingredients.

So why does entering your fourth decade matter so much when looking at skin health?

Victoria Evans, education manager at Dermalogica UK, says: ‘From the age of 30 the natural ageing process kicks in.

‘It’s estimated we start to lose 1% of our collagen per year from the age of 30 and our skin cell renewal rate starts to slow.

‘This impacts skin’s ability to retain moisture, firmness and glow so actives such as retinol, vitamin c and hydroxy acids help boost these natural processes to maintain skin health.’

We need to take greater care because, as Victoria says: ‘Skin will continue to age as cellular processes to continue to slow each decade.

‘Skin becomes thinner, drier and more delicate thus needs more focused attention and care than in our earlier years.’

Okay, we’ll admit, it’s not the best news to hear on your milestone birthday. But stepping up your skincare game could make all the difference.

What should your basic skincare look like?

Any effective skincare routine is tailored to the individual, but there are some basic building blocks for a robust and thorough routine.

If you haven’t introduced these ingredients into your routine by 30, Victoria says they should now make an appearance:

A broad-spectrum SPF30-50 year-round to defend against skin damaging UV radiationVitamin C for antioxidant defence and collagen supportA gentle hydroxy acid like Lactic Acid to keep cell renewal ticking over for smoother skin and a radiant glow

Retinol is often cited here, but not everyone needs this ingredient – if your routine is working for you just fine without it, there’s no need to shake things up unnecessarily.

If you haven’t used vitamin c and acid before, you should introduce these ingredients carefully.

‘Try one new addition at a time and give skin a good few weeks to acclimate,’ Victoria advises.

‘If your skin doesn’t like it, it’s easier to determine the culprit than if you change your whole routine.’

The ideal routine

AM routine

Prep skin with a double cleanse and use a gentle daily exfoliant.

Treat skin with a hydrating or antioxidant serum – such as hyaluronic acid or vitamin C.

Use a moisturiser containing SPF30-50.

PM routine

Prep skin with a double cleanse. Use an oil-based cleanser first to melt through makeup and pollutants.

Treat skin with a targeted serum or oil – such as retinol or peptides.

Boost radiance with a night-time moisturiser designed to enhance skin recovery overnight.

Victoria says: ‘To personalise your regimen to your skin condition, select an appropriate cleanser for your second cleanse such as a prebiotic clay cleanser for oily congested skin.

‘You can also tailor the “treat” step with a targeted serum for your main concern.

‘For example, a salicylic acid based serum for breakouts or a niacinamide serum for fading hyperpigmentation.

‘The weight of your moisturiser (oil free to lipid rich) can also be adjusted to suit how oily or dry your skin is.’

There’s no need for a 12 step routine here – this should do the trick.

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Skincare doesn’t have a hard and fast rule book, but around 30 is seen as an age to become more diligent with smart ingredients.