Straight on the heels of Friday’s post featuring new fav Estee’s Illuminating and Even Skintone Illuminator, is a post dedicated simply to my love of SERUM. It’s skincare 101 girls. We can’t live with[out] it, we can’t live without it.

Serums are absolutely effing necessary, and it’s never too early to start. Yes, I am talking to you college girls. Packed with active ingredients and antioxidants, the molecular structure of a serum penetrates deep into the skin targeting specific problems, like wrinkles, pigmentation, fine lines, redness, acne and encourages cell renewal and collagen production, restores radiance, reduces the appearance of age spots and soothes irritation. A serum will keep your skin frozen in time. Well not really, but you get the gist. If you are going to splurge on skincare (which you should), there are two musts, the eye cream and the serum.

These are my favorite serums, today.  These little gems are a wise investment girls (if you want to stay young and pretty).

TIP: Apply your serum to slightly damp skin. It goes on smoother and will sink in more effectively. Wait a minute or so before adding moisturizer.

La Mer Brightening Essence Intense, $290 – My latest love. Worth the splurge. Every time I wash my face, I notice how smooth it feels. “The VibraWhite Ferment™ Blend combines three advanced ferments to minimize the look of uneven pigmentation. The nutrient-rich Miracle Broth™, the heart of La Mer’s profound powers of transformation, hydrates, softens and helps empower skin’s natural renewing abilities. Skin looks clear, translucent, more lifted and firmed as pores are visibly diminished.”

Eve Lom Intense Hydration Serum, $95 – This cult hit delivers instant results. “Clinically proven to increase your skin’s moisture levels by up to 20% in just two hours, our simple but highly effective concentrate uses Hyaluronic Acid to help smooth, plump, hydrate and protect your complexion.”

Estee Lauder Intense Skintone Illuminator, $92 – You know the drill. “In just 2 weeks: 62% of women showed a significant improvement in skintone in a clinical test.” Plus it gives you an instant radiant glow!

Caudalie Vinoperfect Radiance Serum, $72 – This is the best for hyper-pigmentation and acne! My photographer Madeline Wolf swears by Caudalie’s serum. “In a test carried out on 20 volunteers after use of Vinoperfect Regimen, under dermatological control: Volunteers saw disappearance of one or more dark spots after 56 days.”

Tata Harper Rejuvenating Serum, $150 – You all know I LOVE Tata, and she’s pretty much a full time obsession. This serum feels like natural botox. “This award-winning anti-aging collagen treatment visibly minimizes the signs of aging by reducing the appearance of wrinkles and fine lines and restores strength, vitality and radiance to the skin.”

For a little bonus, my new editor swears by La Prairie’s Marine Biology Tonic, $95, a “triple-phase serum” that can help restore your skin’s youthful glow. “Formulated with this exclusive aqua culture and mineral-rich Sea Water, this tonic is a breakthrough triple-phase treatment lotion that combines active ingredients at the moment of application for optimum benefit.”

You simply must get serious about serum. Like NOW.