How Your Skin Changes In Your 30s—And What to Do About It

As time marches on, our skin doesn’t just look different—it functions differently, too. Collagen and elastin production slow down, causing more pronounced fine lines. Natural oil and moisture levels also drop, leading to dryness and an increased risk of a compromised barrier.

That’s why your skincare routine shouldn’t stay static. What worked in your 20s (think foaming cleansers and acne treatments) might not serve you as well in your 30s. The good news: with a few strategic tweaks to your skincare routine, you can keep your skin healthy, hydrated, and radiant no matter your age.

Start with a gentle, balancing cleanse.

As your skin becomes more delicate with age, you may find that your old favorite cleanser may be stripping your skin, or worse, damaging your skin’s natural moisture barrier.

Consider swapping out your cleanser for one formulated with gentle, plant-based ingredients (like Sunday Riley Ceramic Slip Clay Cleanser), hyaluronic acid, ceramides, and glycerin (like Chemist Confessions Blank Slate Cleanser) for hydration and barrier support.

Hydrate and strengthen your barrier.

(Not so) fun fact: each decade, we lose roughly 6% of hyaluronic acid in our skin. As these levels decline with age, hydration is key. Make sure to incorporate products that pull water into the skin and lock it in.

While your skin is still damp from cleansing, apply a hylauronic acid serum like Good Molecules Hylauronic Acid Serum and follow with a serum rich in ceramides like Facile Destress Redness Redness Calming Serum to lock in hydration and protect your skin’s moisture barrier.

Add antioxidants for brightness and protection.

Hyaluronic acid isn’t the only thing that’s slowing down in our 30s—our bodies also lose about 1% of collagen per year. And because free radicals and UV exposure can accelerate collagen loss, a daily dose of vitamin C can make a big difference in keeping skin looking bright while defending against environmental stressors.

Reach for a vitamin C-packed moisturizer (we recommend Peter Thomas Roth Potent-C Brightening Vitamin C Moisturizer) to keep skin looking radiant.

Don’t forget your eyes.

Because the skin around our eyes is thinner and more delicate, the eye area is often the first to show signs of dehydration and fatigue. In addition to drinking enough water and applying sunscreen (more on that below!), be sure to show your eyes some TLC with skin-loving ingredients like hyaluronic acid, vitamin C, and caffeine.

Our favorites: Try By Terry Hyaluronic Global Eye Serum to smooth and plump the look of skin around the eyes, and Herbivore Super Nova 5% THD Vitamin C + Caffeine Brightening Eye Cream for its brightening benefits that target the look of dark circles and puffiness.

Always finish your AM routine with SPF.

The number one cause of premature aging? UV damage. That’s why daily sunscreen (and religious reapplication) is crucial.

Supergoop! Every. Single. Face. Full Spectrum Watery Lotion SPF 50 is one of our favorites—it feels weightless on the skin but still offers broad-spectrum protection. You can also easily layer it over your serum and moisturizer.

Incorporate gentle exfoliation.

In your 30s, cell turnover slows to about 28-35 days per cycle, leading to dull, uneven-looking skin. Combined with decreased hyaluronic acid and collagen production, this can exacerbate fine lines, dullness, and uneven texture. Luckily, a gentle chemical exfoliant like lactic acid can make all the difference, without triggering traumatic memories of that particular apricot scrub we all used in our teenage years.

Sunday Riley Good Genes All-In-One Lactic Acid Treatment is a widepsread favorite exfoliant for a reason. This multi-tasking serum works overtime to exfoliate, clarify, and brighten, and it’s gentle enough for sensitive skin.

Recharge your PM routine with retinoids.

Beauty sleep is essential in your 30s, so make sure your nighttime routine includes products that work while you rest, like retinoids or retinol alternatives. These are the gold standard for supporting collagen and cell turnover.

Holifrog Moonbeam Retinol Treatment Serum uses encapsulated retinol with nourishing oils to help improve tone and texture without irritation. If you prefer a retinol alternative, Embryolisse Lait Crème Retinol-like mimics the benefits of retinol with botanical extracts.