We Found the Most Effective Retinol Creams and Serums You Can Buy (2024)

You’ve probably heard that retinol is the Holy Grail of anti-aging — but what is retinol, and is it right for you?

It's a derivative of vitamin A and one of the few skincare ingredients clinically proven to reduce wrinkles, among other benefits like smoothing skin texture, unclogging pores, treating acne and minimizing hyperpigmentation. Retinol works by speeding up skin cell turnover, which increases collagen production and decreases its breakdown, explains GH Beauty Lab Executive Director Birnur Aral, Ph.D.

The Good Housekeeping Institute Beauty Lab regularly tests anti-aging products that contain retinol, including moisturizers, serums and retinol eye creams. They are evaluated in the Lab using state-of-the-art instruments, as well as on consumer testers who report their feedback on ease of use and effects on skin.

Retinol treatments can come in the form of lotions, creams or serums, and are available both via prescription and over-the-counter. "The main difference between OTC and prescription retinol is the concentration of the active ingredient in the formula," says Hope Mitchell, M.D., a dermatologist and founder of Mitchell Dermatology in Perrysburg and Fremont, Ohio. "The highest percentage of retinol available OTC is 1%, though it is available in a variety of lower concentrations as well." While prescription retinol treatments are stronger and can deliver better, faster results than over-the-counter retinol, they can also can be more irritating. Some dermatologists recommend starting with OTC retinol products (like the picks below) to let your skin acclimate to the ingredient before ramping up the potency with prescription treatments, if needed.

This GH Seal star Roc retinol cream for day or night is proven to deliver anti-aging results both quickly and over time. It left skin looking 32% smoother and more radiant after just one week of use, and hydrated it for 24 hours. It only gets better — after four weeks, people saw a further reduction in fine lines and eye wrinkles, and after eight weeks, they reported fewer deep wrinkles and dark spots. The cream formula may be too rich for oily skin types, however.

Perfect for those with sensitive complexions, this GH Beauty Award winner and Seal star Mary Kay retinol kit is a gradual regimen made to build tolerance over time. It includes a potent 0.5% retinol serum and a soothing, natural oil–infused milk moisturizer to combat common irritating side effects of the collagen-boosting active. Though it's a bit of a splurge, 100% of women saw improvement in skin smoothness and radiance after eight weeks of use, Lab data analysis found. “My skin felt very plump and smooth in the morning,” Aral reported.

Packed with proven anti-aging actives including retinoids and peptides blended with exfoliating acids, this powerful yet gentle night treatment is also enhanced with hydrators like hyaluronic acid and ceramides. In GH Beauty Lab Visia Complexion Analyzer imaging tests, it scored high for improving skin texture and tone, yet caused “no irritation,” a Lab pro noted. Despite being on the pricier side, it was worth the splurge: An impressive six testers noticed that their "fine lines appeared diminished."

GH Beauty Lab Senior Chemist Danusia Wnek recommends the retinoid adapalene, previously only available via prescription, for those with acne-prone skin. She is a fan of this La Roche-Posay gel, which is "a beautiful formula that is lightweight, absorbs quickly and helps treat acne." Note that the strength of this treatment could sting or irritate skin.

This Neutrogena day cream with SPF 30, a GH Beauty Lab test winner, firms skin, reduces dark spots and minimizes wrinkles over time. In Lab calculations with the Visia Complexion Analyzer, the moisturizer reduced UV spots by 13% after eight weeks of daily use. “It contains stable and fast-acting forms of retinol, which measurably increased skin firmness in our testing," Aral explains. "And it improved the look of some consumer testers’ nasolabial folds (a.k.a. laugh lines) after eight weeks of daily use.” Some users didn't like the scent, though others found it wasn't noticeable.

Retinol treatments don't have to be harsh on skin: This mild, water-like GH Beauty Award-winning Innisfree serum delivers the gold standard texture-refining ingredient along with nourishing and calming ingredients. Hydrating hyaluronic acid, ceramides and niacinamide and the soothing herb cica work to keep reactive complexions balanced. It proved to be effective on even sensitive and redness-prone skin in Beauty Lab assessments. “My skin was clearer, brighter, softer and smoother with no discomfort,” a tester commented, although some didn't love the "runny" consistency.

Turn to this high-strength 1% retinol night treatment from No7 to even out skin tone and texture issues like broken capillaries and milia. "I am most impressed with how it tackles stubborn lines and wrinkles, while also being suitable for broken capillaries, milia and acne," Dr. Mitchell says. Due to the high concentration of the active ingredient that can cause irritation, it may not be the best option for sensitive skin types.

Another GH Seal star and Beauty Lab test winner, Palmer's face oil is formulated with retinol and also boasts hydrating argan, almond and coconut oils to deeply hydrate on contact. (Note that since this formula is oil-based, it may not work well with oily or acne-prone skin.) It rated highest with Lab testers for immediately moisturizing skin so it looked “plumper and smoother," as one described.

A skin-smoothing retinol treatment and a night moisturizer in one, Olay's Regenerist Retinol24 fragrance-free formula was the winner of the GH Beauty Lab’s anti-aging night cream test, delivering noticeable wrinkle reduction, brightening, firming and skin-softening benefits. The GH Seal star raised skin’s firmness by 27% over four weeks of use per the Lab’s Cutometer machine, which measures skin laxity. One hundred percent of testers agreed it made skin feel softer — and they also ranked it best at brightening. "My skin was firmer and smoother each morning," a tester reported.

The winner of the GH Beauty Lab's anti-aging day creams test, this L'Oréal lotion contains both retinol to even skin tone and reduce hyperpigmentation plus pore-clearing glycolic acid. In Lab testing using the Visia Complexion Analyzer, it decreased dark spots by 11% in four weeks, plus increased skin hydration 28% per measurements with the Corneometer machine. The "fast-absorbing" formula made skin "bright and radiant" and "decreased the look of wrinkles," testers reported. A caveat: It didn't score as well for causing eye irritation or watering.

Effectively tighten crepey and sagging neck skin with No7's face and neck formula with retinol, the overall winner of the GH Beauty Lab’s neck treatments test. The Lab's before-and-after digital imaging showed the most improvement in lifting and tightening neck skin of all products tested over 12 weeks of use. Despite having smaller-sized packaging than others evaluated, it earned praise from users: "It softened my neck area and made it more firm," one reported.

A GH Beauty Award winner and Seal star from the Beauty Lab’s go-to brand for wrinkle-smoothing retinol, these portable single-use capsules are precisely-dosed, perfect for beginners to avoid over-using the ingredient. According to Beauty Lab data evaluation, 94% of users showed improvement in skin texture and 81% in skin radiance after just one night of use. Each biodegradable pod holds a concentrate of the active balanced with skin nourishers like ceramides and soybean oil to help hydrate and minimize irritation, though the texture could be too oily for some.

To zero in on stubborn lines, opt for this GH Seal holder Mary Kay wrinkle filler, made with concentrated retinol and hyaluronic acid to smooth and plump both immediately and long-term. Evaluations of clinical studies showed between 64 and 69% improvement in the look of crow's feet and forehead and mouth wrinkles after one use, and over eight weeks of use, 84% of testers had improvement in total line and wrinkle count. (One drawback is that it includes a small amount of product.)

Invest in a visit to the dermatologist and take the guesswork out of choosing the right retinol for you with this personalized Skinceuticals serum (which costs around $195). Here's how it works: head to the doctor for a five-minute consultation and leave with a unique custom serum formula, which doses retinol depending on your skin's needs. Use the serum for three months, then head back to see if you'll stick with the same blend or adjust the levels of active ingredients.

The GH Beauty Lab has a long history of testing anti-aging products that contain retinol, from serums to moisturizers and more. They are assessed in the Lab using technical instruments, including the Visia Complexion Analyzer (below) to measure changes in skin like wrinkles and dark spots and the Cutometer to gauge skin laxity. Consumer testers also evaluate the products, reporting detailed feedback on factors like ease of use, cosmetic properties and performance.

The highest numbers aren't always better when it comes to the percentage of retinol in a product. "Because OTC retinol products are considered a cosmetic, the percentage does not need to be disclosed on the packaging," Wnek explains. "But retinol can be effective for anti-aging benefits at a level of 0.1% to 1%, as a study in the Journal of Drugs in Dermatology showed that a 0.1% retinol moisturizer used once daily significantly improved the appearance of fine lines, pigmentation, elasticity, firmness and photodamage after eight weeks." If you skin tends to be sensitive, "start slow with 0.1% to 0.3% retinol and work your way up to a higher percentage," she advises.