British women spend an average of £6,648 a year on beauty and wellness, but according to a leading medical aesthetics doctor, just three products could make the biggest difference to your skin

According to new research, women are spending more than ever on beauty and wellness, yet many are still searching for a simpler, more effective skincare routine.

With thousands of products on the market and #skincareroutines continuing to dominate social media, it’s easy to feel overwhelmed by choice, but as the saying goes, less is more – and the good news is, this can work when it comes to your skincare routine too. You don’t need a bathroom cabinet overflowing with lotions, serums and creams to achieve healthy-looking skin.

To help simplify your morning and evening routine, we asked medical aesthetics doctor Dr Anju Mehta from The Cosmetic Skin Clinic which three skincare products women over 40 should prioritise – and which can make the biggest difference to healthy, glowing skin. Let’s go back to basics.

Here’s what she recommends.

Glow Up With Vitamin C


“Always start your morning routine with a gentle cleanse, followed by a Vitamin C serum or moisturiser,” says Mehta. “Vitamin C is one of the most effective skincare ingredients for women over 40 because it tackles several common signs of ageing at once.”

As a powerful antioxidant, it’s best applied in the morning to help protect the skin from environmental damage caused by pollution, UV exposure and everyday oxidative stress. It also has anti-inflammatory properties, helping to calm the skin while promoting a brighter, more even complexion.

Vitamin C also supports healthy skin cell turnover, helping the skin shed dull, dry surface cells more efficiently. This can leave your complexion looking fresher and more radiant while helping to improve the appearance of dark spots and hyperpigmentation over time.

As an added bonus, “Vitamin C also plays an important role in collagen production, helping to maintain firmer, stronger and more supple skin as natural collagen levels decline with age,” adds Mehta.

Try: Vitamin C – Medik8 C-Tetra Advanced £70

This lightweight skincare superhero absorbs quickly, helps brighten the skin and supports a smoother-looking complexion over time. With 20% stabilised vitamin C and phyto exosomes, the antioxidant-rich formula helps shield the skin from environmental stressors that can contribute to premature ageing, while supporting the skin’s natural recovery. It can also help soften the appearance of fine lines on the forehead and around the eyes and mouth, leaving skin looking brighter, firmer and more radiant over time.

Protect With SPF

After applying your Vitamin C, follow with a broad-spectrum SPF 50 in the summer – and SPF 30 in the winter (yes, even in winter) before heading out the door. It might not be the most exciting step in your routine, but it’s arguably the most important.

While sunshine feels great, UV exposure is responsible for up to 80% of visible skin ageing. The challenge is that you don’t need blazing sunshine to be exposed to it. “Whether you’re commuting, sitting by a window or getting your steps in, your skin is exposed to UV radiation every day, which over time can damage the fibres in the skin called elastin,” explains Mehta.

That’s why daily SPF isn’t just for holidays or hot weather. It’s one of the simplest and most effective things you can do to help prevent fine lines, pigmentation and premature ageing while protecting your long-term skin health.

Try: E45 Sun Care Sensitive Face Cream SPF 50+ £12.99

This lightweight, fast-absorbing sunscreen has been formulated with Hyaluronic Acid and Vitamin E to deliver broad-spectrum UVA and UVB protection without leaving skin feeling greasy or heavy. Dermatologically tested, fragrance free and suitable for sensitive and eczema-prone skin, it also provides up to 24 hours of hydration without leaving a white residue, making it an excellent everyday SPF.

The truth is, the best SPF isn’t necessarily the most expensive or advanced formula – it’s the one you’ll actually wear every day, whether the sky is bright blue or covered in clouds.

Renew With Retinol

As part of the vitamin A family, retinol is widely considered one of the most effective skincare ingredients for tackling common concerns such as wrinkles, acne and sun damage. Often referred to as a skincare powerhouse, “retinol increases overall skin cell turnover and supports collagen production, helping to soften the appearance of fine lines and wrinkles while improving the overall texture of the skin. Over time, this can leave the skin looking smoother, firmer and more refreshed,” says Mehta.

Retinol can also help keep pores clear and regulate oil production, making it a useful option for those who are prone to breakouts. Regular use may improve the appearance of old acne scars and help reduce visible signs of sun damage, including dark spots, age spots and uneven skin tone.

Try: Green People Age Defy+ Retinal Booster Serum, £49
Designed to work overnight while your skin naturally repairs itself, this serum is formulated with 100% natural retinal to help speed up skin cell turnover, boost collagen production and improve the appearance of fine lines, firmness and overall skin texture, without the irritation often associated with traditional retinol.

Infused with hydrating hyaluronic acid, soothing organic aloe vera and a blend of nourishing plant oils, including rosehip, evening primrose and pomegranate, it helps replenish moisture while supporting the skin barrier. Better still, the lightweight formula is dermatologically tested, certified organic and vegan, making it a great option for mature, sensitive or first-time retinal users.

And The Best Skincare Award Goes To…Consistency and lifestyle.

No skincare product will work miracles overnight, but looking after your skin every day can make a significant difference over time. Get into the habit of cleansing your face morning and night, wear SPF daily and look for products packed with proven active ingredients.

It’s also worth looking beyond your skincare routine.

“Simple daily choices – real food instead of refined sugar, fresh produce, movement that feels good, managing stress and practising gratitude – all shape inflammation in the body, and inflammation is one of the fastest ways to age your skin and disrupt your health,” says Dr Mark Hyman, Co-Founder of Function Health and Founder of the CFFM at Cleveland Clinic.

The truth is, your skincare routine doesn’t stop at the bathroom cabinet. Your skin is a reflection of how you live, so the healthier your lifestyle, the healthier your skin is likely to look.