15/12/2015 07:00 GMT | Updated 14/12/2016 05:12 GMT

Why Every Woman Should Have a 'Kick-Ass' Serum In her Skincare Wardrobe

Skincare products have come a long way since our grandmothers, and even our mothers were much younger. Soap and water. A pot of Ponds Cold Cream. Undiscovered science and yet to be discovered ingredients for effective skincare. They didn't have the choices available to them that we're lucky to have at our fingertips now.

In my opinion it could probably be considered a very large blessing, but perhaps also a little bit of a curse - for some. On a personal level I find it very exciting that there are such cutting-edge products out there, that can really deliver and make a difference to the health and appearance of our skin. However, I realise for some, it's a huge sea of products out there causing feelings of overwhelm and confusion.

Although we can spend a lot of money on a whole range of different products - and believe me I love my extensive skincare wardrobe. I personally believe that every woman would seriously benefit from investing in a 'Kick-ass' serum. The 'Kick-ass' being - a good quality, powerful serum loaded with effective active ingredients at a high enough concentration to make a visible difference to the look and feel of your skin.

Five reasons every woman should own a 'Kick-ass serum:

A Kick-ass serum will be packed full of highly effective and concentrated active ingredients. I once heard Ruth Crilly - from 'A model recommends' refer to it as being like the espresso shot in your latte. Ruth, you nailed it perfectly! Think 'potent'. Like a Sambuca shot vs a half pint of lager.

A Kick-ass serum will be antioxidant rich, meaning it's also protecting your skin from damaging free radicals, as well as repairing the skin. Free radical damage ages the skin at a much faster rate. Antioxidants promote a healthier more youthful appearance.

A Kick-ass serum will target specific concerns such as - uneven skin tone, loss of firmness, wrinkles, dehydration, acne, skin-redness, enlarged pores, .... some are very targeted to one particular concern and some address a range of skin concerns in one hit.

A Kick-ass serum can penetrate the skin easily and go to deeper layers of the skin to really target those concerns. Many serums contain ingredients that will stimulate the production ofcollagen, helping to firm the skin and soften the appearance of lines and wrinkles. Some serums will help to plump up the skin, making lines and wrinkles appear less obvious.

A Kick-ass serum will be quite light in texture and when applied to the skin will sink in quickly, meaning you can then apply what you would normally use over the top. For example, a cream, oil, and/or an SPF cream - Please use an SPF cream daily. Your serum is working hard to protect and repair your skin, don't make its job even harder by not protecting your skin from UV rays.

I realise I've made a lot of references to 'Kick-ass'. It was really to get the point across of a serum being powerful and effective. Not all serums are made the same. There are hundreds of serums on the current market, but it doesn't mean that they're all effective or right for you. Just because it's a serum, it doesn't mean it's a fabulous one!

I was recently asked my opinion of a particular supermarket branded skincare range. I was honest. I have to admit that I have heard people raving about the products a few years ago. I remember looking at the ingredients list back then, and although I can't really remember what was in them, I can remember not liking the sound of some of the ingredients. Look for clean skincare - no parabens or chemical nasties, please. What you put on your skin is absorbed into your body.

For me personally, I'm unsure of how anything that costs so little can be good to put on your skin - unlessit's an organic face oil or you're mashing up an avocado from the fridge.

That's also not to say that I think a product has to be super-expensive to be effective. I've used veryexpensive skincare products with far less resultsthan what I get from myproducts now. I think some skincare prices are overinflated. However, I believe that good quality has a price. Remember the saying 'Buy cheap, buy twice'....a cheaper product may not be nearly as effective, because the concentration of active ingredients will likely be much less.

Quality effective skincare is an investment. It's an investment in YOU. It's saying 'I am worth it'. It's saying 'The health of my skin is worth it'.

With regards to what's good out there. There are many reputable brands to choose from. Just make sure it's cleanfrom chemical nasties and it comes with a 'Kick-ass' recommendation. Personally, I'm brand loyal to NCN Professional Skincare and have been for several years now. I used to jump from one brand to the next constantly seeking out the diamond that would win my loyalty - finally I found it.

Now go and invest in yourself gorgeous. Enjoy the feeling because you are worth it!

You can find the Kick-ass serums that I personally love, use and recommend - Here.

If you'd like to read more of Katy's blogs, you can find them at Treat the Skin You're In.

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