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Beauty/Skin/Serums & Treatments/Face Serums

Top 10 Natural Serums

The Best Natural And Clean Serums For Introducing Into Your Skincare Routine

Image credits: bluemercury

If your skincare routine is lacking a serum, now is a good time to change that. It’s spring, so sun exposure is ramping up and the weather is transitioning from cold and dry to warm and humid. These environmental stressors can cause your skin to go from glowing to dull in a matter of days, but there’s hope in the form of a high-quality, clean serum. 

Whether you have dry, oily, or combination skin, there’s certainly a serum out there for you. Most serums are formulated to provide lightweight hydration, but the best ones boast additional benefits, whether that be brightening dark spots, resurfacing skin texture, or doubling as a primer. However, to reap these benefits, you first have to find a serum that contains safe, effective ingredients—that’s where we come in.

Why is it important to find “clean” skincare products?

According to The Campaign for Safe Cosmetics (CSC), most American adults use 12 unique personal care products every day. The ingredients in these products are absorbed through our skin (not to mention, inhaled and on rare occasions, ingested), so it’s important to make sure that they’re not harmful or linked to health issues like cancer and birth defects. 

Unfortunately, regulations in the cosmetic industry have historically been lax, so it’s not safe to assume that your favorite products are “clean.” Instead, it’s best to educate yourself on the kind of ingredients you should avoid (such as parabens, oxybenzone, and polyacrylamide to name a few), and simultaneously look for new products that are classified as “clean” or “natural.” Sites like Credo Beauty help with this, and of course, any Top 10 list on Rank & Style’s website that uses the word “clean” is a safe bet as well.

How We Found The Best Clean Serums

Our Top 10 lists are all built with the help of our data-powered ranking algorithm. This proprietary tool uses information from reviews, best-seller lists, social media, and industry news reports to determine which products are worthy of being called the crème de la crème. Ahead, see which serums made the cut from reputable clean beauty brands like Ursa Major and Youth To The People.

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March 15, 2024

Written By:Sierra Rogers

Product Expert:Georgia Jones

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Top 10 Lists serve as unbiased shopping guides to the most trusted product recommendations on the internet. Products are scored and ranked using an algorithm backed by data consumers find most valuable when making a purchase. We are reader-supported and may earn a commission when you shop through our links.

The Rankings


10
Image credits: sephora
Rank & Style Approved

sephora

Youth To The People Triple Peptide Hydrating + Firming Oasis Serum

Overall Score

4.55

10

Youth To The People Triple Peptide Hydrating + Firming Oasis Serum

4.65

1628 User Reviews

3.2

Best Seller

4

Industry Recognition

3

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Learn More
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Best Clean Serum For Firming

WHAT IT DOES
This serum is packed with skin-loving ingredients like hyaluronic acid, peptides, and cactus stem. It boosts natural collagen production to give your skin a firm, bouncy feel.

BEST FOR
The Triple Peptide Hydrating + Firming Oasis Serum works well for those with dry, mature skin. 

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty


Caudalie Vinoperfect Radiance Dark Spot Serum Vitamin C Alternative

Overall Score

4.55

09

Caudalie Vinoperfect Radiance Dark Spot Serum Vitamin C Alternative

4.31

9980 User Reviews

3.3

Best Seller

4

Industry Recognition

4

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Clean Serum For Dark Spots

WHAT IT DOES
Tired of dealing with dark spots? Let Caudalie's Vinoperfect Radiance Serum take them on for you. Using the brightening power of vitamin C, this natural serum corrects blemishes, sun spots, scars, and more.

REVIEW HIGHLIGHT
"This serum has definitely helped even out my complexion over time. I suffer from hyperpigmentation and I've noticed my blemish scars fade and my skin has a nice glow to it. Highly recommend."

Clean Beauty

Clean Beauty


Summer Fridays Dream Oasis Deep Hydration Serum

Overall Score

4.65

08

Summer Fridays Dream Oasis Deep Hydration Serum

4.77

968 User Reviews

3

Best Seller

4

Industry Recognition

4

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Clean Serum For Oily Skin

WHAT IT DOES
Moisture retention is what this serum excels at. With hyaluronic acid, squalane, and glycerin packed into its formula, it provides a lightweight hit of hydration that won't weigh you down or cause clogged pores. And here's a tip: If you have dry skin, try using this serum as a primer before applying your makeup.

BEST FOR
If your skin is prone to irritation, the Dream Oasis Deep Hydration Serum is a good pick for you. Its formula includes soothing ingredients like colloidal oatmeal, aloe, and tiger grass that diminish redness and dryness.

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty


Ursa Major Brighten Up Vitamin C Serum

Overall Score

4.7

07

Ursa Major Brighten Up Vitamin C Serum

4.63

634 User Reviews

5

Best Seller

4

Industry Recognition

3

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Clean Serum For Brightening

WHAT IT DOES
As the name suggests, this serum from Ursa Major gives you a radiant, clear complexion. Referred to as a "corrective face treatment," the Brighten Up Vitamin C Serum uses natural ingredients like edelweiss and rose hip to contribute to an even skin tone.

REVIEW HIGHLIGHT
"I have used several Ursa Major products and loved them. I use this serum first thing in the morning after washing my face. Almost immediately I seem to have a healthy glow on my almost 64-year-old face. Nothing works miracles, but their products make me feel like I am doing something good for my face. I am on a tight budget, I can't spend a lot of money on self-care. This is a splurge for me; a splurge that is worth it."

Made In Usa

Made In Usa

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty


Merit Great Skin Instant Glow Serum

Overall Score

4.8

06

Merit Great Skin Instant Glow Serum

4.48

2824 User Reviews

5

Best Seller

4

Industry Recognition

4

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Clean Serum For Uneven Skin

WHAT IT DOES
A few pumps of Merit's Great Skin Instant Glow Serum provides all the plump you need to get through the day. This is because it contains cacao seed extract, a caffeine-rich supplement that stimulates blood flow and contributes to a hydrated, supple complexion.

EXTRA DETAILS
This is a bi-phase serum, which means that it combines two powerful formulas into one without compromise. In the case of the Great Skin Instant Glow Serum, that's hyaluronic acid (which hydrates) and niacinamide (which brightens). 

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty


Drunk Elephant B-Hydra Intensive Hydration Serum

Overall Score

4.8

05

Drunk Elephant B-Hydra Intensive Hydration Serum

4.5

10508 User Reviews

5

Best Seller

4

Industry Recognition

4

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Hydrating Clean Serum

WHAT IT DOES
Drunk Elephant describes its B-Hydra Intensive Hydration Serum as "...a refreshing, cool drink of water for your skin." Use it any time of the day when you need a dose of moisture and watch how it tackles dry, dull skin through long-term hydration.

EXTRA DETAILS
If you're familiar with Drunk Elephant, you might have heard of the term "skin smoothie." This concept refers to layering different products together to create a skincare plan that addresses your unique needs.

Made In Usa

Made In Usa

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free


OSEA Hyaluronic Sea Serum

Overall Score

4.8

04

OSEA Hyaluronic Sea Serum

4.57

1280 User Reviews

5

Best Seller

4

Industry Recognition

4

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Clean Serum For Wrinkles

WHAT IT DOES
A combination of unique ingredients (including snow mushroom, volcanic marine ferment, and Japanese miru seaweed) are what make Osea's Hyaluronic Sea Serum so effective at diminishing the appearance of fine lines. Use it morning and night for the best results possible.

REVIEW HIGHLIGHT
"This serum has been a game changer for me. My skin's appearance is dewy and lithy throughout the day with very minimal appearance of fine lines. And I often get compliments! Can't go a day without it!"

Made In Usa

Made In Usa

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty


Tatcha The Dewy Serum Resurfacing And Plumping Treatment

Overall Score

4.8

03

Tatcha The Dewy Serum Resurfacing And Plumping Treatment

4.61

3267 User Reviews

5

Best Seller

4

Industry Recognition

4

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Clean Serum For Dull Skin

WHAT IT DOES
Tatcha's Dewy Resurfacing Serum uses lactic acid to speed up skin cell turnover, making flaws melt away faster. And with squalane and hyaluronic acid also in its formula, you won't have to worry about your skin feeling dehydrated or looking dull.

BEST FOR
If you deal with uneven texture (caused by things like enlarged pores, milia, and blemishes), this resurfacing serum is a safe bet for you.

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty


Vintner's Daughter Active Botanical Serum

Overall Score

4.85

02

Vintner's Daughter Active Botanical Serum

4.79

178 User Reviews

5

Best Seller

5

Industry Recognition

3

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Splurge Clean Serum

WHAT IT DOES
A garden's worth of natural ingredients (including avocado, dandelion, rose, turmeric, and more) are contained within Vinter's Daughter Active Botanical Serum. Together, these ingredients firm up the skin and take down blemishes, fine lines, and discoloration.

EXTRA DETAILS
No doubt about it—this is a skincare splurge. However, with 22 of the world's most nutrient-rich botanicals in one bottle, it's worth it.

Made In Usa

Made In Usa

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty


Glow Recipe Watermelon Glow Niacinamide Dew Drops Serum

Overall Score

4.95

01

Glow Recipe Watermelon Glow Niacinamide Dew Drops Serum

4.52

1130 User Reviews

5

Best Seller

5

Industry Recognition

5

Social Buzz

About Our Scoring System

In order for any product to be featured on Rank & Style, it must first meet the requirements set by our algorithm—a vetting process that allocates points based on consumer and industry data to score and rank products within a given category.

Best Clean Serum Overall

WHAT IT DOES
Is it a primer? Yes. Is it a serum? Also yes. This multi-tasking, lightweight moisturizer from Glow Recipe uses the hydrating properties of watermelon to turn dull, dry skin into pure radiance. You can use it pre- or post-makeup application for a quick highlight or a dose of hydration.

REVIEW HIGHLIGHT
"I was over the moon with just using this as a primer, but to my surprise, the skincare effects of this serum are also outstanding. I’ve used lots of different niacinamide and hyaluronic acid serums but after a week of using this night and day my skin has never looked better. My skin is more plump and the fine lines on my forehead are barely there now. My skin is much more evenly toned and brighter. It just has a healthy glow now and my skin texture is so much smoother."

Eco Friendly

Eco Friendly

Cruelty Free

Cruelty Free

Clean Beauty

Clean Beauty

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