AI Picks / United Kingdom / Health and beauty
Best retinol serum in the UK, according to AI
The Ordinary was the brand AI assistants named most often for retinol serums in the UK, appearing in 44 of 60 answers. This page is based on 60 answers from ChatGPT, Gemini, Perplexity and Google AI Overviews.
- 15 real searches
- 4 AI assistants
- 60 answers read
- No affiliate links
- Best for budgetThe OrdinaryNamed in 73.3% of answers
- Best overallMedik8Named in 71.7% of answers
- Best for sensitive skinCeraVeNamed in 56.7% of answers
- Best for sensitive skinLa Roche-PosayNamed in 46.7% of answers
- Best for beginnersThe INKEY ListNamed in 33.3% of answers
- Best for experienced usersPaula's ChoiceNamed in 15% of answers
The retinol serums brands AI recommends most
Share of the 60 answers that named each brand. The squares show which assistants named it.
- 1The OrdinaryModels named: Retinol 0.2% in Squalane, Retinol 0.5% in Squalane, Retinol 1% in SqualaneCGPAYour brand? Add your link
- 2Medik8Models named: Crystal Retinal, Crystal Retinal 3, Crystal Retinal 1CGPAYour brand? Add your link
- 3CeraVeModels named: Resurfacing Retinol Serum, Hydrating Hyaluronic Acid Serum, Skin Renewing Retinol SerumCGPAYour brand? Add your link
- 4La Roche-PosayModels named: Retinol B3 Serum, Retinol B3 Anti-Wrinkle Serum, Hyalu B5 SerumCGPAYour brand? Add your link
- 5The INKEY ListModels named: Starter Retinol Serum, Retinol Serum, Hyaluronic Acid SerumCGPAYour brand? Add your link
- 6Paula's ChoiceModels named: Clinical 1% Retinol Treatment, Clinical 0.3% Retinol + 2% Bakuchiol Treatment, Pro-Collagen Multi-Peptide BoosterCGPAYour brand? Add your link
- 7Skin RocksModels named: Retinoid 2, Retinoid 1, Retinoid 1 Vitamin A Face SerumCGPAYour brand? Add your link
- 8No7Models named: Pure Retinol 1% Night Concentrate, Pure Retinol 1% Retinol Night Concentrate, Pure Retinol 0.3% Night ConcentrateCGPAYour brand? Add your link
- 9OlayModels named: Retinol24 Night Serum, Retinol 24 Night Serum, Retinol 24 CreamCGPAYour brand? Add your link
- 10Kiehl'sModels named: Retinol Skin-Renewing Daily Micro-Dose SerumCGPAYour brand? Add your link
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What the answers said about each brand. Prices are as quoted in the answers, not checked by us.
| Brand | Share of answers | Named by | Named best for | Models named | Prices quoted |
|---|---|---|---|---|---|
| The Ordinary | 73.3% | 4 of 4 | budget, budget option, best budget pick | Retinol 0.2% in Squalane, Retinol 0.5% in Squalane, Retinol 1% in Squalane | Under £8; ~£7.40 |
| Medik8 | 71.7% | 4 of 4 | best overall, premium option, premium pick, sophisticated vitamin a formula | Crystal Retinal, Crystal Retinal 3, Crystal Retinal 1 | Around £36–£50; Around £45 – £65 |
| CeraVe | 56.7% | 4 of 4 | sensitive skin, sensitive or blemish-prone skin, beginners | Resurfacing Retinol Serum, Hydrating Hyaluronic Acid Serum, Skin Renewing Retinol Serum | Around £20–£24; ~£16–£23 |
| La Roche-Posay | 46.7% | 4 of 4 | sensitive skin, best for sensitive skin, anti-ageing & tolerability | Retinol B3 Serum, Retinol B3 Anti-Wrinkle Serum, Hyalu B5 Serum | Around £42.50; ~£36–£48 |
| The INKEY List | 33.3% | 4 of 4 | beginners, gentle starter, beginners, first-time users, affordable introduction | Starter Retinol Serum, Retinol Serum, Hyaluronic Acid Serum | Around £10–£13; Around £10 |
| Paula's Choice | 15% | 4 of 4 | best for experienced users, anti-ageing, firmness, sensitive or blemish-prone skin | Clinical 1% Retinol Treatment, Clinical 0.3% Retinol + 2% Bakuchiol Treatment, Pro-Collagen Multi-Peptide Booster | £60–£70 |
| Skin Rocks | 13.3% | 3 of 4 | beginners, a very mild stepping-stone product, beginners & sensitive skin | Retinoid 2, Retinoid 1, Retinoid 1 Vitamin A Face Serum | £70; £80.00 |
| No7 | 10% | 2 of 4 | best budget option, experienced users, best high-strength uk high-street option, high-street intermediate/advanced | Pure Retinol 1% Night Concentrate, Pure Retinol 1% Retinol Night Concentrate, Pure Retinol 0.3% Night Concentrate | £38; ~£35.00 |
| Olay | 8.3% | 2 of 4 | best mid-range option, dry or mature skin, sensitive or dry skin | Retinol24 Night Serum, Retinol 24 Night Serum, Retinol 24 Cream | £30–£40 |
| Kiehl's | 6.7% | 2 of 4 | sensitive skin, beginners, daily-use gentle formula | Retinol Skin-Renewing Daily Micro-Dose Serum | Around £65; £55 – £65 |
What people in the UK ask, answered
Each answer is our summary of what the four assistants said.
What is the best retinol serum in the UK?
Medik8 was named as best overall in the answers, with its Crystal Retinal range. The Ordinary was named most often overall, in 44 of 60 answers, and was described as the best budget pick. CeraVe and La Roche-Posay were also named for sensitive skin.
What is the best retinol serum for beginners?
CeraVe, The INKEY List and Skin Rocks were named as best for beginners. The INKEY List was described as a gentle starter and an affordable introduction. Skin Rocks was called a very mild stepping-stone product.
What is the best retinol serum for sensitive skin?
CeraVe and La Roche-Posay were named as best for sensitive skin. CeraVe was also named for sensitive or blemish-prone skin. Kiehl's was named for sensitive skin and a daily-use gentle formula.
Which serums are best to use with retinol?
The assistants did not single out one brand for this question. The Ordinary was named most overall for this category, in 44 of 60 answers. CeraVe and The INKEY List were also named, with CeraVe's Hydrating Hyaluronic Acid Serum and The INKEY List's Hyaluronic Acid Serum appearing in the answers.
What is the best retinol serum for mature skin?
Olay was named as best for dry or mature skin, with its Retinol24 Night Serum. Medik8 was named as a premium option and best overall. Paula's Choice was named for anti-ageing and firmness.
What is the best vegan retinol serum?
The assistants did not single out one brand as best vegan. The Ordinary was named most overall for this category, in 44 of 60 answers. The Ordinary's Retinol 0.2% in Squalane, Retinol 0.5% in Squalane and Retinol 1% in Squalane were the models named.
What is the best retinol cream or serum?
Medik8 was named as best overall, with its Crystal Retinal range. The Ordinary was named as the best budget pick. Olay was named as the best mid-range option, with its Retinol24 Night Serum.
What is the strongest retinol serum?
No7 was named as the best high-strength UK high-street option, with its Pure Retinol 1% Night Concentrate. Paula's Choice was named as best for experienced users, with its Clinical 1% Retinol Treatment. The Ordinary's Retinol 1% in Squalane was also named.
What is the best drugstore retinol serum?
The Ordinary was named as the best budget option, with answers quoting around £7.20 to under £8. No7 was named as the best budget option for experienced users, with answers quoting around £38. CeraVe was named for beginners, with answers quoting around £20 to £24.
What retinol serums do people recommend on Reddit?
The assistants did not single out one brand for Reddit recommendations. The Ordinary was named most overall for this category, in 44 of 60 answers. Medik8 was named in 43 of 60 answers.
What are the top 10 retinol serums?
The Ordinary was named most often, in 44 of 60 answers, as the best budget pick. Medik8 was named in 43 of 60 answers as best overall. CeraVe was named in 34 of 60 answers for sensitive skin and beginners.
What is the best anti-ageing serum with retinol?
Paula's Choice was named for anti-ageing and firmness, with its Clinical 1% Retinol Treatment. La Roche-Posay was named for anti-ageing and tolerability, with its Retinol B3 Serum. Medik8 was named as best overall.
Which retinol serums are recommended in India and Australia?
The assistants did not single out one brand for India or Australia. The Ordinary was named most overall for this category, in 44 of 60 answers. Medik8 was named in 43 of 60 answers.
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How we count
We ask ChatGPT, Gemini, Perplexity and Google AI Overviews the questions people in the UK actually search for (15 for this category), asked from the UK, and read every answer: 60 answers here.
A brand scores when an answer recommends it. Its rank is the share of answers that named it. Shops, review sites and brands an answer warns against are not counted. Different spellings of the same brand are merged.
This is what the assistants said on 17 October 2026, not our own opinion: we do not test products. We ask again every month. Paid listings are labelled and never change the ranking. There are no affiliate links on this page.
The rankings and data are ours (© Vasukai). You are welcome to quote a ranking with a link to this page; copying the data in bulk or by automated means is not permitted.