beauty Paula Joye on 5 ‘rules’ she follows for her over-40s skin. Paula Joye

Follow with a gentle cream or gel cleanser to ensure your skin is thoroughly clean from oil residue and ready for yummy products. 

Double cleansing is an evening thing — a quick cleanse under the shower in the morning is all your skin needs.

2. Add vitamin A.

The powers of retinoids are tested, proven and magical: Vitamin A supports the structure and foundation of the skin while putting a wrecking ball through skin issues like pigmentation, dullness, and rough texture. And yes, Vitamin A improves the appearance of fine lines and wrinkles too. 

It’s a unicorn ingredient.

The key to effective results is to start with a small amount of product with a low concentration. All you need is a pea-sized amount of 0.2 to 0.5 per cent strength once a week. Be patient, watch how your skin reacts and slowly build up your usage from once a week to twice a week as your skin adopts a tolerance.

Retinol is a game-changer. So, it’s worth trialling products until you find the right fit for your skin.

3. Hydrate with hyaluronic. 

Like pouring water into a dying house plant, hyaluronic acid is an ageing skin BFF. This plumping acid is much loved for its ability to hold 1,000 times its weight in water. Awesome at attracting and retaining moisture, this ingredient supports volume loss and reduces the visibility of fine lines and wrinkles caused by lack of hydration.

If this isn’t in your current roster, then it needs to be. Same with peptides.  

In a perfect world, you would apply a hyaluronic serum to damp skin and follow it with a rich moisturiser that contains ceramides, peptides, or fatty acids to nourish and lock in all that lovely hydration.