Recently, I tried comparing various whitening serums, but honestly, they’re completely different depending on the product. The expected effects can change a lot depending on whether they actually contain whitening active ingredients that help prevent spots and freckles.

Shiseido’s Clé de Peau Beauté contains two types of whitening active ingredients with different approaches, so it looks like you could do quite serious whitening care. When I used it, it felt fresh while still giving a moisturized feel, and my skin’s moisture level was well maintained even after 2 hours. However, people with sensitive skin may want to do a patch test in advance.

I also tried HAKU’s Melano Focus series, but this one is also well stocked with whitening active ingredients. In particular, Melano Focus IV has quite high moisturizing power, so I think it’s good for people with dry skin. It also has a subtle floral scent, which makes it easy to use.

If you want to try a whitening serum at a reasonable price, I recommend Curel’s Whitening Serum VC&AR. It has a level of whitening active ingredients that’s hard to believe for something in the “thousand-yen range,” and it has an ingredient composition that’s easy to use even for sensitive skin. The non-sticky texture is also well regarded.

Ipsa’s Brightening Serum can be expected to deliver whitening-care effects, but for people with dry skin, it might not provide quite enough moisturizing power. That said, the feel is really great, so I think it’s suitable for oily and combination skin types.

POLA’s White Shot Facial Serum is a refreshing, lightweight type and is ideal for skin types that are concerned about stickiness. It also contains two types of whitening active ingredients, and the balance with moisturizing effects is well done.

Ettusais’ Medicated Whitening Clear Serum W contains only one whitening active ingredient, but its supporting ingredients are充実していて, and it’s designed with sensitive skin in mind. Its light texture makes it easy to use in the morning.

Albion’s Self-Whitening Mission has an elegant, refined scent like department-store cosmetics, and you can get a rich, soothing “moist” feel. However, if you have sensitive skin, you’ll need to be a little careful.

Tokiwa Pharmaceutical’s Nameraka Honpo has the advantage of a large volume at a reasonable price. Its moisturizing power is surprisingly high too, making it perfect for people who want to start whitening care easily.

P&G’s SK-II is made for dry and sensitive skin, and it has a good balance between moisturizing effects and being gentle on the skin.

In the end, what matters most when comparing whitening serums is whether they match your skin type. You need to judge based on multiple factors—such as the types and number of whitening active ingredients, moisturizing power, how it feels to apply, and the scent. Expensive products aren’t necessarily right for you, so I recommend trying several different options.