Intro

Choosing skincare becomes much easier when you understand what your skin is actually asking for.

Before looking at ingredients or choosing products, it helps to identify two things: your skin type and your main skin concern.

Your skin type describes how your skin naturally behaves, while your skin concerns are the things you may want your skincare routine to support.

Know your skin. Understand its needs. Then choose products with the right action.

Step 1 — Identify Your Skin Type

One simple way to start is to think about how your skin feels when it is clean and you haven't immediately applied skincare.

Dry Skin

Your skin may regularly feel tight, rough or uncomfortable. You may notice flaky areas, a lack of natural oil or a complexion that can appear dull.

Look for: nourishing, moisturising and barrier-supporting products that help maintain hydration and comfort.

Oily Skin

Your skin tends to produce noticeable excess oil or shine, particularly as the day progresses. Pores may appear more visible and you may also experience congestion or blemishes.

Look for: balancing, lightweight and non-stripping skincare that helps manage excess oil while maintaining hydration.

Combination Skin

Different areas of your face behave differently. Your T-zone — forehead, nose and chin — may become oily, while your cheeks feel normal or dry.

Look for: balanced skincare that supports hydration without feeling too heavy, with targeted products where needed.

Normal Skin

Your skin generally feels comfortable and balanced, without persistent excessive dryness or oiliness.

Look for: gentle cleansing, hydration, moisturisation and products that help maintain your skin's healthy-looking appearance.

Step 2 — What Is Your Main Skin Concern?

This is where we move from what your skin is to what you want your skincare to do.

Your concerns can also change over time, so your routine doesn't necessarily need to stay the same forever.

Dehydration — Skin can feel tight, look dull or show fine dehydration lines. Even oily skin can become dehydrated. Look for hydrating and moisture-supporting ingredients and products.

Blemishes & Congestion — You may experience spots, blackheads, blocked pores or recurring areas of congestion. Look for clarifying, balancing and targeted blemish-care products without unnecessarily stripping the skin.

Fine Lines & Loss of Firmness — If your focus is the visible signs of skin ageing, look for products designed to support smoother, firmer and more youthful-looking skin.

Dullness & Uneven-Looking Tone — If your skin lacks radiance or looks tired, look for products with a brightening, smoothing and radiance-supporting action.

Sensitivity & Discomfort — If your skin is easily irritated, feels uncomfortable or reacts readily, your priority should be gentle, soothing and barrier-supportive care, rather than simply adding more active ingredients.

Dryness & Barrier Support — If your skin feels persistently dry, rough or uncomfortable, look for nourishing and barrier-supporting products that help maintain moisture and skin comfort.

Step 3 — Put the Two Together

This is the part I particularly want on your page, Amiè, because this teaches people how to shop rather than just telling them what to buy.

For example:

My skin type: Combination

My main concern: Dehydration

What I should look for: Lightweight products with a hydrating action that won't feel unnecessarily heavy on oilier areas.

Or:

My skin type: Dry

My main concern: Fine lines and loss of firmness

What I should look for: Nourishing skincare alongside products designed to support hydration, smoothness and firmer-looking skin.

Or:

My skin type: Oily

My main concern: Blemishes and congestion

What I should look for: Balancing and targeted blemish care while still maintaining hydration.

Now Choose Skincare for Your Skin

Now that you have a better understanding of your skin type and main skin concern, you can start looking for products with an action that matches what your skin actually needs.

Our three skincare collections have been carefully curated to make finding the right products feel a little simpler.

RADIANCE

For skin focused on hydration, radiance and the visible signs of ageing.

Explore Radiance →

HARMONY

For everyday skin health, nourishment, hydration and gentle care.

Explore Harmony →

BALANCE

For skin experiencing excess oil, blemishes, congestion or needing a more balancing approach.

Explore Balance →

Not sure which collection is right for you?

Start with your skin concern rather than choosing a product because an ingredient is popular. Look at what you want the product to do for your skin — then choose the ingredients and formula designed to support that action.

The Skin School rule

Don't choose a product simply because an ingredient is trending. Choose it because its action matches what your skin needs.

Now you know what your skin needs...

Explore ah-mee:skin skincare and look beyond the product name. Consider its action, key ingredients and the skin concern it has been designed to support.

Purpose · Confidence · Care