Like regular face serums, eye serums contain concentrated doses of various actives, like retinoids, antioxidants, and peptides. This allows them to target various concerns, like crepiness, fine lines, crow's feet, dark circles, and under-eye bags. "If you want to address a specific issue with active ingredients, then look for a serum that features a high concentration of that active ingredient," says Dr. King. On the other hand, if you're simply looking to moisturize the eye area, an eye cream might be the way to go.