Why: Once you enter your 30s, some fine lines may start showing, but I've truly found that the right hydrating products can make them disappear. Overnight moisture masks are great for 30-somethings, since you can really replenish skin while you're sleeping. And unlike regular masks, you can put it on and pass out — no wiping off required!
Try: Models love French skin care brand Avène, because it's simple, effective, and hypoallergenic (read: it won't upset rosacea and sensitive skin). The drugstore price point doesn't hurt either! After all, in your 30s you need to start saving. The Avène Soothing Moisture Mask ($26) is one of my favorites from the brand — it feels soothing and is small enough to throw in your bag to use before a long flight.