Most basic moisturizers--both drugstore and high-end brands-- contain the same key ingredients (water, propylene glycol, lanolin) to soften your skin and help with surface dryness. Wrinkles? That's another story. Here's the rub.
Choose moisturizers, makeup base and other daily-use beauty products with built-in sun protection factor (SPF) 30. Sunscreen really can prevent new wrinkles from forming. Look for at least one of these active ingredients: titanium dioxide, zinc oxide or avobenzone (aka Parsol 1789). These protect you from harmful UVA and UVB rays.
Mind your skin's moisture needs. Dry skin drinks up rich moisturizers, while oily or acne-prone skin does better with noncomedogenic or nonacnegenic products. (These are preferred over "oil-free" products, which often include pore-clogging oil imitators.)
Study the active ingredients, which are listed on labels in order of the amount contained. If soothing aloe vera or vitamin C is 15th on the list, you're not getting much of it
Be skeptical of products that claim to augment your own natural collagen or elastin, whose job it is to keep skin plumped up and youthful. The molecules in these products are too big to actually penetrate the skin.
Ask your doctor about tretinoins, one of the few active ingredients shown to truly reverse sun damage, reduce fine lines and soften wrinkles. These medications, which include Retin-A and Renova, are available by prescription only. Because of their ability to actually change your skin's structure, they are designated as drugs rather than cosmetics.
Sample other weaker, nonprescription vitamin A relatives like alpha hydroxy acids (AHAs) and beta hydroxy acids (BHAs). You need at least 8 percent AHA for any visible results, though, which is just as likely to be present in a cheap drugstore product as in an expensive brand.
Experiment with antioxidant ingredients like coenzyme Q10, vitamin C and alpha lipoic acid. Some dermatologists make great claims for them (with promising research), while others are skeptical about visible results given the low concentrations used.