In fact, many inexpensive products are made by large companies with hefty research-and-development budgets that generate terrific results. But sometimes it's worth paying a little more. For example, potent antioxidants are expensive and require pricey light- and airproof packaging to keep them stable. A prescription retinoid is also a significant but worthwhile investment—it's the most active anti-ager you can put on your skin. Of course, the most effective skincare product is the one you use every day. So if you love the texture of a $50 sunscreen and never forget to use it, then it's a better choice than an equally fine $15 sunscreen you're not going to wear.