There's only 2 proven products for anti ageing and only one for the reversal/repair for the signs of aging. The latter is Retin-A, available through prescription only. Retinols are the OTC lesser strength version however these aid more in prevention than reversal in general.
The other product is daily SPF. Sun damage accounts for something like 90% of photo-ageing. We're talking a standalone sunscreen of at least SPF30 here, and topping up every two hours when spending long periods of time outdoors or in the sun. Not an incorporated SPF in a moisturiser.
No cream, potion, lotion or whatever is going to make bags disappear. No matter what they promise, the science isn't there. You can consider a tear through procedure if they are bothersome.
Beyond that the anti-ageing (as in preventive and maintaining) holy trinity is Vitamin C (usually in the form of a serum, most effective to start with in your thirties to aid the loss of collagen production and boosting the efficacy of your sun protection and helps with reversal of sunspots and PIH), Acid toning which is chemical exfoliation, gentler and more effective than physical scrubs (usually AHA, salicylic mentioned above is a BHA and while useful in preventing breakouts, blocked pores, blackheads, etc. not so much interesting in terms of anti-ageing), and Niacinamide at a strength of 4-5% for evening of skin tone and a whole host of other preventative benefits.
Promising but not as of yet universally lauded/proven ingredients are Peptides and EGF.
In terms of products:
Retin-A - prescription only through a dermatologist, will cost you a few £££ to access but the product itself is cheap. There are many here on MN who obtain this for very little through foreign pharmacies. Personally I wouldn't risk it for various reasons but especially not if you're not that skincare savvy. Not everyone reacts well to Retin-A, a good dermatologist is worth their fee and considering how much most people spend on ineffective skincare before making a step towards a derm, it makes much more sense to just spend the money outright on Retin-A. If you seriously want to reverse signs of ageing this would be my first stop.
Retinols, there are many. Go for a dermaceutical brand, Paula's Choice and SkinCeuticals are highly regarded. I personally use the Verso facial and eye serum which is an entirely retinol based brand but it's £££. My skin is too sensitive for Retin A, I'm a few years younger and use it preventively so can't say with assurance that it's right for you.
SPF - Japanese do the most cosmetically elegant and effective versions, the French follow in a close second. Biore watery essence is popular both here and in Japan, however it's not sweat resistant so great for everyday use, not so much for long periods/exercise in the sun. The La Roche Posay Anthelios line is also v. good.
Vitamin C - SkinCeuticals CE Ferulic is the golden standard, it has a patent on the formulation with regard to pH and a price tag to match. Obagi and Drunk Elephant make good alternatives but their price tag is still absurd. Cheaper alternatives (but no personal experience, but generally well liked) are OST 20 (from Korea) and NuFountain C20 (from Amazon). The latter two are very prone to oxidation as they are very unstable (a drawback of Vit C in its most effective form).
Acid toning - I use the cult product Lotion P50 which gives you fetus skin pretty much (in a good way), however, you have to jump through flaming hoops to obtain it (through a medi spa, in person though some do online consults (all free though), you'll be interviewed about your routine, endure a sales pitch, etc.) but basically it's a cult product for a reason. People on these boards very much like the Nip + Fab Glycolic pads (or the extreme version which aren't all that extreme) and are usually on offer somewhere. For something in between, try Alpha H Liquid Gold.
Niacinamide - Cerave PM lotion through Amazon -finally something affordable!
Peptides- Niod Copper Amino Isolate Serum - people either love this or it does nothing for them.
EGF- Bioeffect EGF Serum. Again an extremely high priced serum that one grabs when their face has gone to pots. This works, new technology, closest thing to a miracle worker I've ever tried with 'instant' results. The only positive to the insane price tag is that you buy it once use it up and you will no longer have a need for it.
Mandatory word of caution : skincare can get very exciting when you first get into it. Do not, I repeat, do not, go out and buy all this and throw it at your skin. You will be very unhappy and your skin even more so. If you're going down the Retin-A route than that should be all that you're using alongside a cleanser (you'll most likely be pointed towards Cetaphil), moisturiser, and SPF. You MUST use sunscreen, there really is no point in doing any of the above without sunscreen. Retinols and acids exfoliate your face to a point that it becomes highly photosensitive, if you are not diligent with sunscreen it will in fact age you faster. Go one product at a time, with the exception of a cleanser you will only know if a product is working for you after 6-8 weeks. Start with finding an everyday SPF that works for you and proceed from there. Ask for samples before you buy anything, with the exception of acid toning (some purging can occur with acids but it should not last beyond the initial weeks) breakouts do not mean you're skin is getting 'used' to a product, it's irritated. Review the ingredients and move on.
Excuse the length I think that covers the basics, though I would disagree with the poster above and say please do avoid 'female' cosmetics. Not because you're male, I actively avoid these as they're usually nonsense products that focus on nice scents and pampering and are full of unnecessary filler ingredients that appear to make your skin luxuriously soft but in fact do very little. The cosmetic industry is 99% shit, save your money and invest in the stuff that actually works.