Lots of people will tell you not to bother or simply to use a moisturiser occasionally and that it's all snake oil. I am here to tell you that my personal experience having started a skincare regime in my 40s is that my skin is absolutely revolutionised. I don't think brand matters but what kind of product you use absolutely does. I'm going to tell you the brands I am currently using but it doesn't matter, just go to Tesco or Superdrug and buy what's on sale.
Every morning I use a glycolic acid cleanser which exfoliates (Pixi Glow gel cleanser or Elemis), a glycolic acid toner (Pixi Glow), followed by a vitamin C serum (No7) and Vit C eye cream (L'Oreal or Garnier, can't remember), then a hyaluronic acid serum (L'Oreal) and eye cream (No 7), then a moisturiser (Nivea water-based) and then an SPF on top. I am currently using a sample pot of Trinny Elevator treat for the neck but again not convinced it's doing much that a moisturiser wouldn't.
In the evening, I do exactly the same thing except that I swap a retinol serum and eye cream for the Vit D (No 7 retinol serum, Beauty of Joseon retinal and ginseng eye cream) and the Nivea water-based night cream for the moisturiser, no SPF.
I had terrible seb derm (constant redness, flaking and itching) that has gone completely into remission in the year since I started this and my skin tone and shade, which I thought had been totally wrecked and reddened permanently in blotches by years of steroid creams to treat the seb seem, has evened out so much that you can barely see any staining now.
Seriously don't fret about using expensive products. The cost honestly doesn't make a difference. It's just packaging. I listened to various dermatologists on reputable podcasts that said retinol, Vit D and SPF are the products that have an evidence base so that's what I have prioritised (and HA for the instant plump).
PS two things: (a) you should use SPF daily during the day anyway but you must if you're applying retinol or retinal (which you should do in the evening not the morning). And (b) you can get moisturisers with an SPF included but I always use an SPF serum or product over moisturiser because my understanding is that the moisturisers with SPF don't contain enough SPF.