I don't believe in spending money on wrinkle creams from cosmetic companies. Besides sunblock, I do believe in my dermatologist though I use Renova for the fine lines under my eyes since Renova's really rich so it doubles up as my eye cream for the night. For the rest of my face, I alternate Retin-A and AHAs. For the deeper creases eg crows' feet, 6 Cool Touch laser sessions. They smoothed out perfectly.
I just use drugstore eye creams for hydration.
I agree with all the rest of the posters so far. Also enough sleep and try to live as healthily as poss.
At night I use a rich cream-based Retin-A formulation called Renova for fine lines under my eyes.
Crows' feet - 6 cool touch laser sessions worked for me (they weren't really crows' feet but there were creases at the outer-corner of my eyes. Since I can well imagine they will develop into fully-fledged ones in say 5-7 years' time, doing something at 30 shouldn't hurt)
During the day, I use gentle hydrating eye-creams from the drugstore. I like Origins' Eye Doctor, it doesn't promise anything but it is gentle. Dr Hauschka's Eye Balm is another one I like. HTH
I use 
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