The most important factor is skin aging is sun exposure. Twin studies have compared skin aging based on exposure have demonstrated a significant  difference. I don't believe that cosmetics play much if any role in prevention and definitely not in reversal on a clinical basis even if they are able to make claims based on "studies". Some cosmetics appear to have a temporary effect but are not maintained on stopping the product so it is unclear if the vehicle may be improving texture or tightening in the eyes of the consumer.

Genetics is the next most important factor in skin aging and this is a black box. I generally ask patients to buy the most effective physical not chemical sunscreen they can afford and use it every day not only in the summer.

Indeed, Sun exposure is the main ( modifiable) cause of ageing. Hence sun protection is vital. As you rightly put it, cosmetics are marketed based on a "hype". More than often the "active ingredients" in the cosmetics cant really peenetrate the epidermis to reach the dermis or deeper layers.

However, the concept of chemical peels, dermabrasion etc is scientific, LASER resurfacing is scientific.

but in Fitzpatrick 4 to 6 skin types(Indian population) one has to be very cautious with aggressive modalities for rejuvenation.

Antioxidants, Vitamin A and E against skin aging.

Knowledge of the mechanisms by which manifests premature skin aging, not determined by genetic factors, provides the basis for the approaches to its prevention and treatment selection more effective to combat it.

In fact, "counteract the formation of wrinkles" is the result of a synergy of functionality that could be summarized as follows:

Topical application of antioxidants, molecules able to "capture" and neutralize free radicals, responsible for irreversible damage against the skin;

Using constant and continuous, during sun exposure, chemical or physical filters, which shield against UVA and UVB rays to prevent from damage induced by ultraviolet radiation;

Using molecules smoothing and exfoliants, such as alpha-hydroxy acids, which stimulate the physiological cell regeneration, making the skin softer and brighter;

Application of depigmenting molecules that inhibit the production of melanin, reducing the intensity of age spots;

Application of peptides muscle relaxants can reduce the loss of elasticity and skin tone, by means of blocking action of the muscle that mimics that of the botulinum toxin;

Using agents soft-focus, substances able to reduce the visibility of skin roughness by means of a phenomenon of optical type.

natural skin care like: green clay, cleaning with water every day (just water for face), and cleaning with good products like alep soap and morocan black soap.

hydrating with natural oils