Help a millennial sister out

I (36f) know I need to be using better skin care products. I usually just use a basic face wash and an spf moisturizer. I went into an Ulta store and got immediately overwhelmed and left. Like what are some good companies and what products should I use? I am definitely starting to see some fine lines. My skin isn’t particularly dry or oily and I only get zits when I’m PMSing. Please help 🙏