I am going to try to give you my "top" tips without babbling too much.
#1 Water. Drink TONS of water. It REALLY matters in your skin.
#2 Avoid the sun/ALWAYS use sunscreen, especially with you being fair. Sun is the #1 cause of premature aging. Since you don't wear a lot of makeup, use a daily moisturizer that contains sunscreen and don't leave home without applying. I use one by Neutrogena, the Healthy Skin line, which contains SPF. Neutrogena is a Johnson & Johnson company and they test on animals, so I try to avoid it, but sometimes I use what is readily available and doesn't cost a fortune and in that department, I like Neutrogena. I also really like Aveeno's Radiant Skin line.
#3 At 30, you're really looking more for prevention than miracles, unless there are specific areas/issues you want to target. Along with sunscreen, moisturizing twice daily is necessary. I use a "day" cream for both day and night, but you could get one specifically for evening if you'd like. IMPORTANT: Don't forget your eyes and lips. The eyes/lids have very few sebaceous glands and the lips have none, meaning they do not produce sebum and, therefore, cannot provide their own moisture/protection. A good eye cream is essential to any anti-aging regimen and you can use the same cream around the contours of your lips. IMPORTANT #2: Don't forget your neck/decollette. You will frequently see celebrities with these radiant dewy faces, but look at their neck and decollette and it reveals their age. It is a common mistake to skip these areas, but will pay off in the long run. Whatever you do to your face, do to your neck and decollette.
#4 Avoid very hot water. There is no benefit to hot water for your skin really, and can actually strip the acid mantle and cause reactivity.
#5 Exfoliate, but no more than twice a week.
I think that's it for now.
I could give you a million product recommendations because I have tried everything. My FAVORITE though is an entire line you can get at a really awesome price:
I love EVERYTHING in that line and the savings is incredible (the exfoliating kit is $65 by itself,) plus the bonus gifts are freakin awesome. The moisturizer is day and night, wonderful cleanser, and while using the serum all over, you can target the typical problem areas, smile lines, eyes, etc. The only thing that would be missing from that for you is an SPF product, and they have two options for that, Shelter, or When Hope is Not Enough SPF 20, or you can just go with another brand for a facial sunscreen.
Besides Philosophy, I really love G.M. Collin and they have some AMAZING anti-aging products, but you're talking serious $$$$ there. Another suggestion, though, is to contact cosmetology schools in your area and inquire about aesthetician services. That is how I found G.M. Collin, but because they were students performing the services, you were getting super primo products and services for a tiny fraction of the price. They also would do a consultation for you and offer suggestions specific to your skin's needs.
As for brands readily found in the grocery/drug store, Neutrogena and Aveeno are the only ones I would use regularly, but I have heard WONDERFUL things about the full Olay line, but it would be more inexpensive to go with the philosophy kit for a superior product in that case.
Hope this helps!