What's the best way to reduce wrinkles under the eyes?

I think I geneticly have wrinkly eyes, because my relatives also look young for their age except around the eyes. I'm 38 so it's really starting to show a lot. There's no bags but just way to many dry looking creases when I smile, even though I moisturize all the time. I would like to look natural but just a little less messed up there. I might even consider a cosmetic procedure like some kind of injections but I'm not too sure about that because I don't want to erase them completely, and I couldn't get it done where I live anyway. What kind of moisturizer should I be using?