Do you live near any department stores that offer skincare advice and facials?
If so, book in to have a facial ... perhaps start with something such as Clinique which has some great options for 30s ... tell them about your concerns prior - and get them to use recommended products on you. Don't be tempted to buy everything on the spot - just wait for a day or two to see how the products have felt on your skin. If you don't like what they used, move on to your next facial using a different brand.
I think you should seriously consider adopting a good routine now. At the very least, you'll need a cleanser, toner, moisturiser (with SPF for day, and without SPF for night), and an exfoliator.
Another suggestion - although it's a lot pricier - is to find a Dermalogica salon who will undertake a face mapping for you, to tell you exactly what you need (it's a scientific approach rather than a sales person telling you what you need). Dermalogica products are great - I've been using them for a while now and they really do produce wonderful results. They also sell little travel kits, which is an advantage if you want to try new products without going to the expense of buying full sizes.