I'm not sure why you have sudden folds unless you have lost weight. But, I suggest seeing a Facial Plastic or plastic surgeon or dermatologist for evaluation. Facial fillers such as Juvederm or Perlane can help fill in the folds for a more youthful appearance!
Without seeing photos of the area you are concerned with I can't tell you if that is a good option for you. If you have a hollow under your eye creating shadows soft tissue fillers can work well here. We like Restylane Silk and Belotero in this area and we use blunt cannulas to reduce bruising....
Hyaluronic acid serums are great for adding hydration and mildly plumping your skin. However, the hyaluronic acid will not penetrate beneath the skin and add volume in the way that dermal fillers do. Serums will make your skin look brighter and smoother but will not fill in lines or folds....