If you’ve ever stood at the bathroom counter staring at your products thinking, “Wait… does serum go before moisturizer or after?”—you’re not alone. Skincare order matters more than most people realize. Apply things in the wrong sequence, and you can accidentally make your routine less effective!

The good news? Once you understand the logic—thinnest to thickest—it’s actually simple. Let’s walk through the steps, the order, and why they matter.

Step 1: Cleanser (Always First)

Why: Cleansing clears away dirt, oil, sunscreen, and makeup so the rest of your routine can actually reach your skin. Without this step, serums and moisturizers just sit on top and can’t get through to work well. If you wear foundation or sunscreen (which I hope you do!) the act of double cleansing is very beneficial for your skin. Using an oil-based cleanser first will help gently lift oil, dirt, sunscreen, makeup and dried sebum allowing the cleanser to work better.
Science note: Research shows that proper cleansing supports the skin barrier and enhances penetration of active ingredients (Dermatologic Therapy, 2021).

Step 2: Toner or Tonic

Why: Think of toner as your skin’s “reset button.” It helps rebalance pH after cleansing and preps skin to better absorb what comes next. The moisture on your skin from your Toner or Tonic actually helps carry serums more deeply into the skin. So, always make sure your skin is moist before moving to the next step!
Our Age Defying Tonic and Brighten + Boost Tonics are packed with plant extracts that soothe and hydrate, making it perfect before serums.

Step 3: Serums

Why: Serums are concentrated formulas designed to target specific concerns—like fine lines, dryness, or uneven tone. They typically contain actives. Actives are potent ingredients that have huge benefits for the skin. So, by applying them before moisturizers, they have the best opportunity to be highly effective. Typically, you want your serums or actives to penetrate the skin quickly so that they can have the most opportunity to work. 
Pro tip: Apply serums while skin is still slightly damp from toner or tonic; this boosts absorption.

Step 4: Moisturizer or Balm

Moisturizer seals in hydration and creates a protective barrier. If you skip this, water evaporates more easily from your skin (that’s called transepidermal water loss).
For daytime, a lighter moisturizer like our Daily Face Cream is ideal. At night, something richer—like the Beauty Balm—locks in all the goodness. If you live in a dry climate, it’s advised to double moisturize if your skin feels dry. Beauty Balm would be the ideal moisturizer to apply last as it contains an occlusive. An occlusive ingredient is one that helps attract and retain moisture in the skin. So, it helps lock in all those precious actives!

Step 5: Sunscreen (Morning)

Sunscreen always goes last in your morning routine because it’s designed to sit on the surface as a shield. If you layer it under other products, you dilute its power.
And yes—it’s still the single most important step in anti-aging. Countless studies back it up (J Am Acad Dermatol, 2013).

Extras: Masks, Exfoliants & Eye Care

• Masks: 1–2 times a week after cleansing but before toner and serums.

• Exfoliation: Gentle exfoliants like our Bamboo Face Polish help serums and moisturizers work better—just don’t overdo it.

• Eye care: Apply eye serum or cream before moisturizer so it can sink in without interference.

The Bottom Line

The secret to an effective routine isn’t how many steps you do—it’s the order. Cleanse → Tone → Serum → Moisturize → SPF (morning). That’s it. Once you have the sequence down, your products can really do their jobs.

And here’s the best part: when you’re consistent with the right order, you’ll actually need fewer products over time because each one is working as intended.

Hope this helps!! 🙂

xoxo
Jewels