Just when you’ve mastered the whole cleansing, toning, and moisturising thing, an entirely new cast of skincare players is about to enter the scene expanding your beauty routine. Your routine may be the simple trio of a cleanser, toner and moisturiser or the quite elaborate 10 to 13 step- whatever the case the correct sequence of application is what makes all the difference. If there’s any confusion over whether your serum should be slapped on before your moisturiser, or when exactly you need to apply your sunscreen – don’t worry – this guide has got you covered. It lays out the sequence in clear steps and explains the reasoning behind each one in a way that makes sense.

WHY DOES IT MATTER?

Just when you’re finally comfortable with the basics of skincare – you know, cleansing, toning, and moisturising – it seems like you’re suddenly faced with an unexpected deluge of new products to deal with. Essences, serums, exfoliants, ampoules, facial oils and more – the list just goes on and on. To top it off, the beauty industry is always moving and grooving, introducing ever new must-have products and formulas to stay current. It can be a bit much, especially when your skincare routine is only 3 steps and then suddenly someone mentions an 11 step ritual. In all the fuss, though, one thing remains constant: the order in which you put on your products matters a great deal.

Getting the order right isn’t just a matter of doing what you think looks right, it’s a matter of making sure each product can work properly and do its job to the best of its ability. Lightweight products like serums need to sink in deep, while thicker products that lock things in like moisturisers and sunscreens – they just want to seal it all in. If you layer incorrectly, not only will you waste your time and money – but you’ll also end up with products that aren’t doing what they’re supposed to. So if you’ve ever asked yourself whether your vitamin C serum comes before your moisturiser or when is the best time to apply your SPF for maximum protection, this comprehensive guide has the low-down on each step, and the reasoning behind it all. The good news is that this recommended order works for pretty much everyone – whether you’ve got oily skin, dry skin, sensitive skin or a mixture of the three.

STEP 1: CLEANSER

Every effective skincare routine starts with one really important idea: you’ve got to begin with a clean face. No matter how good or how expensive your serums and moisturisers are, they just won’t work properly if they’re layered over dirt, excess oil, or left over makeup. So, cleansing is the one thing you really can’t get away from – not just to wake up feeling fresh in the morning, but to wash away all the gunk that’s built up on your skin overnight. In the morning you clear out the sweat and the overnight buildup, and in the evening you tackle the dirt and grime from the day plus all the product residue that’s been left behind.

You need to choose the right cleanser for your skin and your lifestyle. If you wear makeup, sunscreen or live in a polluted city, you might want to do a double cleanse in the evening. This means using an oil-based cleanser to dissolve makeup and SPF and then a water-based or foaming cleanser to deep clean the skin. If you have oily or acne prone skin you might prefer a gel or foaming formula for that squeaky clean feel, if you have dry or sensitive skin you might want a gentle non-stripping cream or milk cleanser to keep your skin hydrated and comfortable.

At the end of the day, cleansing is about setting the scene. When you do it right, it lets all your other skincare products sink in better, makes sure the active ingredients can get through to your skin, and helps keep your skin looking healthy and balanced in the long run. Your skincare routine might be super simple or really complicated – either way, you should never underestimate the importance of this first move.

STEP 2: TONER 

Step 2 in your daily skincare routine is a classic with a modern twist—your toner. Often overlooked, this lightweight liquid does more than just feel good on the skin. While it may seem like just a refreshing splash after cleansing, a good toner does more than just feel good on the skin—it prepares your skin for what’s next in your routine.

Toner is a second cleanse and first treatment. It sweeps away any remaining oil, dirt, makeup residue or cleanser that may still be on the skin after your first wash. So your serums, essences and moisturisers can absorb without obstruction. For those with visible pores, certain toners—especially those with witch hazel, niacinamide or gentle exfoliants—can help refine and minimise them over time, giving the skin a smoother, more even texture.

Just as important, toner rebalances the skin’s pH. After cleansing, especially with more alkaline products or tap water, the skin’s natural acidity can get slightly thrown off. A good toner puts it back to its optimal pH range, supporting the skin barrier and helping to maintain moisture, resilience and overall health. Whether your toner is hydrating, clarifying or exfoliating, it’s the perfect bridge between cleansing and treatment—sets the tone, literally, for everything that follows.

STEP 3: SPOT TREATMENT

If you get blemishes, breakouts or congestion, this is where your targeted treatment comes in. While your overall skincare routine looks after your whole face, spot treatments are designed to zero in on specific problem areas—delivering powerful, fast acting ingredients exactly where you need them most.

These concentrated formulas are often loaded with actives like salicylic acid, benzoyl peroxide, sulfur or tea tree oil, each working to reduce inflammation, kill acne causing bacteria, unclog pores and speed up the healing process. By applying them directly to the area—rather than all over the face—you can treat breakouts without over drying or irritating the rest of your skin.

In a routine for blemish prone skin, targeted treatments are not just helpful—they’re necessary. They treat visible flare ups and help minimise the risk of future breakouts when used consistently. For best results apply after toner but before heavier serums or moisturisers so the active ingredients can penetrate effectively without being diluted or blocked. Whether you get the odd hormonal spot or persistent acne, this step gives focused support where your skin needs it most.

STEP 4: SERUM

If adding a serum to your skincare routine feels like new territory, you’re not alone—but you’re also about to discover one of the most powerful steps in any routine. Serums are super concentrated formulas, designed to target specific skin concerns deeper than your moisturiser or toner. Packed with active ingredients, they are the problem solvers of skincare—brightening, hydrating, smoothing or repairing the skin depending on your needs.

A good rule of thumb for applying skincare is to layer from thinnest to thickest. Serums are usually lightweight and fluid so they absorb quickly and penetrate into the skin. Apply them after toner (or your blemish treatment if applicable) so their active ingredients can get to work without interference from thicker products.

One of the most popular and effective is a Vitamin C serum, often used in morning routines. Vitamin C is an antioxidant, it helps to visibly brighten dull skin and even out pigmentation and acts as a shield against daily environmental stressors—pollution, UV exposure and free radicals. By neutralising these stressors Vitamin C prevents premature ageing and supports a more radiant youthful complexion.

For people struggling with dry skin or dehydration, a hydrating serum is basically a must-have. Ingredients like Hyaluronic Acid are super good at sucking up and holding onto moisture in the skin – it’s what gives it that all-important plumper, more radiant look. On the other hand, serums with Retinol do a great job of helping to turn over skin cells, giving you smoother looking skin and reducing fine lines, although – and this is a bit of a thing – you might want to save those for the evening because of how sensitive they can be to sunlight.

Let’s get real – serums are where your skincare routine really starts to get serious. They’re the ones that deliver all the good stuff directly to where it’s needed most. Whether you’re after a glow up, trying to clear up your skin, or just want to firm up a bit – there’s a serum out there that’ll help you do it. And the best part is, by using serums, you get to tailor your routine to your specific skin type and concerns – so you can let your skincare do the hard work for you.

STEP 5: EYECARE

Your eyes are usually the first place where you start to see signs of stress and fatigue – and that’s why taking care of them is so important. The skin around your eyes is pretty thin and delicate, meaning it’s super prone to getting dark circles, puffiness, fine lines and dryness. That’s why using a specialist eye cream or serum isn’t just a nice-to-have – it’s a smart thing to do that can make a real difference over time.

To help sort out those dark circles and give your tired-looking eyes a bit of a lift, just gently smooth a bit of product under your eyes, using your ring finger to tap it in so it absorbs properly. Don’t pull the skin – you don’t want to tug on those delicate bits. Choose a product that’s tailored to your specific concerns – whether it’s puffiness, fine lines, elasticity or pigmentation.

For daytime use, an eye serum with Vitamin C is the way to go. Known for its antioxidant properties and brightening power, Vitamin C reduces the look of shadows and discoloration under the eyes and protects against environmental stressors like pollution and UV damage. If you want to address multiple concerns – wrinkles, loss of firmness, dullness – go for a multi-corrective anti-ageing eye cream. These advanced formulas target all four key eye zones: under the eye, crow’s feet, eyelid, and brow bone to lift, smooth and rejuvenate.

Adding an eye treatment to your morning and evening routine will help you look youthful and well-rested even on your most sleep-deprived days. Over time, consistent use of the right formula will soften expression lines, boost hydration and luminosity to one of the most expressive areas of your face.

STEP 6: MOISTURISER

After your serum, a hydrating moisturiser will help lock in all the goodness of the active ingredients. To compensate for your skin’s daily moisture loss (it can be up to 500ml a day) and protect your skin barrier function, choose a moisturiser with Squalane. Try Ultra Facial Cream for all-day hydration. ​

Lighter formulas in the morning should be easily absorbed and won’t clog pores. In the evening, opt for a nourishing night cream that will work in tandem with your body’s natural overnight recovery process.

STEP 7: FACIAL OIL

If your skin is dry or feeling particularly dehydrated, adding a nourishing facial oil at the end of your skincare routine will provide extra hydration and lock in moisture for a supple, glowing complexion. Unlike lighter, water-based products, facial oils create an occlusive barrier on the skin’s surface, sealing in all the goodness from your serums and moisturisers and preventing valuable moisture from escaping throughout the day or night.

Because oils create a barrier and don’t penetrate deeply, it’s important to apply them last in your routine to get the most benefit without blocking the absorption of other active ingredients. In the daytime, this means applying your facial oil—our soothing, calming face oil for problem skin for example—after your moisturiser but before sunscreen. This way your skin stays nourished and protected without compromising your sun defence.

In the evening, facial oil is the final step—a luxurious, restorative seal that works overnight to replenish and repair. Our evening face oil with Squalane is a great example: lightweight yet deeply hydrating, it mimics the skin’s natural oils to soothe irritation, improve elasticity and strengthen the skin barrier. Regular use will leave your complexion feeling soft, balanced and glowing with health.

At night, facial oil is the final step—a luxurious, restorative seal that works overnight to replenish and repair. Our evening face oil, with Squalane, is a great example: lightweight yet deeply hydrating, it mimics the skin’s natural oils to calm irritation, improve elasticity and strengthen the skin barrier. Regular use will leave your skin feeling soft, balanced and glowing.

When choosing a facial oil, make sure it’s non-comedogenic, meaning it won’t clog pores or cause breakouts—especially if you have oily or acne prone skin. Jojoba oil, rosehip seed oil or Squalane are great options that nourish without weight. We also have a detailed guide on how to use face oils safely and effectively in your routine.

STEP 8: SUNSCREEN

We can’t stress this enough, but daily sunscreen is crucial. Whether it’s summer or winter, rain or shine, indoors or outdoors, daily sunscreen is one of the most powerful things you can do to protect your skin’s health and appearance.

Sunscreen is a barrier, shielding your skin not only from the visible damage caused by UVA and UVB rays—both of which cause premature aging, sunburn and skin cancer—but also from invisible environmental stressors like pollution and blue light from screens. These external stressors can break down collagen, cause uneven pigmentation and inflammation which will compromise your skin’s resilience over time.

By applying a broad-spectrum sunscreen suitable for your skin type and concerns, you’re defending your skin against these daily threats, preventing fine lines, wrinkles, dark spots and other signs of aging before they even start. Whether your skin is oily, dry, sensitive or combination, there’s a perfect SPF formula for you—be it a lightweight gel, hydrating lotion, mineral-based cream or tinted moisturizer.Looking for your perfect match? Check out our selection of sunscreens that provide protection and boost your natural glow and comfort. Remember: sunscreen is the final and most important step in your morning skincare routine so never skip it, rain or shine.

Conclusion

Starting a skincare journey can feel daunting but with the right knowledge and routine you’re off to a great start to having healthy glowing skin that’s tailored to you. From the foundation step to the sunscreen step each product plays a crucial role in supporting, nourishing and protecting your skin.

Remember skincare isn’t about chasing miracle products it’s about understanding your skin and using targeted treatments in the right order. Whether you’re fighting dryness with oils, blemishes with spot treatments or radiance with serums every step is a building block to long term results.

By customising your routine to your skin type and lifestyle and committing to daily protection and hydration you’ll be able to reveal your most radiant self no matter the season or age. So use this as your guide, experiment thoughtfully and enjoy the ritual of self care that benefits not just your skin but your whole being.

Here’s to your healthiest skin ever!