Believe it or not, the order you apply your products in does matter if you want to get the most out of your skincare regimen. For best results, follow the guide below. Step 1: Cleanser Start your skincare routine by removing dirt, oil, and impurities with a gentle, sulfate-free cleanser. For the ultimate clean, we recommend the Double Cleansing method. Step 2: Toner A lot of people choose to skip (this important) step even though it’s incredibly important! Apply an alcohol-free toner immediately after cleansing to balance your skin’s pH (which is disrupted by cleansing), refine pores and remove any traces of dirt or oil that your cleanser may have missed. We love toners infused with ingredients like Rosewater and Witch Hazel to shrink pores and leave skin radiant. Step 3: Serum Serums contain concentrated multi-active ingredients that are rich in nutrients – so they should be in direct contact with the skin before any moisturizers or sunscreens are applied. Look for high concentrations of ingredients like Hyaluronic Acid for ultimate benefits. Step 4: Moisturize Apply your moisturizer last, to hydrate and protect the skin. Choose one with a physical SPF of 30+ during the day, and use richer, concentrated moisturizers in the evening before bed.