Skincare Routine Order: What Goes First, and What Can You Skip?

You buy a serum for dullness. Then a toner catches your eye. A friend recommends retinol. Before long, the bathroom shelf is full, and you are still wondering what goes on first.

The order is easier than the product shelf might suggest. Start with cleanser. Apply your treatment or serum next, follow with moisturiser, then finish your morning routine with SPF. In the evening, cleanse, apply your chosen treatment and moisturise.

You do not need a long list of products to have a considered routine. A few suitable steps, used consistently, are often easier to maintain than a shelf full of products competing for attention.

The short answer: what order should skincare go in?

This is a useful general order. Some prescribed or specialist products have specific instructions, so follow the advice given with your treatment. Dermatologists also recommend keeping the sequence straightforward: cleanse, apply treatment, then moisturiser and/or sunscreen. Using too many products, particularly several active treatments, can irritate skin. 

Why does cleanser come first?

Cleanser prepares the skin for the rest of your routine by removing surface oil, makeup, sunscreen and everyday build-up. Applying a treatment to freshly cleansed skin also means it is not going over a layer of makeup or the day’s residue.

Choose a cleanser that leaves your skin feeling comfortable. A tight, dry or “squeaky clean” feeling can be a sign that the formula or cleansing routine does not suit you.

In the evening, a first cleanse can help loosen makeup or water-resistant SPF. You can follow it with a face cleanser if your skin needs it. Double cleansing is a useful option for some people, but it is not a required two-step ritual for everyone.

Explore our facial cleansers and look for a formula you will enjoy using regularly.

Step two: apply your serum or treatment

Serums and treatments usually come after cleansing and before moisturiser. Choose one based on what you want help with, rather than adding several because they are popular.

For example, you might choose a hydrating serum if your skin feels tight, or a brightening product if uneven-looking tone is your main concern. A vitamin A product requires more consideration: follow its directions and introduce it gradually if you are new to it.

If you use a prescribed treatment, follow the instructions from your clinician or pharmacist. If you are choosing a cosmetic active, introduce one new product at a time. That makes it easier to understand how your skin responds.

Browse our serums and choose one that fits your routine and your main concern.

Step three: moisturiser

Moisturiser follows your serum or treatment. It helps keep skin feeling comfortable and can reduce the tightness some people notice after cleansing.

The best texture is the one that suits your skin and that you are happy to use:

• If your skin feels dry or tight, you may prefer a richer cream.
• If you dislike a heavy finish, try a lighter lotion or gel.
• If your skin looks shiny, a lighter moisturiser may feel more comfortable than skipping the step altogether.

You do not need a different moisturiser for every season, but your preference may change with the weather or how your skin feels. Explore our moisturisers to compare textures.

Step four in the morning: SPF

Sunscreen is the final step in your morning skincare routine, after moisturiser and before makeup. Choose a facial SPF you like wearing and follow its instructions for application and reapplication, especially when spending time outdoors, swimming or sweating.

Some moisturisers include SPF. If you use one, check its directions and apply it as instructed. You can also use a separate sunscreen after your moisturiser if you prefer.

Explore our facial SPF collection to find a formula that fits your routine.

Where do toner, eye cream and face oil fit?

These products can be enjoyable or useful, but none is compulsory. Before adding another step, ask what you want it to do and whether your routine has a genuine gap.

• Toner or essence: If you use one, apply it after cleansing and before your serum, following the product directions.
• Eye cream: An optional step for people who prefer a product designed for the eye area. Check the label for where it can be applied.
• Face oil: This may suit someone who enjoys a richer finish. Its place in the routine depends on the formula and its directions.
• Exfoliant or mask: Use as directed. These products do not need to be daily steps, and several exfoliating products can leave skin uncomfortable.

If your cleanser, moisturiser and SPF are working well, you do not need to add another product just to make your routine longer.

How to build a routine around your skin

If your skin feels dry or tight

Keep cleansing gentle and try a moisturiser with a richer texture if that feels more comfortable. A hydrating serum can be an extra step, but it should not replace moisturiser if your skin still feels dry.

If your skin looks shiny by lunchtime

You can still use moisturiser. A lighter lotion or gel may feel more comfortable. Avoid trying to remove every trace of oil with harsh cleansing or frequent exfoliation.

If your skin is sensitive or easily irritated

Keep your routine simple while you work out what your skin tolerates. Introduce one new product at a time and follow the label. If you have persistent irritation or an ongoing skin concern, ask a qualified healthcare professional for advice.

If you are concerned about fine lines or uneven-looking tone

Begin with the basics, including daytime sun protection, then consider one targeted product that suits your skin. Starting several active ingredients at once can make it harder to know what is helping—or causing irritation. If you are unsure what to choose, ask a skincare professional for guidance.

Common skincare routine mistakes

• Adding several new products at once. If your skin becomes irritated, it can be difficult to tell which product caused it.
• Using more active products than your skin can comfortably manage. More layers do not necessarily mean better results. Introduce new treatments gradually and follow their directions.
• Skipping moisturiser because your skin is oily. A lighter texture may feel more comfortable than leaving your skin tight after cleansing.
• Treating SPF as an occasional step. Put it at the end of your morning routine and follow the product’s application directions.
• Expecting an overnight change. A routine needs consistency. Some concerns may also need professional advice rather than another product.

A simple routine to follow

You usually do not need to wait a set number of minutes between everyday skincare steps. Let each layer settle enough to apply the next comfortably, and follow any specific product instructions.