In general, skincare products should be applied from the lightest, thinnest formulas to the thickest, heaviest formulas—this means that facial serum should usually be applied before moisturizer (unless otherwise directed on the product label). After cleansing and before moisturizing, apply a thin layer of serum over your entire face and neck. Allow the serum to absorb fully before moving on to the next step in your skincare routine. For daytime, we recommend applying a facial moisturizer with broad-spectrum sunscreen (SPF 30 or higher) after your serum, like CeraVe AM Facial Moisturizing Lotion. In the evening, a nourishing facial moisturizer with niacinamide—like our PM Facial Moisturizing Lotion—can make an excellent pick. Always refer to the instructions on your serum’s packaging and apply as directed.