The gel can be applied to either wet or dry skin. We saw slightly better results when applied to dry skin because the Clearista solution wasn't diluted by water upon application. However, if you use the gel right after cleansing (when your face is wet) you'll still see plenty of benefits. The greatest results you'll see with Clearista come from consistent use. If it's easier to use the gel daily after cleansing, then don't worry too much that you're missing out on the benefits.