Our serums are packaged in an innovative airless pump delivery system. With this revolutionary packaging, a diaphragm evacuates the product, ensuring 99.9% of the product will be used. This makes our packaging more "green" and sustainable with less waste. Important: Do not open the bottle. By letting air in, you are interfering with the airless delivery and no product will pump out. Put the top back on and tap the bottom of the bottle on the back of your palm or flat surface 5-10 times. Now pump a few times slowly. Repeat the tap and pump process. You are trying to "burp" the air out by tapping. Pumping too fast may cause air bubbles, so go slow. If after a few tries with no success, unwind a paperclip and place it in the small hole at the bottom of the bottle. Remember, do not open the bottle. Gently push the paperclip into the hole to force the air up and out of the bottle. Then slowly pump a few times. Notice the elevator-type action that will push up the product as it's pumped. This is why the pump is shorter than usual. It is not broken or damaged. Pump slowly, and enjoy!