How do I apply a facial serum?

Facial serums are concentrated active ingredients that have become an essential part of our skincare routines as they offer a multitude of benefits for the skin. However, to reap their full benefits, it's essential to know how to apply them properly. In this article, we'll give you some advice on how to make the most of your facial serum.

By Coralie Techer

Updated on 2/3/2026Reading time: 0 min.

What is a serum?

In modern cosmetics, a serum is defined as a formula that is more liquid than a cream. Aqueous or oily, it penetrates the skin quickly. This texture is designed to maximise its effect: a serum's formula is more concentrated in active ingredients than other facial care products. This concentration of powerful active ingredients makes it possible to target specific skin problems or needs more effectively.

Why use a serum?

A serum has specific features and properties that make it an essential part of any skincare routine. Thanks to its fluid texture and concentrated active ingredients, it penetrates quickly and deeply into the skin, allowing specific problems to be targeted. Serums are formulated to provide solutions to the skin's precise needs, such as hydration, radiance, anti-ageing or anti-imperfections.

What's more, applying a serum reinforces the action of the skincare products applied afterwards, because a serum is not formulated to be used on its own. Because of its fluid texture, a serum does not act as a protective barrier and does not replace a day or night cream.

What are the benefits of serums?

Serums are concentrated skincare products that offer rapid, targeted action to treat specific skin problems.

Rapid absorption: Thanks to their light texture, serums penetrate the skin quickly, allowing instant absorption of the active ingredients.
High concentration of active ingredients: Serums contain higher concentrations of active ingredients, making them particularly effective for treating specific skin problems such as pigmentation spots, wrinkles or dehydration and achieving targeted action.
Rapid results: Thanks to their concentrated formulation of active ingredients, serums deliver visible results more quickly than other skincare products.

Choosing the right serum for your skin type

The first step to applying a face serum effectively is to select the right product for your skin type. Skin needs vary from person to person, and there is a wide range of face serums designed to meet these specific needs. To choose a serum that's right for your skin, start by identifying your main concerns (for example, dry skin, signs of ageing, blemishes). Check product labels for specific active ingredients that meet your needs.

Hyaluronic acid is a key active ingredient for dry or dehydrated skin. It works by attracting and retaining moisture in the skin, providing deep hydration. This helps to restore suppleness and elasticity to the skin. If your skin is often taut, uncomfortable or shows signs of dehydration such as dry lines, a hyaluronic acid serum is ideal.

Vitamin C is a powerful antioxidant that is particularly effective for dull skin, uneven skin tone and signs of skin fatigue. It is recommended for brightening the complexion, evening out the skin and reducing pigmentation spots. A vitamin C serum is therefore ideal for mature skin, uneven skin tones with hyperpigmentation spots and for preventing the signs of ageing.

Retinol, a derivative of vitamin A, is also used to combat the signs of ageing. It promotes cell renewal, reduces fine lines and wrinkles and can also be effective against blemishes and acne. If you have mature skin with a few imperfections, retinol is ideal for firming, smoothing uneven skin and reducing the appearance of spots. Discover the optimised concentrated retinal serum.

Collagen is a protein that is naturally present in the skin and impacts its firmness and structure. Its production decreases with age, so incorporating a collagen serum into your routine can help firm and strengthen your skin's structure. The collagen peptides in collagen serum stimulate the activity of fibroblasts. As a result, this active ingredient is particularly recommended for mature skin, to improve skin elasticity and to help reduce the signs of ageing.

Nicotinamide, or vitamin B3, is particularly suitable for oily or acne-prone skin. It helps to reduce blemishes and the appearance of spots, and mattifies the skin by regulating sebum production. Discover the Nicotinamide and Zinc serum.

By choosing a serum with active ingredients specifically adapted to your skin, you can maximise results and effectively target your skin concerns.

Skin problems and targeted serums

Radiant complexion

A number of factors, such as sun exposure, age, blemishes or hormonal imbalances can lead to problems such as brown spots and a dull or uneven complexion.

10% Vitamin C & Astaxanthin Serum Concentrate

This face serum with 10% vitamin C helps to improve the appearance of dull complexions. A must-have in anti-ageing skincare, vitamin C stimulates collagen synthesis, fights the signs of photoageing, evens out the complexion and reduces brown spots, helping to restore smoother, firmer, more radiant skin.

10% Vitamin C & Astaxanthin Serum Concentrate

Glycolic Acid Serum Concentrate

Brighten up your complexion with our highly concentrated face serum with glycolic acid and AHA fruit acids! Thanks to its exfoliant effect, this serum eliminates dead cells and stimulates skin renewal for a radiant, even complexion.

10% Glycolic Acid & AHA Serum Concentrate

Moisturising and anti-ageing

As you age, the skin has more difficulty retaining water in its tissues. Skin firmness and elasticity also decline, leading to the appearance of wrinkles, fine lines and sagging skin. To combat these signs of ageing effectively, it is essential to combine moisturising and regenerating active ingredients capable of restoring the skin's balance while reinforcing its fundamental structures.

Plant-derived Spilanthes Serum Concentrate

This serum prevents and reduces wrinkles thanks to an innovative plant complex of Spilanthes and French Lavender, which inhibits muscle contractions. It targets expression lines on the upper and lower face. This serum concentrates a combination of hyaluronic acid, cacay oil and astragalus to prevent collagen breakdown, strengthen the skin barrier and combat oxidative stress. Skin is smoothed, plumped and firmed.

Discover Plant-based Spilanthes Serum Concentrate

Vegan Collagen Serum Concentrate

This firming, anti-wrinkle and restructuring serum is concentrated with 1.5% vegan collagen, and provides a comprehensive anti-ageing solution by acting simultaneously on several signs of ageing. With its low molecular weight, vegan collagen penetrates deeply to help repair and regenerate the skin. It plumps up the skin, fights skin sagging and reduces the depth of fine lines and wrinkles. Enriched with hyaluronic acid for intense moisturising action, it maintains the integrity of the skin's barrier and gives the skin a plumped-up appearance.

Discover the Vegan Collagen Serum Concentrate

Bakuchiol Serum Concentrate

Concentrated with 1% bakuchiol, this natural active ingredient helps maintain skin firmness, smoothes fine lines and reduces brown spots caused by hyperpigmentation due to age or blemishes.

Discover Bakuchiol Serum Concentrate

Retinal Serum Concentrate

A complete anti-ageing treatment, this serum is concentrated in retinal, the precursor of retinoic acid, the only active form of vitamin A. An essential multi-targeting active ingredient against the signs of ageing, retinal firms the skin, reduces wrinkles and fine lines, fades spots and rosacea and brightens the complexion.

Discover Retinal Serum Concentrate

Anti-blemish, keratolytic and mattifying

Combination, oily or blemished skin often has excess sebum, dilated pores, blackheads, persistent redness and spots.

2% Salicylic Acid & Zinc Serum Concentrate

Perfecting treatment for combination to oily skin. Its formula, concentrated in plant-derived salicylic acid with keratolytic and exfoliating action, is combined with two forms of Zinc, PCA and zinc hyaluronate, to reduce imperfections and provide enhanced action on pores.

Discover 2% Salicylic Acid & Zinc Serum Concentrate

10% Azelaic Acid Serum Concentrate

A comprehensive anti-imperfection treatment, this concentrated serum with 10% azelaic acid is the answer for combination, oily, blemish-prone and acne-prone skin, for a clearer, brighter complexion. Azelaic acid, known for its keratolytic, anti-comedonal and antibacterial effects, acts simultaneously on several factors responsible for acne. This serum unclogs and tightens pores, regulates excess sebum and calms skin redness. The results? Blackheads and whiteheads are reduced, pores are tightened and smoothed, and the complexion is clear and shine-free.

Discover 10% Azelaic Acid Serum Concentrate

How to use your serum

The order in which products are applied: When you're layering (put simply, you have several products in your skincare routine), it's important to respect the order in which each one is applied. In general, the face serum is applied after the skin cleanser and toner, but before the moisturiser, sun cream or treatment oil. This sequence allows the serum to penetrate the skin effectively and work deep down.
Cleanse and prepare the skin: Before applying your serum, it's essential to thoroughly cleanse your face to remove impurities, excess sebum and residues of cosmetic products.
Use a small quantity of serum: A face serum is a product concentrated in active ingredients, which means that using a small amount is enough. As a general rule, one or two drops of serum are more than enough to cover the entire face. Applying too much serum won't increase its effectiveness, as saturated skin won't soak it up any more.
Apply morning and night: Daily application of your serum is essential for optimum results. Results are often only visible after several weeks of regular application.
Avoid rubbing your skin vigorously when applying: This can cause irritation.

What routine will maximise the effect of your serum?

Gentle cleansing

Start by gently cleansing your skin to remove impurities and prepare it for skincare products. Our organic Jojoba & Calendula make-up remover bar is ideal for removing make-up from the eyes, lips and complexion, and is suitable for all skin types, even oily and delicate skin.

Moisturiser: Apply a moisturising cream to seal in the benefits of the serum and protect the skin. The 100% certified organic moisturising face and body cream provides your skin with intense, long-lasting hydration for up to 8 hours after application.

Gua Sha massage

When applying your cream, you can use a quartz Gua Sha tool for a gentle facial massage. This stimulates blood circulation and helps tone the skin.

Contraindications

Some cosmetic active ingredients are not suitable for use during pregnancy or while breastfeeding, due to their concentration in active ingredients. Similarly, some active ingredients can be photosensitising and should only be applied in the evening, with sun protection essential the following day to avoid the risk of blotchiness. It is therefore crucial to always read the contraindications of your serum carefully before use to ensure that it is suited to your needs and skin type.

Recipes for serums you can make at home

Ingredients (without scales)

3.5% Hyaluronic Acid Serum Concentrate

30 ml bottle

Algo'Zinc active ingredient

26 drops

Organic Sicilian Lemon Essential Oil (furocoumarin free)

1 drop

Preparation

Put the Algo'Zinc and Sicilian lemon essential oil directly into the bottle containing the hyaluronic acid serum concentrate.

Stir with a stainless steel spatula to mix thoroughly before closing the bottle.

Note: the pH of this blend is approximately 5.0-6.0.

Store your bottle away from light and heat.

*Storage: if stored properly and manufactured under optimal hygiene conditions, your product will keep for at least 1 month.

Further information

This face serum for skin with imperfections combines three natural ingredients to combat skin problems:

Hyaluronic acid face serum improves the skin's elasticity while moisturising and protecting it from external aggressors.
The cosmetic active ingredient Algo'Zinc regulates sebum production and purifies the skin. It has proven effectiveness against the bacteria responsible for acne, making it a very interesting active ingredient in a skincare product to combat pimples.
Organic furocoumarin-free Sicilian lemon essential oil is non-photosensitising and perfect for use in cosmetics. It purifies and regulates problem skin, clarifies the skin and helps combat the effects of ageing. A wonder for perfect skin.

Ingredients (without scales)

Bakuchiol Serum Concentrate neutral base

30 ml bottle

Oat Carrier Oil

1 ml

Organic Bisabolol cosmetic active ingredient

3 drops

Preparation

Open the bottle of Bakuchiol serum concentrate.

Add oat oil and bisabolol directly to the bottle.

Close the bottle and shake.

Store your bottle away from light and heat.

*Storage: if stored properly and manufactured under optimal hygiene conditions, your product will keep for at least 6 months.

Further information

This face serum combines all the properties of exceptional ingredients to meet the skin's needs:

Our Bakuchiol face serum, a natural alternative to retinol, with both anti-ageing and anti-imperfection qualities. An antioxidant, regenerator and collagen booster, this natural active ingredient extracted from Babchi seeds helps to maintain skin firmness, smooth fine lines and reduce dark spots. It also improves the condition of acne-prone skin by regulating, repairing and purifying it without harming it.
Our oat oil, ideal for formulating moisturising and anti-ageing skin care products thanks to its soothing, protective and softening properties.
Our Linaloe Berry essential oil is toning and regenerating and popular for combatting the signs of ageing.
Our Bisabolol cosmetic active ingredient, an active compound found in several plants, including chamomile and candeia, is known as a powerful soothing active ingredient for sensitive and uncomfortable skin.

Expert advice

The neck is often neglected, yet it's just as important as the face. To prevent the skin on your neck from ageing prematurely, apply your serum to this area every day to reap its full benefits.

Find out more

Results vary depending on the ingredients and how regularly they are applied. For most serums, effects can be seen after 4 to 6 weeks of regular use.

The frequency depends on the type of serum and your skin type. As a general rule, a serum should be applied once or twice a day, morning and/or evening, to clean skin before moisturising.

From adolescence onwards, a serum can be used to target specific skin problems, such as acne. At this age, the skin undergoes hormonal changes that can lead to the appearance of spots, blackheads and excessive sebum production. A serum formulated with ingredients such as zinc and salicylic acid can help regulate sebum production, purify the skin and reduce blemishes.

Spotlight on our editor: Coralie Técher

Coralie has spent seven years working as a journalist and editor specialising in women’s issues. With a particular passion for beauty and wellbeing, she is committed to highlighting nature’s self-care solutions. Always staying up to date with the latest research and trends, she enjoys sharing the most relevant and trustworthy insights with her readers.

Bibliography

Zaenglein, A. L., et al. "Guidelines of Care for the Management of Acne Vulgaris."

Journal of the American Academy of Dermatology, vol. 74, no. 5, 2016, pp. 945-973.e33. DOI: 10.1016/j.jaad.2015.12.037.

Surber, C., et al, "Dry Skin and Its Treatment".

Therapeutic Dermatology, 2018, pp. 45-62.

Matrice extracellulaire et vieillissement vasculaire.

Med Sci (Paris), vol. 22, no. 3, 2006, pp. 273-278. DOI: 10.1051/medsci/2006223273.

Gunawan, I., Widayati, R. I., Riyanto, P., Budiastuti, A., Malik, D. A., Muslimin, W., Widyawati, and Suhartono Sibilla, S., Godfrey, M., Brewer, S., Budh-Raja, A., and Genovese, L.

"Collagen Degradation in Aged/Photodamaged Skin in Vivo and After Exposure to Matrix Metalloproteinase-1 in Vitro." Journal of Investigative Dermatology, 2003.