Originally published June 5, 2021. Updated September 3, 2026.
A toner and a serum do different jobs. A toner is a light, water-based step that preps and rebalances skin right after cleansing. A serum is a concentrated treatment that delivers active ingredients, and it is where most of the visible results in a skincare routine come from. If you use both, the order is simple: cleanse, toner, serum, then moisturizer. Toner goes first, serum after. And if you only want one of the two, make it the serum. The rest comes down to what each one actually does, and which of our two serums fits your skin.
What is the difference between a toner and a serum?
A toner is a water-thin liquid applied after you wash your face. Depending on the formula it can rebalance skin after cleansing, lightly exfoliate, or add a first layer of hydration. Its work happens at the surface.
A serum is a concentrate. It carries a higher load of active ingredients in a texture designed to absorb, which is why serums are the step tied to visible change in the look of fine lines, tone, and texture. One is prep, the other is treatment.
| Toner | Serum | |
|---|---|---|
| Job | Preps and rebalances skin after cleansing | Delivers concentrated active ingredients |
| Texture | Water-thin | Light fluid or oil, more concentrated |
| Where it works | Surface refresh and light hydration | Absorbs to work on the look of lines, tone, and texture |
| Order | After cleansing, before serum | After toner if you use one, before moisturizer |
| Necessity | Optional | The workhorse step of the routine |
Toner or serum first?
Toner first, always. The rule of thumb across the whole routine is thinnest to richest: water-based products go on before concentrated ones so each layer can absorb instead of sitting on top of the last. In full:
- 1. Cleanse. Morning and night, your first step is a balancing cleanser that does not strip skin.
- 2. Toner, if you use one. Apply it and give it a moment to absorb or evaporate. If your face still feels wet, pat it dry before moving on.
- 3. Serum. Onto clean, dry skin. This is the step doing the heavy lifting, so put it on first before anything richer.
- 4. Moisturizer. Seals in the serum and hydrates skin, supporting the skin barrier.
- 5. SPF in the morning. Sun exposure is still the single biggest driver of visible aging.
Skip the toner and nothing else changes; every later step just moves up one slot.
Do you need both a toner and a serum?
No. A cleanser, a serum, a moisturizer, and SPF during the day cover the basics of a routine built for how skin actually looks and feels. A toner is a supporting act, and whether it earns a spot depends on what you want from it.
A toner makes sense if you like the reset it gives oily skin after cleansing, if dry skin drinks up the extra layer from a hydrating formula, or if you use a gentle, alcohol-free toner in place of aftershave. That last one is an underrated move: most aftershaves are drying and can leave freshly shaved skin red and irritated, and a hydrating toner does the calming part without the sting.
If none of those describe you, skip it without guilt. If you had to choose one product to add to a bare-bones routine, a serum will do far more for how your skin looks than a toner will.
What does a toner actually do?
It depends entirely on which kind you buy. Most toners fall into three camps:
- Astringent toners dry up surface oil and temporarily tighten the look of pores. Use them sparingly: stripping oil too aggressively can prompt skin to produce more oil in response, which starts a cycle you do not want.
- Exfoliating acid toners use ingredients like glycolic acid to sweep away dead surface cells. Useful on occasion for dull or flaky skin; too much leaves skin raw.
- Hydrating toners lean on humectants like hyaluronic acid and leave more moisture behind than they take away. The most broadly useful type, especially for normal, combination, and dry skin.
We do not make a toner, so consider this a field guide rather than a pitch: if a toner is in your routine, make sure it is the kind your skin actually needs.
What does a serum actually do?
A serum concentrates active ingredients in a vehicle built to absorb rather than sit on the surface. That concentration is why the serum step usually separates a routine that maintains from a routine that visibly changes how skin looks.
It is also why texture matters more here than anywhere else. Men's skin is thicker and typically oilier than women's, and the serum that suits a dry face in a mountain winter is not the serum that suits an oily face in August. That is not a flaw in either formula. It is the reason we make two.
Which serum should you use: The Good or The Great?
Both are multi-benefit serums built for men's skin, and they differ in ways that should impact the buying decision. The short version: The Good is the rich one, The Great is the lightweight one.
The Good: the rich oil serum
The Good is a cold-pressed oil serum with 27 botanicals, including jojoba, meadowfoam, sea buckthorn, and Coenzyme Q10, macerated over four weeks. On the PDP it carries the claim it shipped with: clinically proven to visibly reduce the appearance of lines and wrinkles, even skin tone, firm, and deeply moisturize. We recommend using it at night, so the usage differs slightly from a traditional serum: it is a rich antioxidant powerhouse that delivers treatment and moisture. Apply it in drops, adjusted to your skin: 4 to 6 for oily skin, 7 to 9 for normal, 10 to 12 for dry.
Best for: dry to normal skin, colder or harsher climates, and it is very popular with men 50 and up.
A rich, cold-pressed oil serum clinically proven to visibly reduce the appearance of lines and wrinkles, even skin tone, firm, and deeply moisturize.
87% of participants showed visible improvement in fine lines and wrinkles in a third-party, 8-week clinical study.* MADE SAFE certified.
Shop The Good · $86The Great: the lightweight serum
The Great is a fragrance-free lightweight serum built around niacinamide, a vitamin C derivative, collagen amino acids, re-engineered hyaluronic acid, and biomimetic exosomes. It absorbs fast, layers cleanly under a moisturizer, and is used morning and night: start with a dime-sized amount, about 2 to 3 pumps, on face and neck.
Best for: oily or combination skin, warmer climates, sensitive skin, and visible signs of aging.
A lightweight, fragrance-free serum with niacinamide, a vitamin C derivative, and biomimetic exosomes, built to absorb fast and disappear under the next step.
Improved measured skin hydration by 81% and reduced measured pore index by 26% in a third-party, 45-day clinical study.** National Eczema Association Seal of Acceptance.
Shop The Great · $86| The Good | The Great | |
|---|---|---|
| Texture | Rich botanical oil | Lightweight, fast-absorbing |
| Best for | Dry to normal skin · colder climates · very popular 50+ | Oily or combination skin · warmer climates · sensitive skin |
| Key ingredients | 27 botanicals: jojoba, meadowfoam, sea buckthorn, CoQ10 | Niacinamide, vitamin C derivative, collagen amino acids, biomimetic exosomes |
| How you use it | Nightly, in drops matched to skin type | Morning and night, dime-sized amount |
| Measured results | 87% showed visible improvement in fine lines and wrinkles* | +81% measured hydration · 26% lower measured pore index** |
| Recognition | MADE SAFE certified | National Eczema Association Seal of Acceptance |
| Price | $86 with subscription · $110 one-time | $86 with subscription · $110 one-time |
Both carry our 60-day satisfaction guarantee, and both go on at the same point in the routine: after cleansing, before moisturizer.
*In a third-party, 8-week clinical study with 53 male participants, using expert clinical grading, instrumental measurement, and subjective assessment. Individual results may vary.
**In a third-party, single-blinded, non-comparative in-vivo study with 36 male participants over 45 days. Instrumental measurements. Individual results may vary.
FAQ
Do you use toner before or after serum?
Before. Toner is a prep step that goes on right after cleansing, while serum is the treatment step that follows it. Let the toner absorb or evaporate first so the serum meets dry skin.
Can you skip toner and just use a serum?
Yes. Cleanser, serum, moisturizer, and SPF in the morning make a complete routine. Toner is an optional extra, useful mainly for an oily-skin reset, an added hydration layer, or as an aftershave alternative.
Can a toner replace a serum?
No. Toners work at the surface and are not concentrated enough to stand in for a serum. If you only use one of the two, use the serum.
Should men use a toner as aftershave?
It is a smart swap. A gentle, alcohol-free, hydrating toner calms freshly shaved skin without the drying sting of a traditional aftershave, which matters if razor burn or redness is a recurring problem.
What is the difference between The Good and The Great?
Texture and use case. The Good is a rich botanical oil serum applied at night, suited to dry to normal skin and colder climates. The Great is a lightweight, fragrance-free serum used morning and night, suited to oily, combination, or sensitive skin and warmer climates. Both are multi-benefit serums for men, both are $86 with a subscription, and both carry a 60-day satisfaction guarantee.