You've been applying your serum all wrong, according to Jennifer Aniston's facialist. Here's how to restore an instant glow

So you think you know how to apply serum correctly? We're willing to bet you're not using this science-led technique...

how to apply serum
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(Image credit: Getty Images BEVERLY HILLS, CALIFORNIA - JANUARY 05: Jennifer Aniston attends the 77th Annual Golden Globe Awards at The Beverly Hilton Hotel on January 05, 2020 in Beverly Hills, California. (Photo by Steve Granitz/WireImage)

You might think that price is the overarching factor when it comes to how well your skincare works. The more expensive your skincare, the more active the ingredients, surely? 

Actually no. Getting the most from your skincare all boils down to the application. How to apply serum, in particular, is a game changer when you understand the scientific method behind it.

What we can all agree on, is that in order to get results, the ingredients in your skincare need to penetrate beyond just the surface.  How we do that, however, depends on the consistency of the product.

Something with a more watery texture like a serum, for example, shouldn't be massaged into your skin the same way a face cream or cleanser would be.

“Serums and toners work best when you use a 'press/release technique'," says celebrity facialist Joanna Czech, whose clients include Jennifer Aniston

"When you press the skin with all four fingers, it microscopically opens; as you release, it grabs on to the product - a bit like a sponge." 

After gently tapping your skin to ensure everything has absorbed, "go in with another layer," she advises.

This is crucial when you consider the role that serum plays in your routine.  Serum is ultimately the most transformative of your products.  According to dermatologist Dr Justine Kluk, it contains powerful actives in the highest concentrations.

In other words, you apply them with the intent of treating skin concerns. So why not try the trick that maximises their wrinkle-fighting, brightening and moisturising performance?