This all depends on the type of serum you’re using.

Generally speaking, you should be applying a serum after cleansing and before you moisturise.

The time of day, on the other hand, is down to the ingredients in your serum.

If it’s retinol, you should be easing yourself into the serum a few days a week before applying it every night before bed.

You should also be following up with an effective SPF like La Roche-Posay Anthelios Ultra-Light Invisible Fluid SPF50+ as the ingredient leaves your skin more sensitive to UV rays.

“I always recommend applying serums morning and night after cleansing and before moisturising to enable maximum absorption,” explains Dr Hextall.

“If you’re applying more than one serum, apply the most fluid first.

“For example, in the morning I recommend applying a vitamin C serum first after cleansing, then the hyaluronic acid and then a light moisturising lotion to trap that hydration.

“In the evening, again after cleansing, I often recommend applying an active such as retinoid or an antioxidant serum, then hydrating products.

“The benefit with serums is that they can be layered. That being said, just because a serum is available it doesn’t mean that it should be applied.

“It is very important to balance actives with calming hydrating products. My mantra is active/repair – for a healthy skin barrier this approach is essential.”

The ultimate guide to which serum you should be using and when