Toner, serum, eye cream, moisturiser, sunscreen... and now a lash serum and a brow serum. Where do they go?
The order matters more than you'd think. Rich creams and oils can sit between your serum and your lashes, and some active ingredients don't belong near the lash line at all. Here's a simple morning and night routine.
Quick answer
Apply lash and brow serums after cleansing and toning, onto clean, dry skin, and before your other skincare. Let them dry for a minute or two, then continue with the rest of your routine, keeping eye cream, oils and active ingredients away from your lash line and brows. ILASH goes on once a night. IBROW goes on at least twice a day, so it goes into both your morning and evening routines.
Night routine
| Step | What | Tip |
|---|---|---|
| 1 | Remove eye makeup | Press and hold a soaked pad, then wipe gently. Don't rub. |
| 2 | Cleanse | Pat your face dry, especially around the eyes. |
| 3 | Lash serum (ILASH) | One thin line along the upper lash line. |
| 4 | Brow serum (IBROW) | Apply along your brows. |
| 5 | Let them dry | About 1–2 minutes. |
| 6 |
Toner (optional) |
Keep it off the lash line. |
| 7 | Face serums and treatments | Keep retinol and acids away from your lash line and brows. |
| 8 | Eye cream | Pat along the orbital bone, not up to the lashes. |
| 9 | Moisturiser | Stop short of your brows. |
Morning routine
| Step | What | Tip |
|---|---|---|
| 1 | Cleanse | A gentle rinse is fine if you cleansed well at night. |
| 2 |
Brow serum (IBROW) |
Your second daily application. |
| 3 | Let it dry | About 1–2 minutes. |
| 4 | Toner (optional) | |
| 5 | Face serum, eye cream, moisturiser | Keep them off your brows. |
| 6 | Sunscreen | The last skincare step. |
| 7 | Makeup | Brow products and mascara go on once serums are dry. |
Hair serum works on its own schedule: apply it to your scalp as directed, separately from your face routine. See How to Apply Hair Serum: Step-by-Step Guide.
Why lash and brow serums go first
- Clean skin, direct contact. Applied first, the serum touches the lash line and brow hairs directly, not a layer of cream.
- Less spreading. Rich creams and oils applied before a lash serum can make it spread towards your eyes.
- Fewer clashes. Putting the serum on first, then working around it, keeps strong actives away from the delicate lash line.
Ingredients to keep away from your lash line
- Retinol and retinoids: can irritate the thin skin of the eyelid. Use only eye products designed for that area, and not right up to the lashes.
- Exfoliating acids (AHAs, BHAs): keep them well away from your eyes and brows.
- Oils and oil-based cleansers: especially important if you wear lash extensions or have a lash lift, as oil can weaken adhesive and soften a lift. See Lash Extensions & Lash Serum: Can You Use Them Together?
Common mistakes
- Applying serum over damp skin. Pat your eye area dry first.
- Using too much. One thin line is enough. More doesn't mean faster results and is more likely to run into your eyes. See How to Apply Lash Serum for Maximum Results.
- Skipping days. Consistency matters more than timing. Put the serum next to your toothbrush or toner so you don't forget.
- Applying mascara before the serum dries. Give it a minute or two.
- Using an expired bottle. ILASH and IBROW should be used within 6 months of opening. See Do Lash & Hair Serums Expire?
FAQ
Should I apply lash serum before or after eye cream?
Before. Apply lash serum to clean, dry skin, let it dry, then pat eye cream along the orbital bone, away from the lash line.
Should I apply lash serum in the morning or at night?
ILASH is designed for once-nightly use. Applying it at night means it isn't disturbed by makeup during the day.
How many times a day should I apply brow serum?
IBROW should be applied at least twice a day, so add it to both your morning and night routines.
Can I use lash serum with retinol?
Yes, as long as the retinol stays away from your lash line. Apply your lash serum first, let it dry, then use retinol on the rest of your face as usual.
Can I put mascara on over lash serum?
Yes, once the serum has fully dried. Since ILASH is applied at night, it usually isn't an issue.
Can I use lash and brow serums while pregnant or breastfeeding?
We don't recommend using ILASH, IBROW or IHAIR during pregnancy or while breastfeeding.
