Serum is a super product that can really give an extra boost of nourishment to the skin of the face! A serum often contains more active ingredients and has a small-molecule formula, which allows them to penetrate down to the deeper layers of the skin and be useful in a more effective way. Serum should be used after your cleansing, even after your toner but before your face cream. Serum can come in both water-based and oil-based form. Hickap offers both options.