What should my skincare routine be? It's one of the most common questions we hear, and honestly, the answer is simpler than you think. A good skincare routine isn't about having 12 steps or spending hundreds of pounds—it's about understanding your skin's needs and giving it exactly what it requires, when it requires it.
Learning how to build a skincare routine that actually works comes down to mastering five essential steps: cleanse, hydrate, treat, moisturise & SPF. These aren't arbitrary steps we've made up—they're scientifically-backed foundations that support your skin's natural functions whilst addressing your specific concerns.
The beauty of a well-structured skincare routine is that it works with your skin, not against it. Whether you're dealing with breakouts, dryness, uneven tone, or early signs of ageing, these five steps create the perfect canvas for targeted treatments to do their job effectively. No BS, just better skin.
Step 1: Cleanse
The Foundation of Every Skincare Routine
Why this step is essential:
Cleansing removes makeup, SPF, pollution, and excess oil that can clog pores and prevent your other products from penetrating properly. Think of it as clearing the pathway for everything else in your routine.
Common mistakes to avoid:
Over-cleansing (more than twice daily can strip your skin barrier)
Using harsh, stripping cleansers that leave skin tight
Not cleansing for long enough (aim for 60 seconds minimum)
Skipping cleansing in the morning when you "didn't get dirty overnight"
Application order:
Always first in your routine, on dry skin if using a balm, or damp skin for gel/cream cleansers.
INKEY recommendations:
For makeup and SPF removal, try our Oat Cleansing Balm with 1% colloidal oatmeal to soothe whilst it melts away impurities. For daily cleansing, the Milk Cleanser with 5% rice milk supports your skin barrier, whilst the Salicylic Acid Cleanser with 2% salicylic acid tackles excess oil and blackheads without over-drying.
Step 2: Hydrate
Essential for All Skin Types
Why this step is essential:
Every skin type needs hydration—yes, even oily skin. Dehydrated skin can actually overproduce oil to compensate, leading to more breakouts. Hydrating serums plump the skin, improve texture, and help your skin barrier function optimally.
Common mistakes to avoid:
Thinking oily skin doesn't need hydration
Applying hydrating products to completely dry skin (they work better on damp skin)
Skipping this step when using active treatments (hydration helps prevent irritation)
Application order:
Immediately after cleansing on damp skin, before any treatment products.
INKEY recommendations:
Our Hyaluronic Acid Serum delivers 2% pure hyaluronic acid at three molecular weights for deep, multi-layer hydration. For compromised or sensitive skin, Ectoin Hydro-Barrier Serum with 2% ectoin strengthens your barrier whilst providing 2.5% hyaluronic acid hydration. For advanced hydration with visible glow, try Exosome Hydro-Glow Complex which delivers cutting-edge exosome technology for enhanced skin luminosity and deep moisture.
Step 3: Treat
Target Your Skin Concerns (Including Eyes)
Why this step is essential:
This is where you address your individual skin goals—whether that's clearing breakouts, brightening hyperpigmentation, smoothing fine lines, or caring for the delicate eye area. Treatment products contain active ingredients that create real, visible change over time.
Common mistakes to avoid:
Using multiple strong actives at once (introduce one at a time)
Expecting overnight results (most treatments need 6-12 weeks to show effects)
Not being consistent with application
Forgetting about eye care until signs of ageing appear
Using facial treatments too close to the eye area
Applying eye products after moisturiser (they won't penetrate properly)
Application order:
After hydration, before moisturiser. Apply eye treatments first, then face treatments. Start 2-3 times per week and build up tolerance.
Face Treatment Recommendations:
For blemish control, our 10% Niacinamide Serum helps control oil and reduce redness effectively. For brightening and protection, 15% Vitamin C + EGF Serum targets uneven tone and environmental damage.
For anti-ageing renewal, choose the right retinoid for your experience level: Starter Retinol provides gentle introduction to vitamin A benefits, whilst Advanced 0.2% Retinal Serum offers more intensive renewal for experienced users. For comprehensive blemish care, 360 Acne Skin Clearing Serum targets breakouts at every stage with targeted actives.
Eye Treatment Recommendations:
The delicate eye area needs specialised care. Our Caffeine Eye Cream with 5% caffeine reduces puffiness and dark circles, providing an instant awakening effect. For anti-ageing benefits around the eyes, Retinol Eye Cream gently targets fine lines and improves skin texture in this sensitive area.
SHOP ALL EYE CREAMS & TREATMENTS
Step 4: Moisturise
Lock in Hydration and Protection
Why this step is essential:
Moisturiser seals in all the benefits of your previous steps whilst supporting your skin barrier. It's the final protective layer that prevents water loss and keeps your skin balanced. Even oily skin needs moisture—the right formula will hydrate without clogging pores.
Common mistakes to avoid:
Choosing moisturiser based on texture preference rather than skin needs
Applying too little product (most people use half the amount they need)
Forgetting your neck and décolletage
Not adjusting your moisturiser seasonally
Thinking treatments alone are enough without proper moisture barrier
Application order:
After all serums and treatments, before SPF in the morning routine.
INKEY recommendations:
For oily or combination skin, Omega Water Cream provides oil-free hydration with 5% niacinamide and ceramides. For dry or mature skin, Bio-Active Ceramide Moisturiser strengthens the barrier with bio-active ceramides and instantly blurs fine lines. Peptide Moisturiser offers balanced hydration suitable for most skin types.
Step 5: SPF
Morning Essential: SPF Essential
Why this step is essential:
SPF is the single most important anti-ageing and skin-protecting step you can take. UV damage is responsible for 80% of visible skin ageing, plus it can worsen hyperpigmentation, breakouts, and sensitivity. No skincare routine is complete without proper sun protection.
Common mistakes to avoid:
Using too little product (you need ¼ teaspoon for face and neck)
Thinking makeup SPF is enough (it's not—you need dedicated sunscreen)
Skipping SPF on cloudy days (UV rays penetrate clouds)
Not reapplying every 2 hours when outdoors
Choosing SPF based on cosmetic feel rather than protection level
Application order:
Always the final step in your morning routine, applied 15-20 minutes before sun exposure.
INKEY recommendations:
Our Dewy SPF 30 Sunscreen provides broad-spectrum protection with a lightweight, non-greasy finish that works under makeup. For those who prefer higher protection, look for SPF 50 formulas that suit your skin type—the best sunscreen is the one you'll actually use every day.
Skincare Routine Order: The Right Way
Getting your skincare routine order right isn't just about following rules—it's about basic science. Products need to be applied in a specific sequence to ensure they can actually reach your skin and work effectively.
Morning Routine Sequence
1. Cleanser - Remove overnight buildup and prep skin
2. Hydrating serum (on damp skin) - Plump and hydrate
3. Treatments - Apply eye treatments first, then face serums (vitamin C, niacinamide)
4. Moisturiser - Seal in all previous steps
5. SPF - Essential protection (never skip this step)
Evening Routine Differences
Your evening routine focuses on repair and renewal:
1. Double cleanse (oil/balm first, then water-based cleanser) - Remove makeup, SPF, and daily buildup thoroughly
2. Hydrating serum (on damp skin) - Essential moisture prep
3. Treatments - Eye treatments first, then stronger actives like retinol, acids, or targeted serums
4. Moisturiser - Nourish and repair overnight
5. Face oil (optional) - Extra nourishment for very dry skin
Why This Order Matters Scientifically
Thinnest to thickest consistency: Water-based products should go on before oil-based ones. If you apply moisturiser before your serum, the serum can't penetrate properly.
Molecular size: Smaller molecules (like hyaluronic acid) need to penetrate first before larger molecules (like moisturising ingredients) create a protective barrier.
Product efficacy: Eye treatments need direct skin contact to work effectively. Applying them over moisturiser significantly reduces their penetration and effectiveness.
SPF integrity: Sunscreen needs to form an even, uninterrupted film on your skin. Mixing it with other products or applying treatments over it can compromise protection.
The key is consistency—your skin thrives on routine, and giving products time to work in the right environment will always yield better results than randomly applying products.
