Facial serums are an excellent next step after cleansing and can be used to strengthen and intensify your daily care routine. They have higher concentrations of active ingredients and a lighter, watery consistency compared with a face cream. Facial serums are highly moisturing and absorb quickly into skin and can be used before applying cream or makeup. Depending on the type, serums have different uses; they can brighten, moisturize the skin or have an anti-wrinkle effect.