Yes, a face cleanser should always be used before serum. Cleansing removes surface buildup so that products like brightening, hydrating, or anti ageing serums can absorb more evenly into the skin.

A facial cleanser removes daily dirt and sunscreen. If you wear heavy or waterproof makeup, it is usually better to remove makeup first and then cleanse for a clean base.

Many people switch to a cream based or hydrating cleanser during winter. Cooler air and indoor heating can make skin feel tight, so milder textures feel more comfortable.