Let me get on my soapbox for a minute...

If you grew up using toner, chances are it came in a bottle that smelled a little like rubbing alcohol. You'd soak a cotton pad, wipe it across your face, and your skin would feel so tight that you assumed it had to be working. For years, that squeaky-clean feeling became the goal.

Today, we understand something different. Healthy skin shouldn't feel stripped after cleansing. So does that mean toner is just another unnecessary step in your routine?

Not exactly.

I think we've simply been asking the wrong question.

What's Really Going On?

The better question isn't...

"Do I need a toner?"

It's...

"What is this toner actually doing for my skin?"

Today's toners are very different from the formulas many of us remember. Some are designed to gently exfoliate. Some help control excess oil. Others are created simply to replenish hydration after cleansing and prepare your skin for the rest of your routine.

They're all called toners, but they serve very different purposes.

That's why one person will tell you toner completely changed their skin, while someone else insists they'll never use one again. They may not even be talking about the same type of product.

So... Who Actually Benefits from Toner?

If your skin feels comfortable after cleansing and your routine is working well, you don't need to add another product simply because someone online says every routine should include toner. More products don't automatically mean better skin.

But if your skin regularly feels tight after washing... if your moisturizer seems to disappear almost immediately... or if your skin constantly feels thirsty...

A hydrating toner can become a really helpful step. Think of it this way.

Hydration is like giving your skin a drink of water.

Moisturizer helps keep that water from escaping.

The two work together—not against each other.

One More Thing to Consider...

If you've tried toner before and immediately thought,

"Never again."

Don't assume every toner feels the same. Many older formulas were built around stripping oil from the skin.

Many modern formulas focus on something completely different: helping your skin feel balanced, comfortable, and hydrated after cleansing.

And while we're talking about cleansing... don't overlook your water.

If your skin always feels tight immediately after showering—even before you've applied any skincare—it may be worth considering your water quality.

Hard water can leave behind mineral residue that contributes to dryness for some people. It doesn't mean everyone needs a shower filter, but if you've already simplified your routine and your skin still feels persistently dry, it's one of those often-overlooked factors worth considering.

The answer isn't always adding another product. Sometimes it's understanding everything your skin experiences before your skincare routine even begins.

On Our Shelf This Week

Not because everyone needs a toner...

But because if you're looking for lightweight hydration after cleansing, this is exactly where we'd start.

TONE | Balancing Facial Toner

A fragrance-free facial toner designed to replenish lightweight hydration after cleansing while helping prepare your skin for the rest of your routine.

→ View TONE

Healthy skincare isn't about adding more steps. It's about making sure every step has a purpose.

Stepping Off the Soapbox...

One of the biggest misconceptions in skincare is believing that every product belongs in every routine. The truth is, the best skincare routine is the one that's built around your skin—not someone else's.

If toner has a purpose in your routine, use it with confidence.

If it doesn't, don't feel pressured to add another step just because it's popular.

Understanding why you're using a product will always be more valuable than simply following a trend.

Alright... off the soapbox (for now).

— Marc