Face toner: the rising skincare trend on TikTok, how to use it without overloading your routine

Facial toner is once again taking center stage in beauty conversations. According to data published on September 7, 2026, by Submarine.ai, the topic “toner” is the fastest-growing subject this week in beauty content tracked on TikTok, YouTube, and Instagram, with approximately 5 million views over seven days. This remarkable surge places toner back at the heart of routines, ranging from hydrating mists and milky formulas to products enriched with active ingredients.

The return of toner does not mean, however, that an additional step must be added at all costs. Dermatologists emphasize that a simple routine can work perfectly well without a toner. The essential thing remains to cleanse the skin gently, hydrate it, and protect it from the sun. Toner becomes particularly useful when it addresses a specific need without duplicating what the serum or cream already do.

Today’s toners bear little resemblance to the highly alcoholic lotions that once gave the skin a “tight” feeling. The Cleveland Clinic describes modern formulas as mostly water-based products, applied after cleansing and before moisturizing. Depending on their composition, they can provide hydration to the skin, enhance comfort, or offer mild exfoliation.

The most useful rule is therefore simple: choose a toner for its formula, not because it is viral. Dry or easily irritated skin does not have the same needs as oily skin, and a product loaded with acids can become excessive if the routine already contains several exfoliating active ingredients.

Dry or sensitive skin: softness comes first

For dry, dehydrated, or sensitive skin, it is better to opt for moisturizing lotions without harsh alcohol. Ingredients such as glycerin or hyaluronic acid are commonly used to retain water in the skin’s outer layer. However, a heavily fragranced or strongly astringent formula can become uncomfortable, especially when the skin is prone to reacting.

The immediate sensation also matters. A toner is not supposed to burn, sting persistently, or leave the face feeling “stripped.” If the skin reddens or feels tight after a few uses, the product is probably not suitable, even if it is very popular on social media.

Oily skin: beware of the accumulation of active ingredients

On oily or blemish-prone skin, some lotions contain salicylic acid or other exfoliating acids. They can help smooth texture and unclog pores, but more is not always better. The Cleveland Clinic advises paying close attention to skin tolerance, especially when several products in the same routine already contain potentially irritating active ingredients.

A good strategy is to start slowly: a few applications per week for an active formula, then more only if the skin tolerates it well. A simple moisturizing lotion, on the other hand, can be used more regularly if it causes no discomfort.

When should a toner be applied?

The step comes immediately after cleansing and before serum or moisturizer. It can be applied with clean hands, a soft cotton pad, or as a mist depending on the format. It is generally not necessary to rinse it off. The idea is not to rub the face, but to gently apply the product.

To avoid turning the bathroom into a laboratory, it is better to introduce only one new product at a time. This allows for quickly understanding what suits the skin and what causes irritation. Lengthy routines are not automatically more effective; consistency and tolerance matter more. This approach aligns with the Skin Barrier 2.0 trend, which favors gentle actions and the preservation of the skin barrier rather than the accumulation of active ingredients.

What toner does not replace

Even very trendy, a toner does not replace a moisturizer when the skin needs it, nor does it replace sun protection. The American Academy of Dermatology recommends broad-spectrum protection with at least SPF 30 for exposed areas. On dark skin as well, this protection remains important, particularly due to the risk of spots and UV-related aging.

The best toner is therefore perhaps the one that knows how to stay in its place: a targeted, pleasant, and well-tolerated complement. If your current routine already works with a gentle cleanser, appropriate hydration, and sun protection, there is no need to add a step simply because it is trending.