What does it mean to have firm skin? Firmness is what gives your skin that hydrated, youthful, healthy-looking plump skin. With age, skin firmness starts to diminish due to loss of collagen and elastin. This product is a great starting step into your skincare regimen! It will tighten and firm the skin to prep for better product absorption.   Directions: This can be used AM and/or PM before toner step. This does not replace your toner.