I use this after cleansing my face: it smells like fresh roses and helps to moisten my face a bit. I wouldn't really say that this has much of a purpose, but it is a pick-me-up in the morning. This is also my first toner and I'm only halfway through the bottle, so I've never really compared it to any others. Maybe I'll try Lush's Eau Roma once I'm done with this and see if it makes a difference on my skin.