I use this toner every morning before I start on my makeup. It makes my skin feel cool and refreshed and it also helps with the dry spots on my face. I like the Shiseido brand because every product that I've owned from them has not irritated my skin. I'm not sure if it has actually "brightened" my skin, but I don't use this product for that purpose. I just needed a good toner and this one smells nice too. I've had toners before that did not smell so good, and after applying them onto my face, my face would feel sticky. It takes a few minutes to dry and I usually wait awhile before applying anything else to my face. After using this for a few months, my face feels a lot softer and even though the dry patches are still there, this has helped those areas a lot. This product is definitely worth the money and I will buy this again once I run out. I've noticed that it also helps with the oiliness of my T zone area too.