When in my routine should I apply it — before or after a shower, morning or evening?

The balm spreads best on clean, towel-dry skin — so after a shower is ideal. The skin is warm and slightly hydrated, which helps the product glide and absorb without dragging. Many users apply it in the evening after sport, a long shift on their feet, or a day of desk-related stiffness, because the cooling sensation and aromatic oils (eucalyptus, rosemary) can feel mentally refreshing as well as physical. If you shower in the morning and want the effect for the day, that works too — just give it a few minutes to absorb before dressing, as the oils can leave a light residue on tight synthetic fabrics. Avoid applying immediately before bed if you find the menthol aroma stimulating; some people love it for winding down, others find it keeps them alert. There's no strict frequency limit for cosmetic use, but 1–2 times daily on the same area is typical. If you're also using a moisturizer, apply the balm first, let it sink in, then follow with your usual lotion if the skin feels dry afterward.