I use just enough to cover my face and neck. As to how much that it, I don't know how to measure that. Someone's mentioned "about a penny" in diameter in the palm, and that's about what I use. I rub both hands together, and apply it to both sides of my face and neck at the same time. It's enough that it has to dry, but not so much that it's running every which away. Essentially I'm applying alcohol to a light abrasion, and that's how I treat it.