I use a toner after cleansing, then an essence, serum, moisturizer, and finally SPF. I find this routine has been super beneficial for my skin. And I've grown to love the routine (I know it's takes a little bit of extra time in AM and PM).
If I'm exfoliating (after cleansing), I'll use it after exfoliate because when you exfoliate, it will clean the dead cells on your face so, it'll absorb other products you're using afterwards better. I'm not using that product though!