Uzuri Natural Beauty is a colourless gel which is very easy to apply to the skin. As such no rubbing into the skin is required.

If applying underneath make up
Use your moisturiser first of all and then apply Uzuri after your moisturiser is dry.
Pour some gel in one hand, with the other hand pat some over your moisturiser on your face, you really only need to pat it on and not rub too hard. Let it dry then apply make up as required.

When applying to the body apply gently all over. Excessive rubbing is not required.