I did and it has ruined the natural shape of my cheeks and the area around my eyes and I now look hideous.. It has a tightening and shrinking type effect on skin when applied directly onto it and now I struggle to close my eyes when I sleep because of the effect the oil had on my eyelids and also the area just around my eyes has hollowed to the point i can almost directly feel the eye socket of my skull. 8 months has gone by since i used it on my face and I have seen no improvement in my facial appearance so I am writing this just to warn others that may be considering applying "directly" onto the face to not! (unless it is your last resort and you know exactly what consequence it will have on you). I wouldn't wish this on my worst enemy..