A Simple Rule for Getting More From Your Cleanser

Everyone from Cosmo to Healthline to a whole forum of Redditors is talking about the 60-Second Rule. It’s an idea credited to esthetician Nayamka Roberts-Smith of LABeautyologist, that may be the genesis of a cleansing revolution. It’s oh so simple, and oh so smart. Wash your face for 60 full seconds before rinsing off your cleanser to allow the ingredients to do their work.

There’s a lot of merit to this “minute to win it” proposition from optimized product performance to reduced stress. Here’s why we rate this idea a total keeper.

If you’ve invested in a cleanser that’s formulated to do more than clean, i.e., acids, antioxidants, anti-bacterial properties, or brighteners, and you rush through the cleansing process, you’re not going to get the full benefit of those ingredients. Extending your cleansing time will give those key ingredients a chance to get below the surface of the skin where they can make a greater difference to the overall health of your complexion.

If you’re like most people, you are probably rushing through this regimen step and spending just long enough to feel you’ve removed the day’s makeup and dirt. Then, you move on to step two, toner. (Please tell us you’re using a toner! If not, we have some required reading for you.) The toner’s job is to get all those last traces of surface debris, but if there is a lot of grime on the pad, it likely means you’re not spending enough time cleansing, and you’re missing the opportunity to deep clean your pores.

Increased circulation is another benefit that comes with stretching your cleansing ritual. The additional time massaging your face increases oxygenation, which delivers more nutrients to cells. Just be sure that you are rubbing your skin gently and using just your fingertips. A 60-second date with a buffing pad or brush is more likely to irritate than to invigorate.

Finally, the 60-Second Rule offers one more appealing advantage in the form of enhanced well-being. Taking the time to slow down while enjoying a gentle facial massage can be a welcome stress-reducer, not a bad way to start and end each day. We see no downside. We’re all in on the 60-Second Rule.

Shop Vivant’s cleanser collection.