What is the 60 second rule in skincare?

If you’ve ever rushed through washing your face at the end of a long day, quickly splashing water and barely lathering your cleanser, you’re not alone. Most of us are guilty of treating face-washing as a forgettable step in our skincare routine, more of a chore than a ritual. But what if we told you that spending just 60 intentional seconds on your cleanser could be the difference between dull, problematic skin and a glowing, healthy complexion?

Enter the 60-Second Rule in skincare — a deceptively simple yet powerfully transformative technique that’s making waves in the beauty world. Pioneered by a licensed aesthetician and skincare expert, this rule emphasizes proper cleansing duration over fancy products or expensive gadgets.

Let’s unpack what the 60-second rule really is, where it came from, how to do it properly, and why so many skincare lovers swear it’s a total game-changer.

What Is the 60-Second Rule in Skincare?

The 60-second rule is a skincare technique that encourages people to massage their facial cleanser into their skin for a full 60 seconds — no less. It’s about giving your cleanser enough time to actually do its job: break down oil, grime, makeup, sunscreen, and pollution while stimulating blood circulation and softening the skin.

Instead of slapping on some cleanser and rinsing it off in five to ten seconds, which, let’s face it, most of us do, this rule reminds you to slow down and treat cleansing as a crucial, active step in your routine.

The result?

Clearer skin
Fewer breakouts
More even tone and texture
Better product absorption
And yes… that elusive glow

Who Started the 60-Second Rule?

The 60-second rule wasn’t invented by a brand or a marketing campaign; it came from Nayamka Roberts-Smith, a licensed aesthetician and skincare educator known as @LaBeautyologist on social media. She noticed that many of her clients weren’t seeing results from their skincare routines because they were cleansing their skin too quickly and too aggressively.

So she began recommending a simple solution: wash your face for a full minute. The idea caught on and quickly became a viral beauty rule, loved by skincare influencers, dermatologists, and everyday users alike.

Why Does 60 Seconds Matter?

Washing your face might seem basic, but it’s one of the most important steps in your skincare regimen. Why? Because:

If your skin isn’t clean, your serums and moisturizers can’t penetrate.
If grime and oil aren’t removed properly, they clog pores and cause breakouts.
If your cleanser doesn’t have time to emulsify oil, it leaves residue behind.

By cleansing for a full minute, you:

Allow active ingredients in your cleanser time to work
Melt away makeup, sunscreen, and daily buildup more effectively
Massage and stimulate blood flow to the skin
Help loosen blackheads and sebum stuck deep in pores
Start your routine with a refreshed, balanced base

How to Practice the 60-Second Rule (Step-by-Step)

Let’s talk logistics. Doing the 60-second rule is simple, but to get the best results, it’s important to do it right.

Step 1: Start With Clean, Dry Hands

Always begin with clean hands to avoid transferring bacteria and dirt to your face.

Step 2: Choose the Right Cleanser

You want a gentle, non-stripping cleanser that suits your skin type. Avoid harsh scrubs or foaming cleansers with sulfates. Here are some solid options:

CeraVe Hydrating Cleanser (dry to normal skin)
Neutrogena Hydro Boost Gel Cleanser (dehydrated skin)
Krave Beauty Matcha Hemp Cleanser (sensitive skin)
COSRX Low pH Good Morning Cleanser (acne-prone skin)
Youth to the People Superfood Cleanser (balanced skin)

Step 3: Lather and Massage

Apply the cleanser to damp skin. Then, with your fingertips, massage gently in upward, circular motions for a full 60 seconds. Use your ring fingers to avoid tugging on delicate areas like under the eyes.

Focus especially on:

Nose creases
Jawline
Hairline
Chin and mouth area
T-zone (forehead, nose, and chin)

This isn’t just rubbing product around — you’re working it into the skin to break down buildup and boost circulation.

Step 4: Rinse With Lukewarm Water

Avoid hot water, which can irritate and dry out your skin. Use lukewarm water to thoroughly rinse, then gently pat your face dry with a clean towel.

Step 5: Apply Your Skincare Products

Now that your skin is clean, it’s ready to absorb the good stuff — toner, serum, moisturizer, and sunscreen (if it’s daytime!).

The Benefits of the 60-Second Rule

Now, let’s talk results. If you’re consistent with this cleansing method — doing it twice a day or at least every evening — you’ll likely notice:

✅ Clearer Skin

By thoroughly cleansing, you prevent clogged pores and reduce acne flare-ups.

✅ Brighter, More Even Tone

Removing dead skin cells and impurities helps reveal the fresher layer beneath.

✅ Better Texture

Massaging your skin increases circulation, which can soften and plump skin over time.

✅ Improved Product Absorption

Clean skin allows serums and moisturizers to penetrate deeper, making them more effective.

✅ Healthier Skin Barrier

Because you’re not over-stripping the skin, your moisture barrier stays protected and hydrated.

Does It Really Work? Here’s What People Are Saying

Thousands of beauty bloggers, skincare TikTokers, Redditors, and dermatologists have sung the praises of this technique.

Here’s what people are noticing after sticking with the 60-second rule:

“My skin literally looks airbrushed after a week!”
“I used to break out on my jaw constantly, and this stopped it.”
“It’s wild how such a simple habit made everything else work better.”
“No more dry patches and my glow is real.”

Even professional dermatologists agree — the idea of a longer, more thoughtful cleansing time makes sense and aligns with the science of how skin and products interact.

Who Should Try the 60-Second Rule?

The great thing about this method? It’s universal. Nearly anyone can benefit from the 60-second rule, including:

Teenagers with oily or acne-prone skin
Adults with dull or uneven complexions
Mature skin needing stimulation and glow
Dry or combination skin types
Sensitive skin types (with the right cleanser)

However, if you have extremely reactive or compromised skin (like active rosacea, eczema, or a damaged skin barrier), start slow — maybe try 30 seconds and see how your skin reacts.

How Often Should You Use the 60-Second Rule?

For most skin types, the 60-second rule can be done:

Once or twice daily as part of your regular cleansing
At night, especially, when you need to remove the most buildup
In the morning, if you use thick products overnight or wake up feeling oily

Just make sure you’re not over-cleansing or using products that strip your skin.

Can You Combine the 60-Second Rule With Other Skincare Trends?

Absolutely. The 60-second rule fits beautifully into a broader skincare routine. Here’s how you can stack it with other methods:

Double Cleansing: Use an oil cleanser first, then apply your water-based cleanser for 60 seconds.
4-2-4 Method: Add the 60-second rule within the 2-minute foam cleanse step.
Gua Sha or Facial Massage: After cleansing, while skin is damp, use facial tools for extra lymphatic drainage.
Slugging: Thoroughly cleanse using the 60-second rule before layering heavy occlusives like Vaseline.
Toner Pads or Exfoliants: Clean skin ensures chemical exfoliants work better and go deeper.

Mistakes to Avoid With the 60-Second Rule

Even though it’s a simple technique, there are a few common missteps:

🚫 Using Harsh Cleansers — A long cleanse with a drying or foaming cleanser can strip your skin. Always use gentle, hydrating formulas.
🚫 Scrubbing Too Hard — Use light pressure. You’re massaging, not exfoliating.
🚫 Skipping It When You’re Tired — Try setting a timer or humming a song to stay consistent.
🚫 Using Dirty Towels or Pillowcases — Always finish with a clean towel and keep your pillowcases fresh, especially if you’re acne-prone.
🚫 Expecting Instant Results — Give it at least 2–4 weeks for visible changes.

60-Second Rule Myths (Debunked!)

Let’s clear up a few common misconceptions:

Myth 1: “You’ll get wrinkles from massaging your skin too much.”
Fact: Gentle upward massaging is great for skin firmness and circulation.

Myth 2: “Only people with acne need to do this.”
Fact: Every skin type benefits from proper cleansing, whether it’s dullness, dryness, or clogged pores.

Myth 3: “You need fancy tools for a deep cleanse.”
Fact: Your fingers are your best tools. You don’t need brushes or gadgets for this rule.

The Bottom Line: Is It Worth Trying?

Absolutely. The 60-second rule is one of the easiest, most affordable ways to level up your skincare routine — no new products needed. All it takes is intention, patience, and one extra minute.

It’s perfect for anyone looking to: ✨ Improve skin clarity
✨ Brighten their complexion
✨ Make other skincare products work better
✨ Slow down and turn cleansing into self-care

The beauty of the 60-second rule isn’t just in what it does for your skin — it’s also in what it represents: a return to simplicity and presence in a world of overwhelming beauty trends and 15-step routines.

So tonight, when you reach for your cleanser, pause. Set a timer. Breathe. Massage. Take the full 60 seconds.

Your skin will thank you — and your future selfies will too. 📸✨

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