60 Second Rule in Skincare: Why Timing Changes Everything

Ever feel like your skin just isn’t getting as clean as it could? You might be missing the easiest hack ever: the 60 second rule. It’s exactly what it sounds like—spend a full minute rubbing your cleanser around your face, instead of rushing through it like most of us do.

Sounds almost too simple, right? But people using this method swear it makes their skin clearer, softer, and just...healthier. Dermatologists aren’t shocked. Sixty seconds lets your cleanser actually dissolve dirt, sweat, sunscreen, and even leftover makeup (usually hiding in the sneaky edges of your nose and jaw). Quick rinses? They mostly just move the grime around.

Thinking, “Who has time for an extra minute?” Trust me, after a long day wrangling work and Felicity’s soccer practice, I want my routine fast, too. But this is one hack I never skip—the payoff is real, and it’s nearly effortless. You already have the time; it’s just a mindset switch.

• Where the 60 Second Rule Came From
• What Actually Happens in Those 60 Seconds
• Who Really Needs This Rule
• How to Make It Work for You
• Common Mistakes and Smart Fixes

Where the 60 Second Rule Came From

The 60 second rule didn’t pop up out of nowhere—it started getting popular on skincare forums and Instagram around 2018. The big push came from Nayamka Roberts-Smith, a licensed esthetician who runs LABeautyologist. She recommended washing your face with cleanser for at least a minute, instead of just a quick lather-and-rinse. Her main point? People were splashing water on, barely even massaging their faces, and then wondering why they were breaking out or looking dull.

Skin pros backed her up, saying that giving your cleanser a full 60 seconds lets the ingredients actually loosen up grime and oil, instead of just sliding over the skin’s surface. Roberts-Smith summed it up perfectly:

"Those sixty seconds give your products enough time to break down oil and makeup and let your fingers hit every part of your face. It makes a difference."

Even before Instagram made it go viral, some dermatologists had been teaching patients that just a little more time massaging with cleanser can help prevent clogged pores and even tackles those stubborn leftover SPF and makeup bits.

If you’re into numbers, one 2020 online survey showed almost 70% of people said they usually spent less than 30 seconds washing their face. That’s barely enough time for a good rinse, let alone a real cleanse. No wonder the 60 second rule felt like a revelation.

So now, beauty blogs, estheticians—even a few major cosmetic brands—tell you to actually time yourself. It isn’t just a trend. This little change in your skincare routine can help cleansers work smarter, not harder, and who doesn’t want that?

What Actually Happens in Those 60 Seconds

Here’s where the 60 second rule gets pretty interesting. When you give your face cleanser an extra 45 seconds (instead of a lightning-fast 15), you let ingredients actually grab onto oil, dirt, and leftover sunscreen. They need time to break down that layer sitting on your skin—so don’t rush this part.

You’re not just removing surface dirt. While massaging your cleanser in, you’re also:

• Helping the cleanser’s surfactants (the stuff that “lifts” grime) work at full power
• Gently increasing blood flow, which can give your skin a healthy glow
• Loosening the stubborn stuff hiding in pores—like sweat after a workout or makeup after a long day
• Allowing active ingredients (like salicylic acid or hydrating agents if your cleanser has them) to actually touch your skin long enough to matter

If you quickly slap-and-splash, some of that dirt just sticks around. Sixty seconds means you cover every spot, including places everyone skips: nose creases, jawline, hairline. I used to fly right past those spots—especially if Felicity yelled for help with math homework!

There’s a bit of science here, too. Research shows most cleansers take at least 30 seconds to break down oil and impurities, but closer to 60 seconds is a sweet spot where you see the most effect without irritation. Think of it as giving your face a fair shot at being truly clean—so the rest of your skincare routine can work better.

The key is consistency. Even if you skip fancy gadgets or expensive serums, those sixty seconds twice a day make your regular drugstore cleanser pull weight way above its price tag. Stick with it for a few weeks—you’ll see what all the hype is about.

Who Really Needs This Rule

If you struggle with breakouts, blackheads, or dull skin, the 60 second rule could be a total game changer. It makes a bigger impact for people dealing with oily skin, heavy makeup, or who live in cities where dirt and pollution stick to your face by lunchtime. Dermatologists point out that teens and adults with acne are often guilty of rush washing—those quick splashes rarely do enough to clear out clogged pores.

Anyone with dry or sensitive skin should pay attention, too. A gentle, longer cleanse using creamy or hydrating face cleansing formulas helps loosen flaky patches without harsh scrubbing. If you have mature skin, massaging cleanser in for a minute boosts blood flow, which may help that healthy glow come back.

The rule is especially useful if you wear sunscreen (which should be everyone, honestly) or waterproof makeup. These products really stick. A quick wash doesn’t always break them down, but sticking with the 60 second rule gives ingredients time to work through tough layers.

• Teens and adults with regular breakouts
• Anyone who wears heavy foundation, sunscreen, or waterproof makeup
• People living in urban areas with more air pollution
• Those with dry or sensitive skin needing gentle exfoliation
• Anyone noticing their skin looks dull, rough, or just tired

Here’s a quick look at where the rule matters most:

Honestly, just about anyone who’s serious about getting more from their skincare routine can benefit. But if you check off any box above, you’ll probably see results fastest.

How to Make It Work for You

If you want to try the 60 second rule, the good news is it’s honestly easy to make part of your daily skincare routine. Here’s what actually works, because yes, some little things make a big difference.

First, ditch the habit of counting your seconds in your head. Set your phone timer—it keeps your mind off the clock and you’re less likely to rush the process. Most people are surprised; what feels like a minute is usually closer to fifteen seconds (I’ve checked while getting Felicity ready for bed!).

Stick with a gentle cleanser. Anything harsh or loaded with exfoliating beads is too much for a whole minute. Creamy, low-foam formulas are best, especially if your skin gets red or sensitive. If you wear waterproof sunscreen or makeup, do a first quick round with a cleansing balm or micellar water before your 60-second wash so you’re not just moving makeup around your face.

• Wet your face first—lukewarm water keeps your skin happy.
• Drop a nickel-sized blob of your favorite gentle cleanser into your hands.
• Rub palms together and start massaging everywhere: hairline, jawline, sides of your nose, chin creases.
• Use your fingertips, applying only light pressure in small circles.
• Work in upward motions to avoid tugging your skin down. Don’t forget under your jaw!
• Set that timer or count slowly in your head—Instagram says it helps to hum a song (Beyoncé’s "Halo" chorus is just about perfect).
• Once your sixty seconds are up, rinse really well. Any leftover cleanser can cause dryness or breakouts.
• Pat your skin dry with a clean towel, and get straight to your next steps (moisturizer or your favorite serum for healthy, glowing skin).

A quick fact: The American Academy of Dermatology points out that rushing cleansing is one of the biggest reasons people don’t see results from good products. That’s why slowing down matters.

If your skin feels tight or hot after starting the 60 second rule, try swapping to a more hydrating formula, or do it just once a day at night. And don’t be surprised if your face feels noticeably smoother within a single week—people often say it makes their other products work better because nothing’s trapped under leftover dirt.

Here’s a quick cheat-sheet for the best times to use this rule, especially for those balancing busy mornings and nights:

Try this for a week. It’s low-effort, no fancy gear needed, just a little patience. Your skin will thank you. And if you need backup, rope in a friend or your partner—Marcus learned this one after a stubborn breakout, and now he swears by it too.

Common Mistakes and Smart Fixes

People are always excited to try the 60 second rule, but sometimes it doesn’t work the way they hoped. Usually, it’s because of a handful of really common slip-ups—and every one of them is super easy to fix.

• Rushing the seconds. Lots of folks think they’re cleansing for a minute, but if you grab your phone’s timer, you’ll see it’s usually more like 15 or 20 seconds. If you don’t trust yourself to count slowly, just sing the happy birthday song twice or set a timer.
• Using harsh cleansers. If your face feels tight or itchy after cleansing, your product might be too strong. A gentle, non-stripping cleanser is key—especially since you’re massaging it in for longer. The goal is healthy skin, not dry patches.
• Scrubbing too hard. More pressure doesn’t mean more clean. Vigorous scrubbing can leave your skin red and angry, especially for sensitive types. Aim for a gentle, circular motion with just your fingertips.
• Not rinsing well enough. After your precious minute is up, make sure to use lukewarm water and really rinse away all traces of cleanser. Leftover residue can lead to breakouts or irritation—definitely not what you want.
• Ignoring your hairline and jaw. Dirt and makeup love hiding at the edges of your face. Be sure to spend a few seconds on these spots, since missed cleanser here can lead to clogged pores or breakouts.

Let’s see how often people face these mistakes, based on a poll by a big skincare forum in 2023:

To make the 60 second rule really work for you, keep these fixes in mind:

• Set a real timer until the minute starts to feel natural.
• Swap out any cleanser that makes your skin feel stripped.
• Go gentle—your skin isn’t a dirty dish.
• Always rinse until the water runs clear, especially at your hairline and chin.
• Pay attention to how your skin feels after. If it’s happy, you’re doing it right.

Small changes like these help the 60 second rule deliver results, without creating new problems along the way.