How to Wash Your Face Properly
Pure Tone Aesthetics · Cleansing Guide
How to Wash Your Face Properly
Good skincare starts with cleansing, but more cleansing is not always better. The aim is to remove make-up, SPF, excess oil and the build-up of the day without leaving your skin feeling tight, stripped or uncomfortable.
For some people that means a double cleanse in the evening. For others, one careful cleanse is enough. And as skin becomes drier or more sensitive through your 40s, perimenopause and menopause, the balance can become even more important.
Start here
The quick answer
Wash your face with lukewarm water and a gentle cleanser, massage for around 30–60 seconds, rinse thoroughly and pat dry rather than rubbing.
Morning
If your skin is comfortable, use a gentle cleanse. If it is dry or sensitive, rinsing with lukewarm water may be enough.
Evening
Always remove make-up, SPF and daily build-up. Double cleanse when one cleanse does not remove everything comfortably.
The test
Your skin should feel clean and comfortable afterwards. “Squeaky clean”, tight or stingy usually means you have gone too far.
The foundation
Why cleansing matters
Cleansing is not simply about removing make-up. During the day your skin accumulates SPF, sebum, sweat and environmental residue. Removing that build-up gives the rest of your routine a clean surface to work with.
But cleansing too aggressively can create a different problem. If skin is repeatedly left tight, dry or irritated, it can become harder to keep comfortable.
The goal is therefore straightforward: remove what needs removing without making your skin feel punished for it.
That becomes particularly relevant when skin starts to feel drier or less predictable. Our guide to how your skin changes from your 40s to menopause explains why your old cleansing routine may suddenly stop feeling quite right.
Two steps when you need them
What is double cleansing?
Double cleansing simply means cleansing twice in the evening using two complementary steps.
First cleanse
Remove make-up, sunscreen and oil-based residue. This might be with a cleansing balm, cleansing oil or micellar product that suits your skin.
Second cleanse
Follow with a gentle water-based cleanser to remove any remaining residue and leave the skin clean and ready for serum and moisturiser.
Double cleansing can be useful, but it is not a rule everyone needs to follow every night. If you wear little or no make-up and your normal cleanser removes your SPF comfortably, one thorough cleanse may be enough.
When double cleansing makes most sense
- You wear make-up or long-wear foundation
- You use water-resistant or heavier SPF
- Your first cleanse leaves visible residue behind
- You prefer using a balm or oil to remove make-up before your normal cleanser
The important part is the result, not the number of cleanses. Your skin should finish clean and comfortable rather than dry and tight.
Step by step
How to wash your face properly
- Wash your hands first. There is little point cleansing your face with dirty hands.
- Remove make-up and heavy SPF if necessary. Use your preferred first-cleanse product if one cleanse is unlikely to be enough.
- Use lukewarm water. Very hot water can leave already-dry or sensitive skin feeling more uncomfortable.
- Use a small amount of cleanser. More product does not automatically mean a better cleanse.
- Massage gently for around 30–60 seconds. Pay attention to the sides of the nose, hairline and jaw where residue can easily be missed.
- Rinse thoroughly. Make sure no cleanser is left sitting around the hairline or jaw.
- Pat dry. Use a clean, soft towel rather than rubbing your face.
- Follow with the rest of your routine. Apply serum, moisturiser and, in the morning, SPF.
Our Foaming Facial Cleansing Gel is the cleansing step in our three-product routine with Kimberley Walsh. We designed the routine around cleansing properly first, then treating with Polynucleotide Serum and finishing with Polynucleotide Moisturising Cream.
How often?
Morning vs evening cleansing
Morning
You do not necessarily need the same cleanse you use at night. If your skin is normal or oily, a gentle morning cleanse may feel useful. If it is dry or sensitive, lukewarm water alone can be enough before your serum, moisturiser and SPF.
Evening
This is the cleanse we would prioritise. You are removing the day's SPF, make-up, oil and build-up before leaving your skincare on overnight.
There is no prize for cleansing twice a day if your skin is telling you it dislikes it. Adjust the morning step according to how your skin actually feels.
Your 40s and beyond
Cleansing when your skin starts to change
A cleanser that felt perfectly comfortable in your 30s can begin to feel too much as your skin changes.
You may notice more tightness after washing, increased dryness, sensitivity or a feeling that your skin needs moisturiser immediately. That is a good reason to reassess how often you cleanse and how aggressively you do it rather than simply adding more products afterwards.
If your skin has become drier or more sensitive
- Prioritise your evening cleanse
- Consider a water-only morning rinse if that feels better
- Avoid very hot water
- Do not scrub or repeatedly cleanse trying to achieve a “squeaky” feeling
- Follow with serum and moisturiser while your skin still feels comfortable
If these changes have appeared during perimenopause, read our guide to how perimenopause affects your skin. If dryness is the main issue, we also explain why skin becomes drier during perimenopause and menopause.
More is not better
Can you over-cleanse?
Yes. If you repeatedly remove too much oil from the skin or combine frequent cleansing with exfoliating products and scrubbing, your skin may begin to feel tight, flaky, stingy or more reactive.
Signs you may be over-cleansing
- Tightness immediately after washing
- Flaking or rough patches
- Products that normally feel comfortable begin to sting
- Your skin feels progressively drier through the day
What to change first
- Reduce unnecessary morning cleansing
- Use less cleanser rather than more
- Stop scrubbing
- Keep the rest of your routine simple while your skin settles
Optional, not essential
What about facial cleansing brushes and tools?
A cleansing tool can be an optional addition if you enjoy using one, but you do not need a device to cleanse your face properly.
We previously made the Viveca Ultrasonic Facial Cleansing Brush a major part of this guide. We now think that puts the emphasis in the wrong place. Your cleanser and your technique should do the everyday work.
If you use a facial cleansing tool, follow its individual instructions, avoid combining it with abrasive scrubs and reduce how often you use it if your skin becomes dry or sensitive.
If you are specifically researching devices, our Skincare Tool Buyers Guide is the better place to compare different types of home skincare technology.
Keep the next steps simple
What should you use after cleansing?
Once your skin is properly cleansed, you do not need to rush into a complicated routine.
Step one — cleanse.
Step two — treat. Apply your serum.
Step three — moisturise. Finish with moisturiser to support hydration and comfort.
In the morning, add a suitable broad-spectrum SPF as your final step.
Our skincare routine for your 40s and beyond explains how to structure those steps as your skin changes.
FAQs
Do I need to double cleanse every day?
No. Double cleansing is useful when you need two steps to remove make-up, sunscreen or heavier residue comfortably. If one gentle cleanse removes everything properly, there is no reason to cleanse twice simply for the sake of it.
Should I wash my face in the morning?
It depends on your skin. Normal or oily skin may benefit from a gentle morning cleanse. If your skin is dry or sensitive, a rinse with lukewarm water may be enough before applying your daytime skincare.
How long should I wash my face for?
Around 30–60 seconds is usually enough to massage cleanser across the face thoroughly without turning cleansing into unnecessary scrubbing.
Should I use hot or cold water?
Lukewarm water is the simplest choice. Very hot water can leave dry or sensitive skin feeling more uncomfortable, while there is no need to use very cold water to cleanse effectively.
Can washing my face too much make it dry?
Yes. Excessive cleansing, harsh cleansers or repeated scrubbing can leave skin feeling tight, flaky or irritated. If that happens, simplify your routine and reduce unnecessary cleansing.
Should I double cleanse if I do not wear make-up?
Not automatically. If you wear a heavier or water-resistant SPF, a first cleanse may help remove it. If your normal cleanser removes your SPF comfortably and completely, one cleanse can be enough.
Can I use micellar water as my first cleanse?
Yes. Micellar water can be useful for removing make-up and residue before following with your normal water-based cleanser. Follow the directions supplied with the particular micellar product you use.
Are face wipes enough to wash my face?
They are useful for convenience but are not our preferred replacement for a proper cleanse. If possible, follow with a gentle cleanser and water.
Can I double cleanse if my skin is very sensitive?
You may not need to. The important thing is removing make-up and SPF without leaving your skin irritated. If your skin is persistently sore, inflamed or unusually reactive, seek appropriate professional advice rather than repeatedly changing your cleansing routine.
What should my skin feel like after cleansing?
Clean and comfortable. It should not need to feel squeaky, stretched or stripped for cleansing to have worked.
Do I need a facial cleansing brush?
No. A good cleanser used properly is enough for everyday cleansing. A facial cleansing tool is optional and should be used according to its own instructions and your skin's tolerance.
Final thoughts
There is no single cleansing rule that every face has to follow.
Remove make-up, SPF and daily build-up properly. Be gentler when your skin asks you to be. Double cleanse when it genuinely helps, rather than because you think two cleanses must always be better than one.
If your skin feels clean and comfortable afterwards, you are probably doing the important part right.
Start with a routine you can actually maintain
Cleanse properly, apply your treatment serum and finish with moisturiser. Three clear steps are enough to build a strong everyday foundation.
For skin that makes you look and feel your best
Follow us on Instagram and Facebook for practical skincare guidance, new launches and product updates.