The 60-second rule for better cleansing

Most of us treat cleansing like a chore—splash, foam, rinse, done in ten seconds. Dermatologists keep pointing out the same blind spot: active cleansers need contact time. Give your skin a whole minute and the difference shows up in a week.

Why a minute matters

Skin isn’t glass. It’s a landscape of pores, fine lines, oil plugs and leftover SPF. Surfactants—the gentle soaps in a formula—need time to loosen that debris. Meanwhile hydrating agents such as glycerin or panthenol start binding water almost instantly but won’t stick around long enough if you rush.

What happens during those sixty seconds

1. Seconds 0–20: the cleanser lifts surface makeup, pollution and oxidised sebum.

2. Seconds 20–40: fruit enzymes or mild acids (if present) nibble away at dead cells.

3. Seconds 40–60: humectants draw in water so the acid mantle isn’t stripped and the skin is left pliable, ready for actives.

Derms compare it to brushing teeth: one quick swipe won’t reach the gum line, two thorough passes will.

A simple routine to try tonight

Splash lukewarm water, work Velin Pure Cleanser between damp palms, then massage in slow circles—cheeks, T-zone, hairline, under the jaw. Count to 60 (or hum a chorus of your favourite song) before rinsing. Pat dry, follow with Dew Toner and Glow Serum. Within a week blackheads soften, dull patches lift, and subsequent serums spread more evenly.

Tiny tweaks that help

Swap hot water for warm—it keeps the lipid barrier intact. If you wear long-wear makeup, do a gentle oil pre-cleanse but still finish with the 60-second rule. Travelling? Hard water foams less; give it ten extra seconds or finish with a pH-balanced mist.

The takeaway

One minute feels long only the first night. After that it becomes a small ritual, like letting coffee brew. Your cleanser finally performs as designed, and every step that follows has a smoother canvas. The cheapest upgrade in any routine is simply taking the time.