July 12, 2025, 10:35 am | Read time: 3 minutes
Have you heard of “Cleansing Reduction”? This trend has been circulating online for years, and its meaning is simple: followers of the movement advocate for significantly reduced bathing and showering. Even celebrities like Ashton Kutcher and Mila Kunis have jumped on the bandwagon. But how sensible is this really? STYLEBOOK asked a dermatologist about the pros and cons of “Cleansing Reduction” for skin and hair, and whether daily showering is truly as unhealthy as some claim.
Overview
What Does “Cleansing Reduction” Mean?
“Cleansing Reduction” means “reduced washing”—a movement that has gained many followers in the UK and the U.S., including the actor couple Mila Kunis and Ashton Kutcher. The credo of “Cleansing Reduction” advocates is that excessive hygiene destroys the skin’s natural protective barrier and unnecessarily dries out the hair. Additionally, beneficial bacteria that help fight pathogens should not be washed away. STYLEBOOK asked Munich dermatologist Dr. Sabine Zenker about how healthy or unhealthy water, shower gel, shampoo, and the like really are for skin and hair.
How Often Should You Shower?
At most twice a week—anything more would harm the skin, claim “Cleansing Reduction” supporters. Dr. Zenker disagrees. “In terms of health, hygiene is paramount,” she says. Basically, everyone can shower as often and as long as they like. If they feel their skin is tight afterward, the water might have been too hot, “or too much soap was used,” according to Dr. Zenker. For people with dry skin, the dermatologist advises using cleaning products sparingly. In areas where it’s really necessary—under the arms, on the feet, etc.—shower oils are better suited because, unlike soap, they also moisturize while cleaning. If that’s not enough, a suitable care product can be used afterward.
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Is Washing Your Hair Daily Harmful?
“If you go at it daily with lye soap, definitely,” says Dr. Zenker. Everyone must find their ideal washing rhythm. But: “As long as you pay attention to hair-type appropriate care, there’s nothing wrong with daily hair washing.” Speaking of care: Don’t be afraid of shampoos from the supermarket! They’re not necessarily worse than the expensive ones from specialty stores, confirms the expert. Basically, everyone can start with a drugstore product that suits their needs. And if you feel your hair is extremely greasy again after half a day, you should not stop using hair care but rather change it—and definitely consult a dermatologist.
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In pathological cases, sometimes only medical tinctures or tablets help. Such a problem has nothing to do with frequent hair washing. Dr. Zenker is not a fan of the recently popular dry shampoo: “It merely coats the hair shaft; sweat or sebum residues are not removed from the scalp.” Thus, it is not suitable as a hygiene substitute but rather as a quick refresher in between.
Is Daily Showering Really Unhealthy?
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Face Cleansing – Yes or No?
We know: The top layer of skin, directly exposed to external influences, contains protein and fat. These substances form a kind of protective layer for the epidermis to prevent moisture loss. When it comes into contact with water, the skin swells and moisture evaporates. But does that mean you shouldn’t wash anymore?
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Dr. Zenker reassures: “Cleansing is very important, especially in the evening,” to remove the traces of the day, namely makeup, sweat, and sebum residues. “It’s up to each individual whether they prefer to use a tonic or cleansing gel.” Rinsing the products off with water afterward is perfectly fine, even twice a day. The key is choosing the right product so the skin doesn’t dry out or become over-moisturized.