July 12, 2025, 10:35 am | Read time: 3 minutes
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 celebrity 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, small bacteria that are beneficial against pathogens should not be washed away. STYLEBOOK asked Munich-based dermatologist Dr. Sabine Zenker how (un)healthy water, shower gel, shampoo, and the like actually are for skin and hair.
How Often Should You Shower?
At most twice a week–anything more would harm the skin, claim “Cleansing Reduction” followers. Dr. Zenker disagrees. “When it comes to health, hygiene is paramount,” she says. Basically, everyone can shower as often and as long as they like. If the skin feels 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 moisturizer 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 use hair care suitable for your hair type, there’s nothing wrong with washing your hair daily.” Speaking of care: Don’t be afraid of shampoos from the supermarket! They aren’t necessarily worse than the expensive ones from specialty stores, confirms the expert. Basically, anyone can start with a drugstore product that suits their needs. And if you feel your hair is extremely greasy after just 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, only medical tinctures or tablets might help. Such a problem, however, 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.
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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 a cleansing gel.” Rinsing the products off with water is perfectly fine, even twice a day. The key is choosing the right product so that the skin doesn’t become either too dry or over-moisturized.