The 60-Second Cleansing Rule: The Men’s Skincare Game Changer You’re Skipping

Stop Rushing Your Wash ⏱️

Let’s be honest: when you wash your face, how long does it really take? Ten seconds? Fifteen, maybe? You’re splashing, lathering a little, and you’re out. You figure that’s enough to tackle the day’s sweat, grime, and oil. But what if that simple, hurried step is the single biggest reason your skin still looks a little dull, a little rough, or a little prone to breakouts?

The viral “60-Second Rule” is more than a trend; it's a fundamental shift in how you should approach cleansing, especially for men whose skin tends to be thicker and oilier. At urth skin solutions, we believe in rituals that yield real results, and this one is the foundation of a truly great complexion. Here's why you need to dedicate a full minute to your face, and the ingredients that make every second count.

What is the best way for a man to wash his face?

The best method for a man to achieve a deep, non-stripping cleanse is by following urth's "One-Minute Face Wash Challenge." This technique uses a 30-second treatment phase where potent Alpha Hydroxy Acids (AHAs) and plant powered ingedients infuse the skin, followed by 30 seconds of dedicated lathering. This focused 60-second routine detoxifies skin, unclog pores, maximizes active ingredient efficacy on dirt and grim, and prevents the buildup that leads to common men's skincare issues.

The Science of the 60-Second Rule for Men’s Skin

The 60-Second Rule is a simple concept we developed with an aesthetician over 10 years ago and have been advocating ever since: you should gently massage your cleanser into your skin for a full minute before rinsing.

Why 15 Seconds is a Fail

Most men rush the wash, but it takes time for the active ingredients in your cleanser to actually work. Cleansers are designed to bind to oil, dirt, and pollution. If your face is just getting a quick splash and lather, those ingredients haven't had a chance to fully emulsify the sebum and debris that are on your skin and clogging the pores.

What Happens in 60 Seconds?

• Active Ingredient Activation: If you're using a quality cleanser with active ingredients (like the ones we focus on at urth), 60 seconds gives them enough contact time to begin their work. For instance, gentle chemical exfoliants need that minute to begin dissolving the dead skin cell 'glue' on your skin's surface.
• Pore Deep Cleansing: A full minute gives the surfactant ingredients (the cleaning agents) in your wash time to work into your pores and dissolve the accumulated gunk—oil, dead skin cells, and microscopic particles. This is the key to preventing blackheads and breakouts.
• A Gentle Massage: The prolonged, gentle massage boosts circulation, bringing fresh blood and nutrients to the surface of your skin, which can improve overall glow and skin health.

urth Insight: I remember trying the 60-Second Rule myself after years of quick 10-second washes. The first few days felt a little long, but after a week, the difference was undeniable. My pores looked smaller, and the dull, "tired" look I used to have in the mornings was simply gone. It was proof that small time investments both in the morning and night can lead to noticeable skin health dividends.

Powering Your 60-Second Wash: Why AHAs Are Essential

To maximize the benefit of a minute-long cleanse, you need to use a gentle yet effective cleanser. This is where Alpha Hydroxy Acids (AHAs) like Glycolic Acid and Lactic Acid come in.

Glycolic Acid: The Deep Clean Exfoliator

Glycolic Acid is the smallest molecule in the AHA family, which means it can penetrate the skin most effectively. This is fantastic for men because our skin tends to be thicker.

Benefit for Men	Why it Works in a Cleanser
Fights Breakouts	Exfoliates within the pore lining, preventing clogs.
Smooths Texture	Dissolves the bonds of dead skin cells and sloughs them off leading to smoother skin texture and for a smoother shave with less irritation.
Anti-Aging	Over time, it can stimulate collagen production, minimizing fine lines and wrinkles.

 

Lactic Acid: The Hydrating Refiner

While Glycolic is a deep diver, Lactic Acid is a gentler AHA that works primarily on the skin's surface. It’s an ideal complement in a cleanser, offering dual action.

Benefit for Men	Why it Works in a Cleanser
Gentle Exfoliation	Ideal for sensitive or easily irritated skin (like after a close shave).
Increased Hydration	Lactic acid is a humectant, meaning it helps your skin retain moisture, preventing that tight, stripped feeling.
Even Skin Tone	Helps to fade sun spots and hyperpigmentation with less irritation than harsher exfoliants.

 

The urth Approach: Our philosophy at urth skin solutions is that effective exfoliation shouldn't be irritating. That's why we formulate our best-selling cleansers with a balanced blend of these gentle chemical exfoliants. They allow you to practice the 60-Second Rule daily without worrying about over-stripping your skin's vital barrier.

How to Implement the urth 60-Second Cleansing Ritual

Rule of Thumb: Always use your clean fingers and a gentle touch. 

1. Wet Your Face: Splash your face with lukewarm water to prep the skin and create a slight lather.
2. The Treatment Phase (30 SECONDS):
• Dispense a nickel-sized amount of the urth Face Wash to a damp face and neck.
• Do not lather yet. Leave the wash on for 30 seconds, gently patting it into the skin. This allows the potent actives—like aloe, chamomile, white and green tea extracts, Vitamin E, panthenol, lactic acid, and glycolic acid—to infuse the pores, pre-treating skin and starting the detoxification process.

3. The Lather Phase (30 SECONDS):

• Add a splash of water to your face and dedicate the next 30 seconds to working up a rich, deep-cleansing lather.
• Focus on the oily zones (forehead, nose, chin) and areas prone to ingrown hairs (jawline). The prolonged massage boosts circulation and loosen dirt, oil and grime from the day.

4. Rinse and Pat: Rinse thoroughly with cool water, pat your face gently dry with a clean towel, and immediately follow up with your toner, serum, and moisturizer to seal in hydration.

Make the 60-Second Rule your new self-care standard. It's the simplest, most effective adjustment you can make to your skincare routine, and when paired with a plant powered daily cleanser, it sets the stage for a complexion that looks genuinely healthier, clearer, and ready for whatever your day holds.

Recommended urth Product:

urth Invigorating Daily Face Wash

This cleanser features plant power actives combined with a precise blend of Glycolic and Lactic Acid in a gentle, non-stripping formula perfect for daily use under the 60-Second Rule, delivering the active ingredients your skin needs for a truly deep cleanse.

References

Ibrahim, O., & Adisa, F. (2022, November 22). Dermatologists agree this is the only face wash you need for healthy skin. Yahoo Style UK. https://uk.style.yahoo.com/dermatologists-agree-only-face-wash-100500371.html

Medeiros, T. D. B., Magalhães, C. E. A., & Aguiar-Júnior, H. J. D. (2024). Evaluating the Efficacy and Safety of Alpha-Hydroxy Acids in Dermatological Practice: A Comprehensive Clinical and Legal Review. Clinical, Cosmetic and Investigational Dermatology, 17, 1313–1327. https://pmc.ncbi.nlm.nih.gov/articles/PMC11268769/