How Often Should I Wash My Face?

We recommend washing your face twice a day, to best remove the build-up of dirt. pollutants and sweat throughout the day and night, plus any make-up and SPF applied during the day. Morning and evening is best, plus you may wish to add in an extra cleanse if needed, for example after an afternoon workout. This will help to keep your complexion continuously clear and fresh.

It's one of those skincare questions that sounds almost too simple — yet the answer genuinely makes a difference to how your skin looks and feels. Whether you're a devoted skincare enthusiast or someone who keeps things beautifully minimal, getting your cleansing routine right is one of the most impactful things you can do for your complexion.

So, how often should you wash your face? The short answer is twice a day. Here's why.

Shop online here for our Rejuvenating Face Wash and see the difference it makes to your skin.

Why Twice a Day Is the Sweet Spot

Your skin is busy around the clock. During the day, it's exposed to pollution, dust, excess oil and sweat — all of which settle on the surface and, if left uncleansed, can clog pores, dull your complexion and over time contribute to congestion and uneven texture.

Then there's your SPF and make-up to consider. Both are brilliant for protecting and enhancing your skin during the day, but they need to be properly removed come evening. Leaving SPF or foundation on overnight is one of the most common ways people unknowingly undermine their skincare — no matter how good your serums and moisturisers are, they simply can't do their job if they're sitting on top of a layer of leftover product.

At night, your skin gets to work repairing and renewing itself. That process generates its own debris — dead skin cells, sebum, sweat — which is why a morning cleanse matters just as much as your evening one. Starting the day with clean skin means your moisturiser, SPF and any other products you apply can absorb properly and perform as they should.

What Happens If You Cleanse Too Little (or Too Much)?

Under-cleansing is the more common problem. Skipping your morning wash or relying on a quick rinse with water at night leaves a build-up that accumulates over days and weeks. You might notice your skin looking a little flat, feeling rough to the touch, or breaking out more than usual — these can all be signs that your cleansing routine needs attention.

On the flip side, over-cleansing — washing three, four or more times a day — can strip the skin's natural moisture barrier, leaving it feeling tight, dry or reactive. Twice daily really is the balance your skin needs.

The key is finding a face wash gentle enough to use every morning and evening without disrupting your skin, while still being effective enough to remove everything that's built up.

The Right Face Wash Makes All the Difference

Not all cleansers are created equal. Harsh formulas can leave skin feeling stripped and uncomfortable, which often puts people off cleansing twice a day in the first place. That's why choosing the right product matters.

Our Rejuvenating Face Wash is designed with exactly this in mind. It's packed with wonderful plant actives that work together to deeply cleanse the skin — lifting away make-up, SPF, sweat, pollution and daily grime — without leaving your complexion feeling dry or tight. Instead, it leaves skin feeling clean, soft and genuinely comfortable.

What makes it particularly lovely for twice-daily use is that conditioning quality. Rather than just removing what's on the surface, it supports your skin while it cleanses, so your moisture levels stay balanced and your barrier stays happy. You get that satisfying deep-clean feeling without any of the harshness.

Building Your Twice-Daily Routine

Getting into the habit of cleansing morning and evening doesn't need to be complicated. Here's a simple way to think about it:

Morning: Wash away the overnight build-up of sweat and sebum for a clear and fresh start to the day. This also preps your skin so your moisturiser and SPF can absorb properly and work at their best throughout the day.

Evening: Remove make-up, SPF and everything the day has thrown at your skin. This gives your skin a clean slate to repair and renew overnight.

Using a gentle, effective cleanser like the Rejuvenating Face Wash for both steps means you're consistent without compromise — effective cleansing that your skin will actually thank you for.

A Small Habit With Real Results

Twice-daily cleansing is one of those skincare habits that pays dividends over time. Cleaner skin absorbs products better, looks brighter and feels smoother. It's not about being obsessive — it's simply about giving your skin the consistent care it deserves, morning and night.

If you haven't found a face wash you genuinely love using twice a day, it's worth trying the Rejuvenating Face Wash. With its blend of plant actives and conditioning formula, it makes twice-daily cleansing something to look forward to rather than a chore. Your skin will feel the difference from day one.