What is the 60-second rule for cleansing?

The 60-second rule is a skincare technique suggesting that massaging cleanser into skin for a full minute — rather than the typical 10–20 seconds — gives the active ingredients in cleansers more time to work, helps dissolve makeup and sunscreen more thoroughly, and promotes better circulation. While not clinically mandated, many people find it improves their cleanse, particularly if they use a salicylic or glycolic acid cleanser for added treatment time.