What's the 60-second cleansing rule and should you do it?

Eurgh, another beauty 'rule', you might scoff. Hear us out this 60-second rule makes perfect sense.

Maybe you follow a Korean-esque ten-step skincare regimen. Perhaps you've narrowed your routine down to the three or four products that work for you. But do you do this when you cleanse? Because according to esthetician Nayamka Roberts-Smith of LABeautyologist, we could do well to follow her 60-second rule.

I know I spend a hella long time taking off my makeup and beautifying myself before bed, but I don't think I spend 60-seconds on cleansing alone. But maybe I should be...

Explaining the rule to Cosmopolitan she said, "makeup, dirt, and oil are a lot more difficult to remove from the skin most people realize. So not only do you want to give the cleanser a chance to break down and dissolve products and grime, but taking 60 seconds also makes you pay attention to your skin and what you’re doing—like remembering to cleanse around the edges of your nose, under your chin, and around your hairline."

Some of Nayamka's 45.8k and counting Twitter followers have taken up the 60-second cleansing challenge, and they are convinced.

Since going just a little bit viral, beauty lovers the internet over are obsessed with the skincare movement. A Cosmo writer tried it herself and says she noticed her face looking "calmer, less red, and brighter". And, to paraphrase the writer, for €0 extra dollars and 50 extra seconds? Yeah, we'll take it.