Double Cleansing Body Routine Gains TikTok Fame: Is It Hygienic or Just a Marketing Trend? | Xara Beqele, Terree Ann, #ShowerTok

The latest skincare obsession sweeping social media, double cleansing, is now making waves in the shower routine—thanks to viral content from creators like Xara Beqele (@xarabeq) and Terree Ann (@terreetaughtme). With nearly 10,000 likes and over 6,000 shares respectively, their videos promote washing the body twice: first with a deep-cleansing body wash, then with a hydrating formula. The trend, fueled by #ShowerTok, argues that skipping the initial cleanse leaves behind sweat, oil, and impurities, rendering scented body washes ineffective—akin to using Febreze on a dirty room. Gen Z, known for taking longer showers (averaging 15+ minutes), is leading this shift despite climate concerns, raising questions about sustainability and necessity. Experts caution that while the method may enhance perceived cleanliness, it risks stripping natural oils and disrupting the skin’s microbiome—especially with frequent use. Dermatologists warn against over-cleansing, particularly for those with sensitive or dry skin. The surge in popularity also coincides with rising sales of multi-step body care products, prompting skepticism about whether the trend is driven by genuine hygiene needs or commercial incentives. Brands are capitalizing on the movement, but consumers should weigh benefits against potential irritation. Ultimately, the debate centers on balance: how clean is too clean? While some users report feeling fresher and smelling better, dermatological consensus suggests one thorough cleanse with a gentle cleanser may suffice. As the trend evolves, understanding individual skin needs—and resisting algorithm-driven habits—will be key. The real takeaway? Cleanse wisely, not excessively.