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Credit: Instagram @romeestrijd
There was a time when cleansing was relegated to the bottom of the skincare priority. It was seen as the ‘anything-will-do’, throwaway step in lieu of toners, serums, and moisturisers, however Tiffany Masterson wants to change all of that. Texas-native, and founder of the cult, boutique skincare brand ‘Drunk Elephant’, her philosophy is simple – to create a straightforward, results-driven, 9-piece collection, which is clearly striking a chord with consumers. It’s been recorded as one of the fastest-growing skincare brands of 2016, and a host of r potential investors are expressing interest for a possible acquisition, with cosmetics giant Estee Lauder Inc., just one of them.

“Cleansing is the most important step. If you get that wrong, everything you use afterwards is not going to work as well,” explains Masterson. After all, what’s the point of spending $100+ on a serum if the skin underneath is still ‘dirty’ and clogged. Here are her tips on what to look out for.  TileKEEP YOUR ACID MANTEL IN CHECK
One of the easiest ways to throw off your skin’s natural healing, and protective properties is to use a cleanser that has a high ph level, i.e. soap, which leads to irritated, angry, and sensitive skin. “Envisage a piece of saran wrap on your skin. That’s your acid mantel, and if you strip that off you’ve got all sorts of problems,” says Masterson, including overly sensitive skin which can feel hot and itchy, while also being more prone to bacterial infection and acne. Instead she recommends a “ make ‘ph-balanced’ a priority for you cleansers look out of “a good simple, ph. balanced cleanser that won’t strip or dry your skin that you can use every day and night to take off your makeup”.

NIX THE ‘ESSENTIAL OILS’  
While we now regularly celebrate the barrage of benefits that oils offer our skincare routine, certain essential oils have the potential to irritate certain skins. Even though the cleanser is only on your skin for up to a minute (sometimes two), “a cleanser that is full of essential oils and fragrances is not good,” says Masterson, who herself was an avid experimenter of a variety of oils before starting Drunken Elephant.

Soft and Gentle

The age old adage of ‘too much of a good thing is a bad thing’ definitely relates when it comes to exfoliation. “Another way you can hurt your skin is by cleansing with a harsh exfoliant, and by scrubbing and scrubbing the acid mantle off,” says Masterson. Instead make sure you recognise when your skin is on the verge of feeling inflamed, delicate and sore, and stop before. Soap1

Drunk Elephant, JuJu Bar, $40. SHOP NOW
Drunk Elephant, Pekee Bar, $40. SHOP NOW
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Caudalie, Fleur de Vigne Instant Foaming Cleanser, $32. SHOP NOWNuxe, Lait Demaquillant Confort, $26.99. SHOP NOW

Dermalogica, Essential Cleansing Solution, $53.50. SHOP NOW

Colbert MD, Balance Purifying Cleanser, $80. SHOP NOW
Ultraceuticals, Ultra Brightening Foaming Cleanser, $62. SHOP NOW