According to Dr. Garshick, there are a few main factors to consider, like what type of cleanser you’re using and how much makeup and buildup is on your skin. “For someone who wears a lot of makeup, they may require the full 60 seconds to adequately remove it completely,” she explains. “Also, if you’re using a medicated cleanser such as one containing benzoyl peroxide or salicylic acid to treat acne, you’ll want to ensure the cleanser is on your skin for long enough for the active ingredients to have an effect.” If neither are applicable to you or you’re washing, say, a makeup-free face in the morning, you can stick to a shorter, 30 second wash.
And yes, the adage of “too much of a good thing” applies to face washing as well. Though it might seem like a great idea to really go in there and do a deep clean of every last pore, Dr. Camp cautions against cleansing for longer than 60 seconds, as it can lead to dryness and irritation.
TL;DR: Wash your face for 60 seconds if you’re removing makeup and/or using a medicated cleanser, otherwise stick to 30 seconds; and don’t exceed a minute.