With beauty customers more educated than ever, attention has turned toward the humble face cleanser.

Korean and Japanese beauty have introduced double- and even triple-cleansing routines. Face wash formulas come in a Willy Wonka variety of forms: foams and balms and gels, mousses, milks and clays. Add concentrated and exotic ingredients, and many of today’s cleansers have little in common with the old-school bar of soap.

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