Up there with brushing your pearly whites, cleansing is the twice-daily habit that should never be neglected.

While the ‘cleanse, tone and moisturise’ mantra covers the basics, everyone needs an individual routine they can stick to religiously so their skin reaps the benefits.

So don’t view cleansing as a chore like the washing-up or dusting. View this cleanse and polish as the building blocks for a flawless face.

NIGHT-TIME TONIC

Whether you’re addicted to your make-up brushes or not, the most thorough cleanse regime should always be before bed.

“Cleansing properly every night is the single most important thing you can do for your skin,” says Samantha Burlton, founder of So Organic (soorganic.com).

“Removing grime and make-up before going to bed allows skin to breathe and enables your skin’s natural night-time renewal process to work as it should.”

RISE AND SHINE

You might think that after a good night’s sleep there’s no need for another thorough cleanse in the morning. Think again.

The secret to good skin maintenance and squeaky-clean skin is a twice-daily cleanse. Don’t apply make-up on top of grimy skin.

“In general, I advise cleansing morning and night,” says Dr Sue Mayou, consultant dermatologist and Neutrogena adviser.

The action of cleansing mildly exfoliates and encourages cell turnover to promote a fresh-faced look to start your day.

Incorporate a facial massage into your morning routine as you cleanse to relax the facial muscles and give your skin a smooth and lifted look for the day ahead.

CLEANSE CLEVER

A thorough cleanse should last for at least a minute, and some experts now recommend ‘double cleansing’ for a deeper wash.

Bobbi Brown offers this step-by-step guide to the perfect cleanse: * Secure hair off the face with a headband or elastic.

* When wearing make-up, it’s often necessary to cleanse using a multi-step process. Start with a make-up remover or tissue-off cream to dissolve much of the make-up, avoiding the eye area.

* Use a make-up remover especially formulated for the eyes. Take a cotton pad dampened with the product, and rest or press it gently around the closed eye. Wipe gently. Don’t tug or pull on the eye or surrounding skin.

* Apply cleanser to the entire face. With a cleanser appropriate to your skin type, massage the product into your face with an upward circular motion. Include the neck and chin.

* Rinse the entire face, including the eye area with warm – not hot – water.

* Pat the face dry with the softest natural-fibre towels you can find.