One in six women in their 30s “never washes her face” Over 90% do not adjust their facial cleansing routine despite winter dryness concerns Survey of 2,200 women nationwide, ages 30–69, on winter moisturizing

Box Group Co., Ltd. (Headquarters: Saitama City, Saitama Prefecture; President and CEO: Satoshi Himenuma), the operator of the “Luan Luan” brand, conducted a preliminary survey on winter dryness and moisturizing among 2,200 women nationwide aged 30 to 69, beginning on September 28, 2026.Of these, the company conducted the main survey starting October 5, 2026, among the 1,100 women who wash their faces and perform skincare routines at least five days a week.

In the preliminary survey, 17.7% of women in their 30s responded that they “never wash their faces.” However, 27.8% of the women who never washed their faces still performed a daily skincare routine.

On the other hand, in the main survey, among the 786 women who experienced dry skin or tightness after washing their faces last winter, 90.8% did not choose “cleansing products or methods” as the first thing to review.

Whether you wash your face or not, this survey revealed some surprising realities about skincare and facial cleansing habits. As we enter the season for addressing winter dryness, facial cleansing expert Risa Matsuda explains the importance of focusing not only on moisturizing but also on your “usual cleansing routine.”

Is moisturizing enough to combat winter dryness?

■About 1 in 6 women in their 30s “never wash their face at all”

[Survey Results (1)] About 1 in 6 women in their 30s “never wash their faces”

[Women in their 30s Account for the Highest Percentage Among Those in Their 30s to 60s; Age Differences in Facial Cleansing Habits]

In a preliminary survey of women nationwide aged 30–69, 9.6% of the 2,061 valid respondents regarding facial cleansing frequency answered that they “never” wash their faces—including washing with water or lukewarm water.By age group, the rate was highest among women in their 30s at 17.7%, equating to about one in six. Differences were also observed across age groups, with 11.1% in their 40s, 6.5% in their 50s, and 3.9% in their 60s.

■ 27.8% of women who never wash their faces perform a daily skincare routine

[Survey Results (2)] 27.8% of women who never wash their faces follow a daily skincare routine

Of the 198 women who answered that they “never” wash their faces, 27.8% (55 women) performed a daily skincare routine. The survey revealed that a significant number of women maintain a daily skincare routine even without the habit of washing their faces.

■Even when experiencing dryness and tightness in winter, 90.8% did not choose face washing as the first thing to reconsider

[Survey Results (3)] Even When Experiencing Winter Dryness and Tightness, 90.8% Do Not Choose Facial Cleansing as the First Thing to Review

Of the 786 women who experienced dryness or tightness in their skin last winter, only 9.2% chose “cleansing products or methods” as the first area to review. The remaining 90.8% chose something other than cleansing as their first priority.

When addressing winter skin concerns, 54.6% (429 people) chose moisturizing care as their first step. On the other hand, this suggests that “face washing”—the foundation of daily skincare—is rarely chosen as the first area to review. These results serve as a reminder to pay attention to one’s daily cleansing routine when considering measures to combat dryness.

■ 61.4% of women rarely change their facial cleansing routine throughout the year

[Survey Results (4)] 61.4% of Women Keep Their Facial Cleansing Routine Virtually the Same All Year Round

Of the 1,100 women surveyed, 61.4% (675 people) reported that their face-washing routine remains “virtually the same” throughout the year.While winter is a season when skin concerns such as dryness tend to arise, the survey revealed that more than 60% of women continue to use the same facial cleansing method regardless of the season. These results provide an opportunity to consider the extent to which women are aware of the importance of adjusting their cleansing methods to suit their skin’s condition.

■ The most common reason for not changing facial cleansing routines is “I don’t know what to change” at 30.1%

[Survey Results (5)] Reason for Not Changing Facial Cleansing Routine: “Don’t Know What to Change” Tops the List at 30.1%

When asked why they use “nearly the same” facial cleansing method year-round, 675 respondents cited “I don’t know what to change” as the top reason, at 30.1% (203 people).

This was followed by “I never thought to adjust my routine according to the season” at 26.5% (179 people) and “I’m satisfied with my current cleansing routine” at 25.9% (175 people).

While some people didn’t know how to change their routine or didn’t consider adjusting it seasonally, others were satisfied with their current method.

■ Advice from a Facial Cleansing Expert: To Combat Winter Dryness, Focus on “How You Wash” Rather Than “Which Cleanser”

What stood out in this survey was not only that some women do not wash their faces at all, but also that very few people considered revising their cleansing routine first.

When concerned about skin condition, people tend to focus on “what to add,” such as toners or serums. However, what I consider most important is to first reflect on “how you’re washing your face.”

When washing your face in winter, check these three things: “Is the water too hot?”, “Are you washing without scrubbing with the lather?”, and “Are you directing the shower stream directly at your face?”

Because face washing is a daily habit, we often go through the motions without thinking. “Before worrying about what to add, consider how you’re washing.” Based on my experience trying 256 different facial cleansers over three years, I hope you’ll pay special attention to your daily “cleansing method” this winter.

■ We are accepting additional interview requests for facial cleansing expert Risa Matsuda

Facial Cleansing Expert | Risa Matsuda

Facial Cleansing Expert Risa Matsuda (Affiliated with Luang Luang)

Detailed Profile: https://shop.ruamruam.jp/contents/20220

Former department store beauty advisor. A facial cleansing expert who has addressed the skin concerns of over 5,000 people and used 256 different types of facial cleansers over the past three years.

She has also been involved in the development of facial cleansers for approximately 10 years and analyzes daily facial cleansing routines from her unique perspective: “Before considering what to add, consider how you’re cleansing.”

Example Interview Topics: • Is your “usual cleansing routine” right for your current skin?

　　　　　　　• How should you approach cleansing to combat winter dryness?

　　　　　　　• How to find the right facial cleanser for you

Services Offered: Interviews, expert commentary, demonstrations of lathering and cleansing, provision of photographic materials

[Survey Overview]

Target Audience: Women aged 30–69 nationwide

　　　　 Preliminary Survey: N=2,200 (2,061 valid respondents to the question on facial cleansing frequency)

　　　　 Main Survey: N=1,100 (275 respondents in each age group from their 30s to 60s). From among the preliminary survey respondents,

　　　　　　　　　women who wash their faces and perform skincare routines at least 5 days a week were selected

Period: Preliminary Survey: September 28–October 4, 2026

　　　　 Main Survey: October 5–10, 2026

Method: Online survey (FASTASK)

Conducted by: Box Group Co., Ltd. (Luan Luan)

*The number of respondents and response format for each question are indicated in each figure.

*When citing this survey, please clearly state “According to a Luang Luang survey.”

[Company Overview]

Company Name: Box Group Co., Ltd.

Address: 3-2-2 Magarimoto, Minami-ku, Saitama City, Saitama 336-0033

Company Website: https://www.boxgroup.jp/

Luan Luan Cosmetics Online Shop: https://shop.ruamruam.jp/