Showering less frequently is gaining traction in Germany amid an energy crisis, following suggestions from officials to use washcloths instead. This “Non-Bathing” trend, endorsed by celebrities like Mila Kunis and Kristen Bell, promotes skin health and water conservation. Experts argue that excessive washing can harm the skin’s natural barrier, while the pandemic has shifted personal grooming habits. However, many find reduced showering impractical due to their physically demanding jobs, raising concerns about the disconnect from everyday realities.
Many individuals have adopted the habit of showering at least once a day. This routine is currently being scrutinized, especially in light of the energy crisis, following Baden-Württemberg’s Prime Minister Winfried Kretschmann’s recommendation for Germans to utilize a washcloth instead. The ‘Non-Bathing’ trend emerged last year, promoting the idea that bathing less frequently could be beneficial for one’s body.
The notion is that reducing shower frequency helps to preserve the skin’s natural protective barrier while also conserving a significant amount of water. Numerous celebrities from the United States have emerged as advocates of this lifestyle choice.
The pandemic’s impact also played a role in this shift. During the lockdowns, many people found themselves showering less frequently. As analyst Yvonne Hornung from market research firm Nielsen puts it, “The occasions for styling simply disappeared for millions of people.”
With the rise of remote work, many adopted a more casual approach to personal grooming. Social outings and exercise opportunities dwindled, leading to a decline in the market for shower gels and shampoos, which, although recovering, has not yet returned to pre-pandemic levels.
Reading Tip: Stiftung Warentest: Discount shampoo outperforms brand-name products
Hollywood Stars Embrace Less Frequent Showering
The ‘Non-Bathing’ or ‘Cleansing Reduction’ trend gained momentum in Hollywood back in 2021, with stars like Kristen Bell, Brad Pitt, and Jake Gyllenhaal openly discussing their reduced bathing habits. Jennifer Aniston, Julia Roberts, and Charlize Theron disclosed in interviews that they limit their showers to once a week to save water.
Mila Kunis expressed her views on a Spotify podcast, stating, “I don’t wash my body every day.” She mentioned that she only cleans specific areas such as her armpits, breasts, feet, and intimate regions, emphasizing her belief that showering is overrated. Her partner, Ashton Kutcher, concurs, opting for a bar of soap for his own cleansing needs.
This beauty trend, however, has sparked controversy. Dwayne Johnson, known as ‘The Rock,’ has admitted to preferring more frequent showers throughout the day—cold in the morning and warm after workouts. He emphasizes the importance of using a facial scrub in his routine.
Advertisements Fuel Unrealistic Hygiene Standards
In Germany, personal care products account for a staggering annual expenditure of approximately 15 billion euros, according to Munich-based publisher Kunstmann, who translated and published Hamblin’s bestseller, ‘Clean: The New Science of Skin.’ There is a lack of consensus on what truly benefits or harms our skin, and the research in this field often lacks independence from major cosmetic corporations.
Hamblin recently shared insights with the ‘Süddeutsche Zeitung Magazin,’ highlighting the soap industry’s significant contributions to public health, but noting that the practices have become excessive. He insists on the necessity of thorough handwashing, especially since our hands frequently come into contact with our faces, even outside of a pandemic. However, he argues that soap is primarily needed in just a few areas, like the feet and armpits.
Hamblin points out that advertising often portrays individuals washing their entire bodies as if they were cleaning a vehicle, leading to excessive time spent in the shower, unnecessary water usage, and the purchase of products with far-flung ingredients packaged in plastic.
Natural Protective Barriers at Risk
People who reduce their showering frequency may initially notice a stronger body odor, often believing that more washing is the answer, according to Hamblin. He suggests that this cycle can be broken, as a new balance can eventually form on both the skin and hair.
Dermatologist Marion Moers-Carpi from Munich supports these findings, stating, “We demand a lot from our bodies. Many wash too much, too hot, and for too long.” She emphasizes that spending twenty minutes daily in a hot shower is excessive and can be detrimental. For those with skin conditions like eczema, caution is especially important.
Moers-Carpi agrees with Hamblin that daily washing strips the skin of its natural oils, leading to dryness and a reliance on moisturizers to replace those oils. This step can often be avoided altogether.
She personally showers about twice a week and minimizes soap usage. The previously celebrated concept of the acid mantle has become a topic of debate among dermatologists. She now recommends core soap, which had fallen out of favor.
Finally, the Munich dermatologist reminds us to consider past generations: “Ask your grandparents how often they washed. In the past, it was typically once a week for a bath. And they weren’t all smelly people.”
Also interesting: In just a few minutes sparkling clean: How to quickly make your bathtub shine again
Challenges for Many Citizens
It’s important to recognize that while reducing shower frequency can lead to significant water and energy savings, many individuals in Germany find themselves in a position where this is not an option. For those engaged in physically demanding jobs, relying solely on a wet washcloth is often impractical. As a result, many view Winfried Kretschmann’s suggestion as disconnected from the realities faced by hardworking individuals.