Any Reddit lurker has probably read a great deal about double-step (or even triple-step!) cleansing on r/SkinCareaddiction , especially since many posts on the subreddit credit this method for achieving clear and glowing skin. The theory goes that if you wash your skin not once but twice (or more), your pores will be cleaner than ever.

However, it seems that something called situational cleansing is the latest fad to shake up the skin care industry, as budding beauty brands like Holifrog have developed a line of textured cleansers based on the new concept.

Situational cleansing, according to Holifrog founder Emmy Parr, means using a different cleanser depending on your skins needs at different times. This means using a cream-based cleanser when your skin is dry, she explained, or using a gel-based wash when breakouts start to appear.

The idea behind situational cleansing is that our routines may rule our daily lives, but we should also try to listen to our skin at the time of every wash, Parr told HuffPost. Skin is just like anything else; it has different needs at different times.