In 2017, searches for “oil cleansing” went up 555% on Pinterest, and everyone from Health to SELF to Buzzfeed is spreading the gospel on cleansing with oil. Even more exciting? Innovative, forward-thinking manufacturers are jumping on the oil cleansing trend by offering oil-cleansing crazed consumers a veritable explosion of oil based and oil enriched facial cleansers, makeup removers, and, most popularly, custom blended facial oils to help cleanse, tone, and moisturize the skin.

Oil cleansing is the practice of using an all natural oil, like olive oil, to cleanse the skin on the face and body. While oil cleansing has crunchy roots, stemming from the booming natural personal care movement and market, today the trend has blossomed into an exciting proliferation of oil-based and oil enriched facial and body care products.

This new wave of multi-functional, oil enriched products are designed to sweep away dirt, sebum, and dead skin cells, remove heavy-duty and waterproof makeup, and gently cleanse the skin, all with the natural, super-powered properties of beloved antioxidant-packed oils, like consumer favorite olive oil.

Oil cleansing, like other popular skin care regimes, (i.e. the famous 10-step K-Beauty skincare routine) is a multi-step process, devised to cleanse, moisturize, and ultimately pamper the skin. The first step is to remove all traces of makeup with the oil or an oil-based makeup remover. After that, a washcloth soaked in warm water is draped on the face until it cools.

Once the washcloth is cooler, the cloth is used to wipe the face once more, and gently exfoliate and stimulate the face. For the final step, the chosen oil is rubbed into the face gently, to help impart even more moisture. After the oil cleansing process, experts also recommend following up with a standard nighttime routine of moisturizer and serum application.

The theory behind oil cleansing is that like dissolves like, so using an oil to clean the skin will dissolve the dirt and “bad oil” from the face, and leave behind only a supple, moisturized complexion. Another big reason for the booming oil cleansing trend? Oil cleansing is being touted by consumers and dermatologists alike as a softer, more gentle method for cleansing the delicate skin of the face.

“Cleansing oils contain hydrating and soothing ingredients that may actually be more effective and less irritating than some traditional cleansers,” said Joshua Zeichner, M.D., a dermatologist and director of cosmetic and clinical research in dermatology at Mount Sinai Medical Center told SELF in a recent interview.

Additionally, proponents state that oil cleansing returns the natural balance of the skin and creates truly nourished skin that simply “glows.” And while oil cleansing may seem counterintuitive to those suffering from acne, breakouts, or oily, unbalanced skin, the practice of using natural oils and oil enriched facial care products has actually been shown to reduce the occurence of acne blemishes and breakouts.

Oil cleansing with olive oil specifically is also linked to a reduction of the appearance of acne scarring over time. Plus, many consumers just love the nourishing, moisturizing effect oil cleansing has on their skin. Skin that’s dry, peeling, or flaking is most likely to benefit from regular oil cleansing and a heavy rotation of oil-based facial products.

To sum it all up? Oil cleansing is yet another new opportunity for olive-oil-based beauty products, as skincare self-care and naturally focused facial oils are now among the most popular products to have as part of a skincare regimen. Formulators, it’s time to join the oil cleansing trend!