An increasing number of Japanese men have started embracing a new skincare routine involving washing their face up to 20 times per cleansing session. This trend seems to be driven by a desire not only for better skin health, but also an elevated sense of wellbeing and overall lifestyle improvement. Despite initial concerns about potential skin dryness, so far, followers have reported positive results, referring to the method as a "beauty wake up.

In Japan, both the men's grooming market and the beauty industry as a whole is continually growing. This trend reflects a shift in societal values where male beauty rituals are being normalized and skincare is recognized as essential self-care rather than an exclusively feminine pursuit.

In western countries like the US or EU, while men's grooming has also increased in popularity, 20-fold rinses are not commonly practiced. The cultural norm leans towards more streamlined, quick routines although the rise of K-beauty is beginning to influence consumer habits.