I use it daily in the Morning and Night. Nice Feeling while cleansing. Generally I am staying in the dusty area so it needs cleansing daily. I am using it while I am shaving my beard. After shaving I use cleanser for more deep cleansing of my face. I feel fresh and light . Purifying milk is a light, delicate chemical that adopts a more sensitive strategy to purging your skin. It’s created from the regular emulsion of fats and water - no, it’s not produced using genuine milk! - and assists with purging your skin without stripping away your normal oils.