Too many young adults are unintentionally damaging their skin barrier by over-cleansing and over-treating their faces with active-rich products. Dermatologists say they’re seeing a steady rise in patients with burning, redness, itching, and increased sensitivity, often caused by doing too much, not too little.

“Nearly half the young women I see with acne or dryness are using five or six products at once, sometimes even more,” says Dr Meenal Kumar, a Hyderabad-based dermatologist. “They’re cleansing three to four times a day, using exfoliating face washes, then following it up with toners, vitamin C, niacinamide, and retinol without understanding how they work together.”

Instead of solving skin concerns, this kind of layering and frequent washing is weakening the skin’s natural protective barrier. The result is increased transepidermal water loss, sensitivity, and reactive breakouts. “We now have to treat the damage caused by the skincare itself,” says Dr Kumar.

One of her patients, a 24-year-old content creator, came in with red, flaking skin and burning sensation. “She was using a foaming cleanser four times a day and applying acids daily. Her skin was raw and inflamed. She thought she had a new allergy but it was just barrier collapse,” she says.

The obsession with being ‘clean’ is also a factor. “People have developed a fear of oil or sweat on their skin. But over-washing strips away the microbiome and natural oils needed for healthy skin.”

Dr Kumar says that marketing also plays a role. “Brands make it sound like you need a ten-step routine to glow. But skin doesn’t work like that, it has a limit.”

She advises returning to a simple routine: a gentle cleanser twice a day, a moisturiser, and sunscreen. “Anything else should be recommended by a doctor, not social media.”