Cleansing queen

〰️ Cleansing Queen

〰️ Cleansing Queen

Hydrating cleanser — €49

Apply this light and gentle milky cleanser as the first step in your skincare routine. Gently rids skin of cosmetics, dirt and oil build-up while locking in moisture thanks to hydration-boosting ingredients pentavitin and squalane.

Friendly for all skin types, best on dry to mixed skin.

100ml - 3.4oz

  • → Always wash your hands before prepping your skin.

    → Take 2 to 4 pumps of cleanser and gently massage over your face.

    → Emulsify cleanser with moistened fingers.

    → Rinse with lukewarm water or remove cleanser with a moist cotton cloth.

    → Repeat all steps for double cleansing.

    → You can apply this cleanser while showering, but make sure the water is not too hot.

  • → Always wash or disinfect your hands before prepping the skin.

    → Take 2 to 4 pumps of cleanser and gently massage over the face.

    → Spray with a mineral face mist to emulsify.

    → Remove cleanser with a moist tissue or a reusable cotton pad.

    → Repeat all steps for double cleansing.

  • YAY is proudly PETA-certified vegan and cruelty-free. This means our products do not contain any animal-derived ingredients and that we will never conduct or commission animal testing on our ingredients, formulations, or finished products. We test YAY on real people only.

  • Aqua (Water), Glycerin, PEG-7 Glyceryl Cocoate, Sodium Laurylglucosides Hydroxypropylsulfonate, Isohexadecane, Xanthan Gum, Saccharide Isomerate, Panthenol, Squalane, Tocopherol, Sodium Chloride, Sodium Benzoate, Tetrasodium Glutamate Diacetate, Sodium Hydroxide, Ethylhexylglycerin, Potassium Sorbate, Magnesium Stearate, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Citric Acid, Boron Nitride, Phenoxyethanol, Cellulose Acetate, Aloe Barbadensis Leaf Juice, Cellulose Acetate Butyrate, Trilaurin, Trisodium NTA, Parfum*, Sodium Citrate, CI 77891 (Titanium Dioxide).

    *We only use hypoallergenic perfume

What it does for you

Preps your skin for make-up

Daily cleansing is the basis for a happy, healthy complexion and a must when preparing the skin for your make-up look. Clean skin is essential as it guarantees optimal absorption and blend of other products in your skincare and make-up routine.

Hydrates for up to 24h  

YAY's gentle cleanser leaves skin refreshed without drying it out. Our formula prevents transepidermal water loss (TEWL) by reinforcing the skin barrier to aid long-lasting hydration.

Smooths and soothes

Ingredients aloe vera, vitamin E and panthenol ensure your skin is soft to the touch and make our cleanser suitably soothing for sensitive skin types.

What our customers love about
Cleansing queen

  • Soft, pleasant texture, not tight, neutral smell, you don't need much.

    Ellen De Smet

  • Good consistency, feels rich, smells nice and doesn't stick.

    Esther Winderix

  • My face feels clean and hydrated.

    Tamara Put

  • I think this is a very good product. I love emulsifying the oil base with water.

    Katrien Van Meirhaeghe

  • The product feels good on the skin. My skin feels well cleansed afterwards.

    Amber Evenepoel

  • The feeling after emulsifying with water is very pleasant. I didn't feel any tightness at all.

    Nap Truong

Key Ingredients

Pentavitin

This powerful plant-derived hydrator prevents that dry feeling after cleansing. Pentavitin is clinically proven to improve the skin’s natural moisture barrier and holds hydration for up to 24 hours for a significantly smoother appearance.

Aloe Vera Leaf Juice

A nourishing natural ingredient bursting with hydrating properties. The aloe vera plant is an age-old anti-inflammatory ideal for cooling and soothing your skin.   

Squalane

Derived from olive oil, squalane offers both surface and deeply penetrating skin moisturization. A key ingredient that rehydrates and protects against transepidermal water loss.

Glycerin

This hydration master works like a magnet and can absorb water from the air. Glycerin also mimics the skin’s natural moisturizing factor (NMF), making it beneficial for all skin types.

Vitamin E

Also known as tocopherol, vitamin E is a powerful antioxidant that helps defend against environmental stressors. It's also excellent at retaining moisture and very soothing on your skin.

Panthenol

Panthenol, or pro-vitamin B5, is a softening skin rejuvenator known for reducing inflammation. Its soothing properties make it highly suitable for sensitive skin.  

Frequently asked questions

  • Yes, our cleanser is safe to use on the eye area.

  • No, apply the cleanser using your hands, then emulsify and rinse off with water or remove with a moist cotton cloth or pad.

  • Yes, our cleanser is formulated to remove regular make-up from the skin. However, certain eye and lip make-up may require a waterproof makeup remover first.

  • We recommend rinsing in lukewarm water, as hot water dries out your skin.

  • → Yes, you can. Simply repeat use after the first round of cleansing.

    → Alternatively, start with a micellair water or oil cleanser to remove heavy make-up, then apply Cleansing Queen as your second cleanser.

  • The abbreviation TEWL refers to the process of water evaporating from the skin’s surface, which often leads to dehydrated or dry skin. It can occur when the skin’s natural moisturizing factor (NMF) is depleted. The good news: YAY is formulated to combat TEWL by restoring your skin’s natural protective barrier.

  • NMF is a combination of naturally occurring elements in our skin. It is vital for maintaining hydration levels and keeping skin supple and protected. Factors such as age, UV rays and aggressive products can all damage the NMF resulting in dry, flaky skin. That’s why we’ve developed our skincare essentials using moisture-rich ingredients that work in harmony with the skin’s reparative function.

  • → We only use a very small concentration of hypoallergenic fragrance to give this product a pleasant subtle smell. The maximum amount of fragrance added is between 0.10% and 0.25%, whereas similar skincare products can contain 1% perfume or more. Therefore, the chance of an allergic reaction is minimal.

    → Our fragrance does not contain allergens such as citronal, linalool and limonene.

    → Although the chance of irritation is minimized, no product can ever be considered allergy-proof. If you have a known (perfume) allergy, test this product on your arm fold first.

  • A hypoallergenic fragrance is known to have reduced allergy potential compared to regular fragrances. For this reason, hypoallergenic fragrance is preferable for those with sensitive or irritation-prone skin.

Ask your question

Want skin in the game?

YAY is a Belgian skincare brand driven by a community make-up artists. When formulating new products, we offer front row access to a dedicated team of YAY testers. Your opinion matters to us and each year we invite new members to join our test team.

Want to be part of it? Fill in the form below!
When selected, we’ll contact you by email.