Why I Created Purify Gentle Cleanser
by Emme Diane on August 25th, 2026
After 14 years, Gentle Cleanser will officially be phased out on October 1st and replaced by our new Purify Gentle Cleanser.
I know how much so many of you love Gentle Cleanser. For some of you, it's been part of your skincare routine for years.
So I want you to know: this wasn't a decision I took lightly. My goal was never to create something different just for the sake of change. It was to create something better.
Everything You Love Is Still Here
When we began developing Purify Gentle Cleanser, there were certain things I wasn't willing to compromise on.
It still had to be gentle. Hydrating. Acne-safe. Pore-friendly. Safe for sensitive skin. And it could never leave your skin feeling tight, dry, or stripped.
Those things haven't changed.
What has changed is the cleansing experience.
Purify Gentle Cleanser creates a beautiful, soft, cushiony lather that cleanses more thoroughly, helping remove makeup, sunscreen, excess oil, and impurities while still respecting your skin barrier.
Your skin feels exceptionally clean, soft, and comfortable afterward.
I've never said I actually look forward to washing my face until now.
A Thoughtfully Modernized Formula
I also wanted to take this opportunity to modernize the formula.
We removed ingredients we no longer wanted to use, creating a paraben-free, clean-beauty-friendly formula while maintaining the gentleness, hydration, and acne safety you expect from us.
This wasn't change for the sake of change.
It was a thoughtful evolution of a cleanser we've loved for 14 years.
Try It Before You Make The Switch
I don't expect you to simply take my word for it. I want you to experience Purify Gentle Cleanser for yourself.
Beginning September 1st, we'll include a complimentary sample with orders of $150+ while supplies last, so you can try it before Purify Gentle Cleanser officially launches on October 1st.
And if you'd like to stock up on Gentle Cleanser, it will remain available through September while supplies last.
If I didn't truly believe Purify Gentle Cleanser was better than Gentle Cleanser in every way that matters, I never would have made this change.
Gentle Cleanser helped make Purify Gentle Cleanser possible.
And I can't wait for you to experience what's next.
Your Purify Gentle Cleanser Questions, Answered
Is Purify Gentle Cleanser replacing Gentle Cleanser?
Yes. Purify Gentle Cleanser is the next evolution of our original Gentle Cleanser. Gentle Cleanser will be available through September while supplies last and will officially be phased out on October 1st.
How is Purify Gentle Cleanser different from the original Gentle Cleanser?
We preserved what you love most about Gentle Cleanser—its gentleness, hydration, acne safety, and respect for your skin barrier—while improving the cleansing experience.
Purify Gentle Cleanser creates a soft, cushiony lather that cleanses more thoroughly, helping remove makeup, sunscreen, excess oil, and impurities while leaving your skin feeling soft, hydrated, and comfortable.
If it foams, is it going to be more drying?
No. This was incredibly important to me.
The soft, cushiony lather helps Purify Gentle Cleanser cleanse more thoroughly without stripping your skin. It was specifically formulated to leave skin feeling hydrated, balanced, and comfortable—never tight or dry.
Is Purify Gentle Cleanser still safe for acne-prone skin?
Absolutely. Purify Gentle Cleanser is acne-safe, pore-friendly, and non-comedogenic. Acne safety remains non-negotiable in every product we formulate.
Can I use it if I have sensitive skin?
Yes. Purify Gentle Cleanser was formulated to be exceptionally gentle and is suitable for sensitive skin.
Why change Gentle Cleanser if so many people love it?
Because I believed we could make it even better.
I wanted to preserve everything our clients love about Gentle Cleanser while creating a more thorough, luxurious cleansing experience and modernizing the formula.
This wasn't change for the sake of change. It was a thoughtful evolution of a cleanser we've loved for 14 years.
What's different about the formula?
Purify Gentle Cleanser has been thoughtfully modernized with a paraben-free, clean-beauty-friendly ingredient profile while maintaining the gentleness, hydration, and acne safety you expect from Emme Diane.
Will Purify Gentle Cleanser remove makeup and sunscreen?
Yes. Purify Gentle Cleanser effectively lifts away makeup, sunscreen, excess oil, and daily impurities.
If you're wearing makeup or SPF, I recommend double cleansing. Your first cleanse removes makeup, sunscreen, excess oil, and surface impurities, while your second cleanse thoroughly cleanses the skin itself.
Can I use Purify Gentle Cleanser morning and night?
Yes. It's gentle enough to use as the first step in both your morning and evening skincare routine.
When can I try Purify Gentle Cleanser?
You don't have to wait until launch.
Beginning September 1st, we'll include a complimentary sample of Purify Gentle Cleanser with orders of $150+ while supplies last, so you can experience it before it officially launches October 1st.
Can I still buy Gentle Cleanser?
Yes. Gentle Cleanser will remain available through September while supplies last.
If you'd like to stock up before we say goodbye, I wanted to give you plenty of time to do so.
The Next Chapter
Gentle Cleanser has been part of Emme Diane for 14 years, and I'm incredibly grateful for the trust you've placed in it—and in me.
Purify Gentle Cleanser isn't about forgetting what made Gentle Cleanser so special.
It's about taking everything you loved and making the experience even better.
I hope you'll give it a try. I truly can't wait for you to experience it.
With gratitude,
Emme Diane
