For a long time, I believed it too - We've been conditioned from years of advertising that soap is harsh. And if it's too drying for my body, it must be doubly so for my face, right? Well maybe it's not entirely untrue - some soaps are harsh; but not mine, and certainly not my facial soap. Carefully selected ingredients like avocado oil and shea butter insure that it's anything but drying. It's a gentle clean I enjoy twice each day, and you can too.