The before-and-after comparisons we often see on social media are irresistible: in an instant, they promise more even, radiant, and firm skin. But skincare isn't a 48-hour miracle: it's a constant process, made up of repeated steps, consistency, and time.

If you want to read them honestly, there's a simple rule, more important than any perfect photo: credible results are measured after at least one skin renewal cycle. For many people, this means at least 28 days of consistent routine, and often more.

For warew, honesty and transparency have always been key values: for this reason we want to share with you some simple and clear guidelines to allow you to make informed choices on a delicate and intimate topic: your skin.

The 28-Day Rule: What It Really Means

When we talk about the skin cell turnover cycle, we are referring to the cycle by which the cells of the epidermis mature and reach the surface of the skin, until desquamation.

Our skin follows a natural cycle of rebirth, maturation, and removal, which allows small imperfections to heal and gradually disappear over time. This is a fundamental concept underlying any personal care product.

In the skincare community, we often hear about a 28-day cycle, which is a good minimum operating time for evaluating sensible changes, especially for young skin.

That said, science shows that cell turnover can also take much longer: some estimates put the average time at around 28–40 days , and further analyses report times of up to 40–56 days for the complete journey, with a progressive slowing down with age.

As we age, we progressively lose hydration and nutrients essential to maintaining healthy skin, and for this reason skin regeneration becomes much slower and more gradual.

In practice:

• A before/after after 3–7 days can show sensations or optical effects at most

• a before/after after 28 days begins to have biological dignity

• A before/after after 6–8 weeks is often much more credible (especially if you are over 35/40)

Immediate effect vs. result: it's not the same thing

Many "after" photos are taken when the skin is at its most photogenic: freshly hydrated, smoother on the surface, and more luminous due to light refraction. This is certainly true, but it's important to consider that after just one application of the product, the effect will be temporary and unlikely to last long.

A result, however, is what remains: more stable, less reactive skin, with a more even texture and appearance, even when it's not freshly treated. And to understand if it's truly there, it takes time: at least 28 days of a consistent routine, without changing a thousand variables.

The most honest criterion: time + consistency + method

If a brand or professional is transparent, they usually state three things in a before/after comparison:

1. How much time has passed (ideally 28+ days)

2. what routine was followed (what, when, how often)

3. how the photos were taken (light, distance, angle)

However, when you see a “miracle” achieved in a few days or even immediately after applying the product, it does not necessarily mean it is fake: it is just that, often, it is not measurable as a skincare result.

Skin doesn't work in fits and starts: it works through continuity.

How to Build (and Recognize) a Credible Before/After in 28 Days

If you want a simple method, perhaps to measure the effects of skincare products on your skin yourself, here is an essential protocol:

• Day 0: Photo with clean face, dry skin (wait 30–60 minutes after cleansing), same natural or artificial light.

• Unchanged routine for 28 days: same products, same frequency, no random “additions.”

• Day 14: Control photo (this is to see if you are only seeing a temporary effect).

• Day 28: Final photo in the exact same conditions.

• Credibility bonus: Repeat in 6–8 weeks (this is where the difference between “effect” and “result” often becomes clear).

Reading before and afters honestly means respecting your skin's time: skincare is a constant process , not a quick test. If you really want to trust them, look for images that demonstrate at least 28 days of consistency and, even better, a longer journey.

warew helps you build an essential and sustainable routine, designed to accompany your skin over time: the best results are those that don't need special effects to be true.

Send us your before/after results or tag us on social media: we'll be happy to share them to show real, authentic results!