Best Answer: Depends on the makeup. I use it gently on my lids (with a cotton pad) to remove powder eyeshadow, no rubbing required. For mascara, it takes a few downward strokes (gentler if I let my lashes soak it up briefly) and then some clean up around the eyes. A little rubbing, but no scrubbing. Hope that's helpful. Overall this is very kind on the eyes, no irritation even when I've left my contacts in.