People do NOT waste your money on expensive cleaners for your makeup brushes and sponges - this works like a dream! It is the FASTEST and EASIEST way to remove all traces of makeup from your tools and is super affordable too. I started to find that some of the other cleaners were making the bristles of my brushes start to become brittle which is horrifying when you consider how much of an investment we make in these tools. After reading reviews I decided to give J&J Baby Shampoo a try and am I ever thankful to my fellow reviewers as this has transformed not only my brushes and sponges but decreased the amount of time spent cleaning them. The shampoo is gentle yet effective, and must be somewhat conditioning/hydrating because when I am finished even my hands do not feel dry or dehydrated. One trick I have discovered that speeds up the cleaning routine is to pour a tiny amount of shampoo into the bottom of a bar soap travel container (one that has ridges in it for drying/air circulation), wet the brush, dip into the shampoo and swirl around inside the travel container. The raised ridges help scrub the makeup out of the brush and then it's just a quick rinse and set aside to dry. I rest mine on a microfibre cloth which unlike a regular towel, allows the water to evaporate faster. When cleaning makeup sponges, I simply soak the sponge in water, pour a tiny amount of shampoo on the sponge and massage it in with my fingers. You will see the makeup pull out of the sponge and drop into your sink right before your eyes. Rinse well and voila! I wash my sponges frequently but if you have a lot of buildup, you might need to repeat the shampoo to get it clean. An added bonus is that a large bottle of this shampoo is only a few dollars and lasts a long time. Highly recommend this over any other brush/sponge cleanser. For those in between brush cleanings where you need to quickly use it again I do recommend the It Cosmetics "It's your brush love" spray - just not for a true deep cleaning.