Much depends on the specific qualities of your skin. Also not all areas of your skin may need the same thing.
For regular washing day to day I have used Neutrogena facial cleansers-Either the face wash in a pump bottle, cream cleanser and every so often the exfoliating scrub.
Since my skin tends to the oily side, products that have worked best for me for additional moisturizing are cera ve hydrating facial cleanser, or cetaphil cleanser. These are very gentle, almost neutral. I dont really use these to cleanse, just to moisturize as a supplement especially around my eyes. It takes time and the effect is subtle but I believe these provide a gentle hydrating effect that has helped more than the retinol lotions that I tried. Retinols are popular and make dramatic promises but they are pricey and for me they have not been particularly effective.
For areas where I shave, very recently I started using an aftershave balm, and I am liking the effect that has had as well in terms of smoothing down follicles or other bumps.