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Facial Cleanser Market - By Skin Type (Normal Skin, Oily skin, Dry skin, Sensitive skin, Combination skin, Others), By Product Type (Gel cleanser, Cream & lotion cleanser, Foaming cleanser, Bar cleanser, Others), By Consumer Group, By End-use, By Distribution Channel, Forecast 2024 - 2032

  • Report ID: GMI8949
  • Published Date: Apr 2024
  • Report Format: PDF

Facial Cleanser Market Size

Facial Cleanser Market size was valued at around USD 13.1 Billion in 2023 and is estimated to register a CAGR of 5.8% between 2024 and 2032. Increased awareness of skincare routines and the importance of maintaining healthy skin has led to a surge in demand for facial cleansers. Consumers are becoming more conscious of the need for proper cleansing to remove impurities, pollutants, and makeup residue, thus driving demand for facial cleansers.

Facial Cleanser Market

Pollution, UV radiation, and other environmental factors can damage the skin and accelerate the aging process. As a result, consumers are seeking skincare products, including facial cleansers, that offer protection against environmental aggressors, driving demand for cleansers with detoxifying and purifying properties. Social media platforms and beauty influencers play a significant role in shaping consumer preferences and driving demand for skincare products, including facial cleansers.

Endorsements, product reviews, and skincare routines shared by influencers can influence consumer purchasing decisions and contribute to increased demand for specific brands and products. The male grooming market is experiencing significant growth as men increasingly prioritize skincare and personal grooming. Facial cleansers formulated specifically for men, addressing their unique skincare needs, are in demand, driving market growth in this segment.

The market is highly competitive, with numerous brands vying for market share. Established players, as well as new entrants and niche brands, compete for consumer attention, making it challenging to stand out and gain market traction. Regulatory requirements governing the use of ingredients in skincare products can pose challenges for facial cleanser manufacturers. Compliance with regulations related to ingredient safety, labeling, and claims requires ongoing monitoring and investment in research and development to ensure product formulations meet regulatory standards.

Facial Cleanser Market Trends

Clean beauty, characterized by products formulated with natural, organic, and non-toxic ingredients, is gaining traction among consumers. In response, facial cleanser brands are emphasizing clean formulations free from harsh chemicals, parabens, sulfates, and artificial fragrances to cater to the growing demand for safer and more sustainable skincare options. Increasing awareness of environmental issues has led to a demand for sustainable packaging solutions in the skincare industry.

Facial cleanser brands are adopting eco-friendly packaging materials such as recyclable plastics, glass bottles, and compostable packaging to reduce waste and minimize their environmental footprint. Hybrid cleansing products, such as cleansing oils, balms, and micellar waters, are gaining popularity for their ability to remove makeup, dirt, and impurities while providing skincare benefits. These multifunctional cleansers offer gentle yet effective cleansing without stripping the skin of its natural moisture, appealing to consumers seeking simplicity and efficiency in their skincare routines.

Facial Cleanser Market Analysis

Global Facial Cleanser Market Size, By Product Type, 2021 - 2032 (USD Billion)

Based on skin type, the market is divided into normal skin, oily skin, dry skin, sensitive skin, combination skin and others. In 2023, normal skin type held the dominant market of USD 4.1 billion and is expected to reach USD 6.8 billion by 2032. Consumers with normal skin typically seek facial cleansers that effectively cleanse the skin without stripping away its natural moisture. Demand drivers include gentle formulations that maintain the skin's balance and pH levels while removing impurities and makeup. Consumers with oily skin often seek facial cleansers with oil-control properties to remove excess sebum and prevent clogged pores and acne breakouts. Demand drivers include cleansers formulated with salicylic acid, witch hazel, and tea tree oil to regulate oil production and purify the skin.

Global Facial Cleanser Market Revenue Share, By Product Type, (2023)

Based on price range, the facial cleanser market is categorized into gel cleanser, cream & lotion cleanser, foaming cleanser, bar cleanser and others. In 2023, gel held the dominant market share of 39% and is anticipated to grow through the years. Gel cleansers are popular among consumers who prefer lightweight formulas that cleanse the skin without leaving a heavy residue. Demand drivers include the refreshing and non-greasy texture of gel cleansers, making them suitable for all skin types, including oily and combination skin.

Cream and lotion cleansers are favored by consumers with dry and sensitive skin due to their hydrating and nourishing properties. Demand drivers include the rich and emollient texture of cream cleansers, which provide intense moisture and comfort to dry, irritated skin. 

U.S. Facial Cleanser Market Size, 2021 - 2032 (USD Billion)

North America facial cleanser market exceeded USD 3.8 billion in 2023 and is expected to reach USD 6.3 billion by 2032. North American consumers are increasingly prioritizing skincare as part of their daily self-care routines. The rising awareness of the importance of maintaining healthy skin, driven by social media, beauty influencers, and skincare trends, fuels demand for facial cleansers as the foundational step in skincare routines. Busy lifestyles prompt consumers to seek skincare products offering convenience and multitasking benefits.

Facial cleansers that combine cleansing, exfoliating, and moisturizing properties into a single product are popular, appealing to consumers looking to streamline their skincare routines without compromising efficacy.

Facial Cleanser Market Share

Global Company Market Share Analysis, 2023

The market seem to be moderately fragmented in nature due to presence of local and global players across the globe. In 2023, the market players such as Procter & Gamble (P&G), Johnson & Johnson, Unilever, L'Oréal, Shiseido Company, Estée Lauder Companies, Beiersdorf AG and Kao Corporation collectively held around 15%-20% market share. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position.

Facial Cleanser Market Companies

Major players operating in the facial cleanser industry are:

  • Amorepacific Corporation
  • Avon Products, Inc.
  • Beiersdorf AG
  • Coty Inc.
  • Estée Lauder Companies
  • Johnson & Johnson
  • Kao Corporation
  • L'Oréal
  • Mary Kay Inc.
  • Neutrogena Corporation
  • Olay
  • Procter & Gamble
  • Shiseido Company
  • The Body Shop International Limited
  • Unilever

Facial Cleanser Industry News

  • In November 2023, Natura &Co announced that it had signed an agreement to sell The Body Shop to international private equity group Aurelius, marking a new step in the Group's strategy to simplify and refocus its operations. The Body Shop would benefit from Aurelius' strong track record in building up companies to continue its transformation journey.
  • In November 2023, Shiseido Co.,Ltd. took first place in the "Corporate Ranking” in one of the biggest women's awards in Japan, the Forbes JAPAN WOMEN AWARD 2023. Since its founding in 2016, the Forbes Japan Women Award has sought to disseminate best practices for reducing the gender gap and empowering women and businesses. This helped the company showcase its efforts at the global level.
  • In November 2023, Kao Corporation joined the Japanese Cosmetics & Personal Care Products Industry Buyer Members Sedex working team to improve supply chain labor conditions. This collaboration ensured that Kao is continuously working to address human rights issues in supply chains.

The facial cleanser market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion)(Million Units) from 2021 to 2032, for the following segments:

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Market, By Skin type

  • Normal Skin
  • Oily skin
  • Dry skin
  • Sensitive skin
  • Combination skin
  • Others (rough skin, etc.)

Market, By Product type

  • Gel cleanser
  • Cream & lotion cleanser
  • Foaming cleanser
  • Bar cleanser
  • Others (Wipes, wet tissues, etc.)

Market, By Consumer Group

  • Male
  • Female
  • Unisex

Market, By End-use

  • Individual
  • Commercial

Market, By Distribution Channel

  • Online
    • E-commerce
    • Company website
  • Offline
    • Supermarkets
    • Departmental stores
    • Others (Individual stores, etc.)


The above information is provided for the following regions and countries:

  • North America
    • U.S.
    • Canada
  • Europe
    • UK
    • Germany
    • France
    • Italy
    • Spain
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • Australia
    • Rest of Asia Pacific 
  • Latin America
    • Brazil
    • Mexico
    • Argentina
    • Rest of Latin America
  • MEA
    • UAE
    • Saudi Arabia
    • South Africa
    • Rest of MEA


Authors: Avinash Singh, Sunita Singh

Frequently Asked Questions (FAQ) :

Facial cleanser industry size recorded USD 13.1 billion in 2023 and will grow at a 5.8% CAGR between 2024 and 2032 owing to increasing awareness and emphasis on skincare routines and personal hygiene coupled with the innovations in formulations.

The gel segment secured 39% revenue share in 2023, attributed to their refreshing and non-greasy texture and ability to remove impurities without drying the skin.

North America facial cleanser industry size was USD 3.8 billion in 2023 and will register USD 6.3 billion by 2032, driven by region's robust skincare industry, coupled with a growing awareness of the importance of skincare and a preference for natural ingredients.

Prominent leaders in the facial cleanser industry are Avon Products, Inc., Beiersdorf AG, Coty Inc., Estée Lauder Companies, Johnson & Johnson, Kao Corporation, L'Oréal, Mary Kay Inc., Neutrogena Corporation, Olay, Procter & Gamble, Shiseido Company, The Body Shop International Limited, Unilever among others.

Facial Cleanser Market Scope

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Premium Report Details

  • Base Year: 2023
  • Companies covered: 15
  • Tables & Figures: 428
  • Countries covered: 21
  • Pages: 487
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