Facial Cleanser Market

Facial Cleanser Market Size

The global facial cleanser market was estimated at USD 14.1 billion in 2024. The market is expected to grow from USD 14.8 billion in 2025 to USD 24.8 billion in 2034, at a CAGR of 5.9%. The market for facial cleansers is fueled by increased awareness of skincare and personal hygiene, surging skin related concern, and rising demand for natural and organic skincare products.

The surging market for facial cleansers is fueled by the increased expenditure by consumers on skincare products. Consumers have become more informed with regard to skincare and recognized its significance in health and well-being. Rising skin related concerns such as acne across the globe are also propelling the demand for facial cleanser market. The American Academy of Dermatology Association estimates indicate there are approximately 50 million Americans that suffer from acne annually, making it the most widespread skin ailment in the US. Especially among adult women, a condition termed as adult acne has afflicted approximately 15%. A significant number, roughly 85%, experience at minimum minor acne issues between the ages of 12 to 24. In America, more than 6 billion dollars are spent trying to deal with acne and its effects every single year. But only 10% of the people make the effort to consult a dermatologist. The rest rely on commercially available solutions.

Increasing demand for natural and organic products is majorly boosting the growth in the global facial cleanser market. Consumers are becoming more aware of the ingredients used in their skincare products and hence are demanding products that are natural and organic in nature, as they are perceived to be safer and healthier for the skin. Growing awareness of potential side effects from synthetic ingredients has led consumers to prefer products formulated with natural ingredients, which are often seen as gentler and less irritating. According to Ulta’s Beauty Consumer Insights survey for the year 2023, it found that 90% of Gen Z and younger millennials expect to buy into the products offered in the clean beauty category over the next few years. More than 50% of Gen Z is cautiously evaluating the ingredients of beauty products before making a purchase.

Facial Cleanser Market Trends

• The rise and acceptance of natural and clean beauty trends have created a heightened interest in transparency and sourcing of ingredients, and as a result, consumers are likely to move toward brands that align with this value. The trend towards natural and organic facial cleanser range of products reflects the larger shifts in the consumers behaviour and preference indicating a high growth trajectory for facial cleanser range of cosmetics segment for the overall cosmetic market.
  
•  Bioeffect introduces new facial cleanser a nourishing, squalane infused, gel to milk formula that purifies and hydrates. Suitable for all skin types the BIOEFFECT Facial Cleanser leaves skin cleansed, hydrated, and optimally prepped for serums and other skincare essentials. Formulated with a blend of nourishing and purifying ingredients, including squalane and barley beta glucan, the Facial Cleanser leaves no tight or sticky after effect.
  
• According to the Centre for the Promotion of Imports (CBI), nearly all large cosmetics companies have implemented programmed on sustainability, and many of them are setting ambitious targets to reduce their environmental impacts and resource use, indicating that sustainability has entered the mainstream. The American Chemical Society states that natural emollients hold the largest share, in terms of value and volume, of the natural cosmetics ingredient market.
  

Facial Cleanser Market Analysis

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The market by skin type is segmented into normal skin, oily skin, dry skin, sensitive skin, combination skin and others. In 2024, the normal skin segment dominates the market generating revenue of USD 4.4 billion and oily skin segment is expected to grow at CAGR of around 6.1% during the forecast period 2025 to 2034.

• Consumers with normal skin prefer gentle, non-stripping facial cleansers that retain the natural balance of the skin without drying or leaving excess oil. In general, normal-skinned individuals often look for multifunctional cleansers that may be used as a day-to-night cleanser, sometimes also offering gentle exfoliation and hydration.
  
• Vedic Pride announced the company's new product Face Cleanser. With this, the company finally released a high-tech product with cutting-edge stem cell technology and nanotechnology that can change one's skincare routine. Plant-based stem cells enhance regeneration properties in order to enable damage repair and restore youthful glow. Nanotechnology involves the targeting of active nutrients deep into the skin with the delivery of maximum hydration and nourishment.
  
• Oily skin products are formulated to contain oil-controlling ingredients, such as salicylic acid, tea tree oil, and charcoal. These ingredients will clean pores, regulate the overproduction of oils, and decrease the appearance of acne. Cleansers in a foaming and gel format are often used, as they strip the skin of its oils and impurities without making it feel greasy. Oily skin prefers exfoliating cleansers, which will clear dead skin cells and help prevent pores from clogging.  
  

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According to the product type, the facial cleanser market is segmented into gel cleanser, cream & lotion cleanser, foaming cleanser, bar cleanser and others. Gel cleansers made up 39% of the market in 2024, due to popularity among consumers who prefer lightweight formulas that cleanse the skin without leaving a heavy residue.

• Gel cleansers are light textured and refreshing, with a significant ability to extract impurities from the skin as well as extra oil without dryness. Owing to this, they are found more often to be used among consumers with oily or combination skins.
  
• Gel cleansers are formulated with salicylic acid, benzoyl peroxide, and tea tree oil, among many other ingredients. They have been popular with consumers suffering from acne or oily skin.
  
• Cetaphil launched new Hydrating Foaming Cream Cleanser, the cream-to-foam face and body cleanser. With the inclusion of aloe vera, it acts as a nourishing and hydrating cleanser suitable for all skin types, with a formula that has clinically been proven to offer up to 8 hours of skin barrier maintenance. Also, clinically proved to remove 97% pollution particles.
  
• Bar cleansers are gaining popularity, due to their being eco-friendly in nature. Bar cleansers require less packaging, making them a preferred choice for consumers who prioritize sustainability. Many brands are shifting away from plastic packaging and providing facial bar cleansers in recyclable or biodegradable packaging. Natural and organic bar cleansers with activated charcoal, clay, or essential oils in the formulations are on the increase. The bars are often marketed as a cleaner and more natural alternative to other traditional liquid cleansers.  
  

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With about 79% of the North American market share and estimated USD 3.3 billion in revenue, the United States led the facial cleanser market in 2024. The expansion of the U.S. industry is primarily driven by rising cases of acne, innovative formulations, social media influence, demand for natural products, and self-care trends.

• In the United States, acne is still one of the most prevalent skin conditions, especially among teenagers and young adults. Thus, it will increase demand for face cleansers that address the issues of oily skin and acne, like those made with tea tree oil, benzoyl peroxide, and salicylic acid.
  
• Acne vulgaris is one of the most common disorders that affects approximately 9.4% of the global population. The highest prevalence of acne has been noted, as per the Journal of the European Academy of Dermatology and Venereology, in Americas at 23.9%, followed by East Asia at 20.2%, Africa with 18.5%, and the Middle East at 16.1%; the lowest are Europe at 9.7% and Australia at 10.8%.
  
• The average American is estimated by Simmons National Consumer Survey and the US Census to spend $322.88 on average in skin care annually, which equates to roughly $15,000 over a person’s lifetime. The survey suggests a person will spend 46.5 years of their life committed to skincare routine.
  
• As a result, as people learn more about their unique skin characteristics and issues, there is a growing need for customized solutions to combat acne, which is increasing the market for targeted facial cleanser products.
  

Europe: Increasing consumer awareness of skincare and demand for natural and organic skincare products have contributed to the European facial cleanser market's robust growth. As per the European Commission latest report on cosmetics industry, per capita cosmetics spending by country reveal that the average among the EU27 countries is $133 per year. Denmark and Sweden have the highest consumption of cosmetic products at $178, followed by Spain at $175 and France at $172.   

Asia Pacific: Rising skin concern, consumer spending on skincare and personal hygiene along with the demand for organic and natural skincare products are a few factors boosting this Asia Pacific market growth. On an average woman in China spend about $137 on quality skincare.

Facial Cleanser Market Share

• The top five companies in Procter & Gamble, Johnson & Johnson, L'Oréal, Shiseido Company, Unilever and they collectively hold a share of 15%-20% in the market.
  
•  These companies continue to acquire and merge with others, expand facilities, and make various collaborations to increase their product offerings, access customer bases, and secure their market positions.
  
• L'Oréal India launched its dermatological beauty division in the country with the introduction of its skincare brand, CeraVe. The French skincare company had introduced this division in India with La Roche Posay and Vichy but later withdrew those brands from the market. Division is the third largest and has been the fastest growing within the L'Oréal Group over the year.
  
• Amor pacific launched a new skincare brand MIMO by MAMONDE. The new skincare brand is a minimal, clean beauty that brings essential skincare solutions catering to the needs of Generation Z and Alpha. The line, 'Rosy Hyalon Line', has been designed to provide sheer, instant hydration directly to the skin through its combining aspects of the heritage floral ingredients of Mamonde and practical skincare components.  
  

Facial Cleanser Market Companies

Major players operating in the facial cleanser industry are:

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

To improve the services and market share key players are constantly investing in technological activities and are also entering into partnerships to provide improved and better solutions for the customers. These investments are benefiting both companies and customers as they help develop and offer solutions as per the changing technological trends and thus the customer requirements.

Elf Beauty and American Eagle Outfitters are joining forces to create a makeup and skincare line as part of a move to reach more Gen Z consumers.

Lubrizol and Proya Cosmetics have expanded their strategic partnership with a memorandum of understanding. Under the agreement, both companies will pool their strengths to accelerate innovation in market-oriented beauty products and drive sustainable growth for both companies and the beauty industry.   

Facial Cleanser Industry News

• In May 2024, Mary Kay further established its commitment to women's empowerment in Scandinavia by announcing its expansion into Denmark. One of the most egalitarian societies in the world, Denmark is a founding member of the European Union and ranks third in the EU on the Gender Equality Index, a measure that emphasizes gender equality.
  
• In October 2024, Kenvue declared that its Neutrogena brand is advancing dermatological beauty through multi-year collaborations with the world's most followed dermatologist, Dr. Muneeb Shah, and renowned skincare pioneer, Dr. Dhaval Bhanusali. This partnership reaffirms Neutrogena's dedication to combining science and beauty to provide exceptional product experiences and cutting-edge clinical efficacy.
  
• In May 2024, Olay is launching its Cleansing Melts: a concentrated, water-activated facial cleanser that becomes a lather in response to the infusion of water and when rubbing hands together.
  
• In September 2023, Shiseido will enter the wellness category with a new brand, Shiseido Beauty Wellness (SBW). February 2024 will mark the launch of SBW products offering help for consumers to "pursue their own unique beauty and wellness".  
  

This facial cleanser market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) and volume (Million Units) from 2021 to 2034, 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 Product Type

• 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
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico
• MEA
  • UAE
  • Saudi Arabia
  • South Africa