Beyond Clean: The skin cleansing trends influencing innovation

The skin cleansing market

The global market for facial cleansers (including makeup removers) was valued at $14.1bn in 2024 and is expected to grow at a CAGR of 5.9% between 2025 and 2034, reaching $24.8bn.1 

What are the key market drivers and trends in cleansing?

In this trend blog, we explore the five trend drivers shaping cleansing innovation. They are:

• Mild and gentle everyday cleansing - Evolving cleansing from a fundamental step to one that helps to maintain skin comfort, balance and health. 
• Conscious cleansing - Formulations that effectively balance efficacy, transparency and sustainability, with a focus on water quality and usage. 
• Performance driven cleansing - Evidence-backed cleansing solutions that deliver targeted, measurable skin benefits. 
• Elevated experiences and luxury - Transforming the everyday routine into a moment of indulgence through sensorial elements. 
• Cleansing for self-care - Using cleansing as part of the self-care routine to support relaxation and wellbeing. 

We will also share the ways brands and the products they offer can meet the trends, and provide ingredient inspiration from our portfolio. 

MILD AND GENTLE EVERYDAY CLEANSING

Everyday cleansing has often focused on the idea of simply getting the skin clean. However, as consumer knowledge of the impact that cleansing can have on the skin barrier continues to grow, this core step is also expected to contribute to maintaining skin comfort, balance and health.  

This is driving preferences for gentle, hydrating offerings that remove impurities including dirt, oils, makeup and SPF, whilst addressing both hydration and sensitivity concerns. In fact, 69% of consumers (Germany) say it’s important to use gentle beauty products in their beauty routines.2 

Brand opportunities in everyday cleansing 

• Low-pH formulations align with the skin's natural acidity, preserving the acid mantle to prevent moisture loss and play a crucial role in maintaining skin health 
• Educate consumers on the science behind microbiome claims and their positive impact 
• Use sensory cues to evoke a perception of gentleness, such as a delicate, lightweight foam, serum texture or transparent formulation 
• Address specific skin concerns such as skin dryness to build on current cleansing routines 
• Explore biosurfactants, known for their ability to minimise skin irritation while maintaining efficacy
• Seek professional approval and certification from accredited organisations to build trust and credibility 
• Take inspiration from K Beauty and emphasise fermentation-derived and probiotic ingredient complexes

CONSCIOUS CLEANSING

Conscious beauty is evolving beyond ingredient exclusion lists and a preference for natural ingredients. Consumers are looking more closely at what is in their cleanser, why it has been added and how it has been sourced. 

For beauty companies, this means that many elements are considered as part of the value proposition and each can influence perceptions of a product as conscious, considered and responsible. These include:  

• Product transparency 
• Ingredient selection 
• Traceability 
• Sustainability 
• Biodegradability 
• Responsible sourcing 
• Packaging choices 
• Product formats 
• Proven efficacy 

Growing demand for ingredient transparency and clear substantiation of sustainability credentials, alongside regulatory pressures such as the proposed Green Claims Directive, is making ingredient selection increasingly critical. The market is moving towards ingredients known to be gentle on the skin and offer potential skin benefits, such as aloe vera, charcoal, oats and turmeric. Plant milks are also gaining popularity in cleansing, combining natural ingredients with the soothing connotations of milk. 

Brand opportunities 

• Offer solutions that are effective in reduced water temperatures which may be used for economic savings, sustainability benefits or consumers understanding the skin benefits of using cooler water and seeking relief from extreme temperatures. 54% of consumers surveyed say the rising cost of living has meant they have reduced the water temperature of their showers/baths (Europe- Germany).3 
• Concentrated body washes and bars can reduce water in the product whilst powder-based, waterless cleansers can reduce water during consumer application/usage. 
• Add convenience to sustainability by developing convenient, travel-ready formats while minimising packaging waste. 
• Explore biotechnology which provides an opportunity to develop targeted high-performance ingredients in a potentially more resource efficient manner. 

PERFORMANCE DRIVEN CLEANSING

Consumer expectations of the cleansing category are rising as the broader shift towards science-backed beauty extends into the first step of skincare routines too. The cleansing category is being viewed through a skin health lens and products are expected to do more than just remove impurities.  

This is creating a space for targeted claims, additional skin care benefits, sophisticated cleansing technologies and high-performing ingredients. Some of the additional benefits seen in cleansers include: 

• Hydration 
• Brightening 
• Strengthen the skin barrier 
• Suitable for sensitive skin 
• Preventing ageing 
• Address skin concerns (acne, pigmentation)

Consumers also want to understand how and why a product performs with 91% of female consumers in Germany saying they research ingredients before purchasing skincare products.4 Whether through clinically tested claims, dermatological expertise, ingredient science or visible results, they need reassurance that even the short contact with the product can deliver meaningful benefit. Research by Mintel found that 70% of French consumers agree beauty brands should provide more scientific evidence to validate the claims they make.5 

From skin barrier-supporting lipids and ceramides to prebiotic and microbiome-friendly approaches, cleansing is becoming a space for more sophisticated formulations.  

Brand opportunities

• Body wash: the first step to hydrated skin To meet the need for moisturisation and preventing post-wash dryness, enhance formulations with moisture locking ingredients like ceramides or hyaluronic acid. 
• Facial cleansing: as a primer for skin care By positioning cleansers as the foundation for optimal skin absorption of subsequent ingredients, brands can highlight their importance within the routine and emphasise skin preparation. Especially as 52% hope to achieve skin hydration in their daily skincare routines (US).6  
• Build trust through the power of science As ‘skinification’ of cleansing continues consumers will seek clinical credibility and expert-backed solutions to meet their individual skin needs. 

PREMIUMISATION

Brands can also use the cleansing category as a key entry point into prestige beauty, meeting the desire for small, affordable luxuries that make every day routines feel special.  

Cleansers that pair luxurious textures and sensory experiences with visible skincare benefits appeal. By combining efficacy, wellbeing and storytelling, brands can command premium price points while transforming cleansing into a ritual that consumers actively look forward to. 

Brand opportunities to premiumise/elevate cleansing 

• Formats such as gels, balms, oils and transformative textures can enhance sensory appeal while fragrance, foam and after-feel also play a role in making it feel luxurious

Figure 1. Europe: select formats and textures in new facial cleanser products, 2024-25.7 

• Reinforce the feeling of indulgence through spa-inspired rituals, in-store experiences, luxury brand heritage and innovative packaging
• Incorporate ingredients and claims traditionally associated with leave-on skincare into cleansing formulations to meet the need for products that go beyond cleansing

CLEANSING FOR SELF CARE

The popularity of enhanced self-care routines continues to rise as consumers increasingly pursue innovations that improve their total wellbeing, including mood and sleep. In the US, 64% of consumers are interested in trying mood-boosting products.8 In Italy, 42% of consumers (aged 25-34) are interested in innovation to enhance sleep.8  

Beauty consumers are drawn to offerings that provide multisensory experiences through features such as whipped textures, transforming formats, indulgent fragrances or appealing visuals. As a result, brands are elevating cleansing beyond function and positioning it as a meaningful wellbeing moment.  

The everything shower 

The emerging 'everything shower' trend further underscores the importance of self-care within the category. The term gathered over 6.3billion views on TikTok, which was a +296.1% Y-O-Y growth.9 It involves an elaborate, often weekly shower routine that includes additional steps, such as hair masks and exfoliating scrubs, for a comprehensive self-care experience.  

Brands can position their products or extend ranges to introduce new elements to soap, bath and shower routines. 

Brand opportunities 

• Invest in the science behind neurocosmetics and help consumers to unlock and understand this innovative field
• Use technology to elevate the experience and design the future of bathing. For example, Lush’s Bathbot 360 uses immersive colour and 180-degree sound for a super-powered sensory bathing experience
• Create salon at home wellness experiences to bring luxury to everyday self-care routines 
• From traditional bathing rituals to facial massage and botanical cleansing practices, promoting routines inspired by tradition and heritage can bring a deeper sense of ritual, connection and wellbeing to the everyday cleanse.

Key takeaways

1. Strengthen the skin barrier with low-pH and microbiome-focused products.
2. Advance sustainability by reducing water usage and exploring biotechnology derived solutions.
3. Use credible science and actives to deliver expert-backed skin solutions, including post wash benefits.
4. Be creative with formats, textures and fragrance for a more premium experience.
5. Elevate self-care routines through spa like experiences and neurocosmetics.

References

1. ‘Facial Cleansing & Wash Trends – Japan – 2025’, Mintel, 2025
2. ‘The Future of Skincare – Facial Cleansing: 2025’, Mintel, 2025
3. ‘Soap, Bath & Shower – Germany – 2023’, Mintel, 2023
4. Ingredient Trends in BPC Germany 2024, Mintel, 2024
5. ‘Leverage social media in BPC in the age of ingredient scrutiny’, Mintel, 2024. Data taken from Kantar Profiles/Mintel research in September 2024
6. ‘The Future of Skincare – Facial Cleansing: 2025’, Mintel, 2025
7. ‘Europe: select formats and textures in new facial cleanser products, 2024-25’, Mintel GNPD, 2026
8. ‘The future of soap bath and shower 2024’, Mintel, 2024
9. SPATE