Global Facial Cleanser Market

Rank

Company

Overview

Product Portfolio

Sales Geographical Coverage

Developments

1.

Unilever

Unilever is a key player in the global facial cleanser market, offering various products under various brands such as Dove, Simple, and Pond's. The company has a strong presence in both developed and emerging markets, leveraging its extensive distribution network and brand recognition to reach a diverse consumer base. Unilever's facial cleanser products cater to different skin types and concerns, including sensitive skin, acne-prone skin, and aging skin, offering consumers various options. Unilever's commitment to sustainability and ethical sourcing also resonates with consumers, particularly millennials and Gen Z, who increasingly prioritize brands that align with their values. The company's efforts to reduce plastic waste and promote recycling through initiatives like the "Plastic-Free" and "Zero Waste" campaigns have helped strengthen its brand image and attract environmentally conscious consumers.

• Cleanser

North America, Middle East and Africa, Europe, South America, Asia-Pacific

In June 2021, REN Clean Skincare (acquired by UNILEVER in 2015) and Tubex collaborated to produce an eco-conscious sample pack crafted from 100% recycled aluminum. This sustainable material not only preserves product freshness but is endlessly recyclable, eliminating the need for landfill disposal. REN Clean Skincare and Tubex are committed to revolutionizing the beauty industry by introducing a sample pack that allows consumers to experience a product from a fully recyclable tube. This innovative sample pack is a pioneering initiative in the luxury beauty sector, with every component, including the nozzle, is made from recycled aluminium, thus avoiding tamper seals or miniature plastic caps.

2.

Procter & Gamble

Procter & Gamble (P&G) is a major player in the global facial cleanser market, offering a diverse range of products under brands such as Olay, SK-II, and Neutrogena. P&G's facial cleansers cater to various skin types and concerns, including sensitive skin, acne-prone skin, and aging skin, providing consumers with various options to meet their specific needs. P&G's strong brand portfolio and extensive distribution network enable it to reach a broad consumer base across various regions. The company's marketing strategies, including advertising campaigns featuring celebrities and influencers, help promote its facial cleanser products and build brand loyalty among consumers.

• Olay Vitamin C Kit for 2X Glow – Cream + Cleanser
• Olay Vitamin C Kit for 2X Glow | Vitamin C Cream with Free Cleanser l 78% Dark Spot Reduction in 4 weeks | 99% Pure Niacinamide l Normal, Oily, Dry
• Olay Hydration Boost Kit for a Dewy Glow – Serum + Cleanse
• Olay Anti Ageing Facial Cleanser, 100g
• Olay Total Effects Cleanser 100 g

North America, Middle East and Africa, Europe, South America, Asia-Pacific

In June 2021, P&G launched its new skincare brand, GoodSkin MD, focusing on sensitive skin, initially available on its DTC e-commerce site before expanding to CVS.com. The brand is set to be introduced in all CVS physical stores in July. Designed for millennials and inclusive of all genders, GoodSkin MD debuts with a lineup of six products, including sunscreen, vitamin C and vitamin B serums, a night cream, a rescue cream, and a cleanser, with plans for additional products in the future. The brand's development began a year and a half ago, driven by the finding that 65% of consumers report having sensitive skin, according to Eric Rose, P&G Skin Care's senior brand director.

3.

L'Oréal Paris

L'Oréal Paris is a prominent player in the global facial cleanser market, renowned for its innovative products and extensive range catering to various skin types and concerns. The brand's facial cleansers are part of its wider skincare portfolio, including moisturizers, serums, and masks. L'Oréal Paris leverages its strong brand presence, global reach, and research capabilities to stay at the forefront of skincare trends and consumer preferences. L'Oréal Paris also focuses on sustainability and ethical sourcing, aligning with the values of environmentally conscious consumers. The brand's commitment to sustainability is evident through initiatives like "Sharing Beauty With All," which aims to reduce its environmental footprint and promote social inclusivity.

• 3.5% Glycolic acid cleanser
• Revitalift Derm Intensives 5 Percent Glycolic Acid Peeling Toner, 6.0 fl oz
• Radiant Smoothing Wet Cleansing Towelettes
• Radiant Smoothing Cream Cleanser
• Nourishing Cream Cleanser

North America, Middle East and Africa, Europe, South America, Asia-Pacific

In December 2021, L'Oréal Paris successfully acquired Youth to the People, a California-based skincare company. The brand, founded in 2015 by cousins Greg Gonzalez and Joe Cloyes, is renowned for its premium vegan skincare products featuring superfood extracts. The acquisition aligns with L'Oréal's commitment to high-quality, health-conscious formulas and the brand's mission for a just and sustainable future.

4.

Estée Lauder Inc

Estée Lauder is a prominent player in the global facial cleanser market, renowned for its luxury skincare products and commitment to innovation. The brand offers a wide range of facial cleansers under various lines, including Estée Lauder, Clinique, and Origins, catering to different skin types and concerns. Estée Lauder's facial cleansers are known for their high-quality formulations, often incorporating premium ingredients and advanced technologies to deliver effective skincare benefits. Estée Lauder's strong brand reputation and global presence enable it to reach a wide audience of consumers who value luxury skincare products. The brand's marketing strategies, including partnerships with celebrities and influencers, help promote its facial cleanser products and maintain its position as a leader in the skincare market.

• Perfectly Clean
• Take It Away
• Nutritious Super-Pomegranate Radiant Energy 2-in-1 Cleansing Foam
• Re-Nutriv Hydrating Foam Cleanser Fall
• Triple-Action Cleanser/Toner/Makeup Remover

North America, Middle East and Africa, Europe, South America, Asia-Pacific

In November 2019, Estée Lauder Inc. completed the acquisition of Korea-based Have & Be Co. Ltd., the firm behind Dr. Jart+. The deal, finalized in December 2019, followed Estée Lauder's investment in Have & Be in 2015. Dr. Jart+, known for its innovative skin care products, contributed to Estée Lauder's global expansion, particularly in Asia-Pacific, North America, the U.K., and travel retail. The acquisition was valued at approximately USD 1.70 billion, marking Estée Lauder's first step into an Asian-based beauty brand.

5.

Shiseido Co.,Ltd.

Shiseido Company, Limited, a Japanese multinational beauty company, is a significant player in the global facial cleanser market. Shiseido offers facial cleansers under various brands, including Shiseido, NARS, and BareMinerals, catering to diverse skin types and concerns. The company is known for its innovative skincare technologies and premium formulations, often incorporating natural ingredients and advanced scientific research to deliver effective and luxurious products. The company's efforts to reduce its environmental impact and promote ethical sourcing enhance its brand image and appeal to consumers seeking eco-friendly skincare options.

• Perfect Cleansing Oil
• Brightening Gel Cream
• Power Brightening Mask
• Clarifying Cleansing Foam (for all skin types)
• Extra Rich Cleansing Foam

North America, Middle East and Africa, Europe, South America, Asia

In November 2023, Shiseido Co., Ltd took first place in the "Corporate Ranking" in one of Japan's biggest women's awards, 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 to showcase its efforts at the global level.