Facial Cleansing Balm Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Normal Skin, Sensitive Skin, Oily Skin, Dry Skin, Combination Skin), By End Use (Women, Men), By Distribution Channel (Supermarkets/Hypermarkets, Pharmacy Stores, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1.68 Billion
CAGR (2026-2031)	7.76%
Fastest Growing Segment	Online
Largest Market	Asia Pacific
Market Size (2031)	USD 2.63 Billion

Market Overview

The Global Facial Cleansing Balm Market will grow from USD 1.68 Billion in 2025 to USD 2.63 Billion by 2031 at a 7.76% CAGR. Facial cleansing balms are anhydrous and oil based cleansers that melt from a solid texture into an oil upon application to dissolve makeup and impurities without stripping the moisture barrier of the skin. The market is supported by the adoption of the double cleansing method and the rising demand for waterless beauty formulations which offer enhanced stability and sustainability benefits. These drivers represent a structural shift in consumer behavior rather than temporary trends as they address the core requirement for effective yet gentle purification suitable for sensitive skin types.

However, the market faces a significant challenge regarding high formulation costs which necessitate a premium retail positioning that restricts mass market penetration. According to the Cosmetic, Toiletry and Perfumery Association, in 2024, skincare sales in the Great Britain market increased by 12.2 percent. While this statistic highlights a robust economic environment for the sector, the price disparity between concentrated balms and traditional surfactants remains a substantial hurdle for price sensitive consumers.

Key Market Drivers

Widespread adoption of the double cleansing method, influenced by K-Beauty rituals, drives the Global Facial Cleansing Balm Market. This regimen, using an oil-based cleanser to dissolve lipophilic impurities followed by a water-based wash, has elevated cleansing balms from niche products to essential skincare components. As consumers prioritize thorough purification without compromising the skin barrier, demand for these anhydrous formulations has surged. This trend is evidenced by trade data from leading hubs; according to the Straits Times, January 2025, in the 'K-beauty exports surpass $10b milestone' article, exports of cleansing products from South Korea recorded a 30.7 percent year-on-year rise in 2024.

Simultaneously, the market is driven by growing disposable incomes and premiumization in emerging markets. As purchasing power rises, consumers are trading up from basic hygiene to multi-step regimens including premium formats like cleansing balms. This geographic diversification creates new revenue streams beyond traditional strongholds. According to the Ministry of Food and Drug Safety, May 2025, in the 'Cosmetics exports in 2024' report, shipments of cosmetics to emerging markets such as the United Arab Emirates and Indonesia rose by 91 percent and 69 percent, respectively. While new territories expand, established markets continue to favor high-value options; according to Premium Beauty News, February 2025, sales in the U.S. prestige beauty segment grew by 7 percent in 2024, underscoring the shift towards high-quality personal care.

Download Free Sample Report

Key Market Challenges

The Global Facial Cleansing Balm Market faces a critical impediment in the form of high formulation costs, which necessitate a premium retail positioning and severely restrict mass market penetration. Unlike traditional cleansers that are primarily water-based, cleansing balms are anhydrous, compelling manufacturers to utilize high concentrations of expensive natural oils, butters, and waxes. These premium ingredients, combined with the complex manufacturing processes required to stabilize the solid-to-oil texture, significantly inflate production expenses. Consequently, brands are forced to pass these costs onto the consumer, categorizing the product as a luxury item rather than a daily commodity.

This pricing structure creates a substantial barrier to entry for the volume-driven mass market, where consumers typically prioritize value. According to Cosmetics Europe, in 2024, skin care products constituted the largest category in the European sector, generating retail sales of €30.1 billion. Despite this immense market scale, the growth of the cleansing balm segment is throttled because its high price point prevents it from effectively competing with affordable, surfactant-based alternatives that dominate the routines of average consumers. This economic disparity confines the product to prestige channels and prevents it from capturing a significant share of the broader global demand for facial purification.

Key Market Trends

The integration of active skincare ingredients is fundamentally reshaping the Global Facial Cleansing Balm Market, transforming these products from simple makeup removers into performance-driven treatments. Formulators are increasingly infusing anhydrous bases with potent actives such as niacinamide, vitamin C, and ceramides, effectively blurring the distinction between purification and serum-level care. This "skinification" allows consumers to address specific concerns like hyperpigmentation and barrier support during the initial cleansing step, driving value beyond basic hygiene. This structural shift toward efficacy is substantiated by major industry performance; according to L'Oréal Finance, February 2025, in the '2024 Annual Results' report, the Dermatological Beauty Division achieved a like-for-like sales growth of 9.8 percent, confirming the surging consumer appetite for clinically proven, ingredient-led skincare solutions.

Simultaneously, the adoption of refillable and zero-waste packaging is altering product formats to mitigate the environmental impact of the heavy plastic jars traditionally used for solid cleansers. Brands are introducing premium refill pods and biodegradable casings, enabling customers to retain luxury outer vessels while reducing plastic waste associated with repeat purchases. This circular design strategy not only appeals to eco-conscious buyers but also aligns with stringent global regulations regarding packaging circularity. The scale of this transition is evident in corporate sustainability milestones; according to The Moodie Davitt Report, October 2024, in the 'Estée Lauder Companies releases latest social impact and sustainability report' article, 71 percent of the company's packaging in fiscal year 2024 was recyclable, refillable, reusable, recycled, or recoverable, illustrating the rapid implementation of these sustainable principles across the beauty sector.

Segmental Insights

The online distribution channel is the fastest-growing segment in the global facial cleansing balm market, largely due to the increasing adoption of e-commerce platforms and mobile shopping applications. Consumers prefer digital channels for the convenience of home delivery and the ability to compare diverse product ingredients from international brands that may lack physical retail presence. Furthermore, companies are prioritizing direct-to-consumer models to extend their market reach beyond physical store limitations. This strategic focus on digital accessibility allows manufacturers to engage a broader audience effectively, ensuring that online retail continues to outpace offline counterparts in overall market expansion.

Regional Insights

Asia Pacific holds the leading position in the Global Facial Cleansing Balm Market, driven by the region’s extensive adoption of multi-step skincare routines. This dominance is largely attributable to the "double cleansing" method, a practice central to South Korean and Japanese beauty standards that establishes oil-based balms as a fundamental regimen step. Consequently, consumers in these markets exhibit high demand for formulas that effectively dissolve makeup while preserving skin moisture. Market expansion is further supported by rising disposable incomes in developing economies and the continuous development of functional, ingredient-focused products by regional manufacturers.

Recent Developments

• In November 2025, Remedy Science introduced its inaugural facial cleanser, the Derm Dissolve Cleansing Balm, designed to modernize the category with a barrier-first approach. The company, founded by a prominent dermatologist, formulated the product with a proprietary Triple Emulsifier Technology that transitions the texture from a balm to a milk and finally to a micro-emulsion for a residue-free rinse. The cleanser includes skin-identical ceramides and linoleic acid to support the moisture barrier, along with an antioxidant blend of centella asiatica, turmeric, and green tea. This launch emphasized treating the cleansing step as an integral part of skin repair rather than solely for makeup removal.
• In November 2025, Banila Co collaborated with the Peanuts franchise to release a limited-edition version of its best-selling Clean It Zero Original Cleansing Balm. This partnership celebrated the 75th anniversary of the Peanuts brand, featuring collectible packaging with characters such as Snoopy and Charlie Brown. The product maintained the company's signature sherbet-like texture that transforms into an oil, utilizing Micro Capture Technology to deeply cleanse pores without disrupting the skin's natural balance. The formulation also highlighted the inclusion of acerola extract and vitamin C to promote a bright and radiant complexion while effectively removing stubborn makeup and impurities.
• In November 2024, Skin Rocks extended its skincare portfolio by launching The Cleansing Balm, a product described as the brand's most indulgent cleansing experience to date. The new offering was developed to remove heavy makeup, sunscreen, and daily pollutants while delivering supreme barrier support through a lipid-rich formula. It features a Lipid-Advanced Complex containing botanically sourced phytosterols, squalane, jojoba oil, and macadamia oil to improve skin elasticity and hydration. The balm was released in both fragranced and fragrance-free versions, designed to melt effortlessly into an oil for a thorough, sensorial cleanse that leaves the skin conditioned and soft.
• In July 2024, Garnier unveiled the Erase It All Makeup Cleansing Balm, marking a significant expansion of its mass-market cleanser lineup. The new collection introduced two distinct formulations: one enriched with Vitamin C to brighten dull skin and another infused with Hyaluronic Acid to plump and hydrate. The company designed these balms to dissolve long-wear makeup and SPF without stripping the skin, promising up to 24 hours of hydration and a non-greasy finish. This launch catered to the growing consumer demand for effective, affordable double-cleansing products that also provide specific skincare benefits such as barrier support and radiance enhancement.

Key Market Players

• L'Oréal SA
• Amorepacific US, Inc.
• Unilever PLC
• The Estée Lauder Companies
• Procter & Gamble Ireland
• L’Occitane Group
• Space Brands Limited
• Omorovicza Cosmetics Ltd.
• EQUIP Co., Ltd.
• PIXI - SJOVIK Ltd.

By Product Type	By End Use	By Distribution Channel	By Region
Normal Skin Sensitive Skin Oily Skin Dry Skin Combination Skin	Women Men	Supermarkets/Hypermarkets Pharmacy Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Facial Cleansing Balm Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Facial Cleansing Balm Market, By Product Type:

• Normal Skin
• Sensitive Skin
• Oily Skin
• Dry Skin
• Combination Skin

• Facial Cleansing Balm Market, By End Use:

• Women
• Men

• Facial Cleansing Balm Market, By Distribution Channel:

• Supermarkets/Hypermarkets
• Pharmacy Stores
• Online
• Others

• Facial Cleansing Balm Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE