Face cleansers have been a staple in beauty routines for decades, primarily used to remove dirt and prepare the skin for other products. But today, they’ve transformed into multi-tasking skincare products that cleanse and treat the skin.
Even better, the demand for these “hybrid” cleansers is growing, driven by concerns about pollution and the impact of “collagen-thieving” factors on skin health. In response, brands are developing cleansers tailored to different skin types enriched with powerful active ingredients.
This article highlights five innovative brands redefining the facial cleansing market and the strategies behind their success.
Table of Contents
Facial cleansing innovators: 5 brands leading the market
1. Skin Rocks: Barrier-supporting cleansers
2. Dr. Few: Tweakment-compatible cleansing
3. Grüum: Affordable and sustainable cleansing
4. Sidekick: Cleanser wardrobes
5. In;usth: Sensorially pleasing cleansers
3 proof points driving the facial cleansing trend
1. Global Google searches for cleansers are rising
2. Damage control
3. Sensitive-skin boom
Final words
Facial cleansing innovators: 5 brands leading the market
1. Skin Rocks: Barrier-supporting cleansers
Skin Rocks was created by Caroline Hirons, a well-known British skincare expert, and it’s all about keeping things simple but effective. They don’t overwhelm consumers with options—just a few solid gel and cream cleansers that work for all skin types and tones. Everything is straightforward, from the ingredients to the instructions. No fluff, no over-the-top claims, just results.
One thing that stands out is their app. It grants access to top skincare pros—facialists, chemists, and even biochemists—all in one place. Their website is also super helpful, allowing users to filter reviews by skin type, age, or even skincare goals, so they’re not wasting time guessing what might work for them.
Inclusivity is also a big deal for them. Skin Rocks tests its products on a wide range of people—different skin tones, different ages—and it’s upfront about it. It’s refreshing to see a brand that stands by its talk about being inclusive.
2. Dr. Few: Tweakment-compatible cleansing
Dr. Julius Few, a holistic plastic surgeon, created his skincare line to complement cosmetic treatments. The idea is simple: his products help boost the results of those treatments while also speeding recovery. They’re perfect for people who want natural-looking improvements without much downtime.
One of the brand’s standout products is the Exfoliating Cleanser, which is great for post-inflammatory hyperpigmentation. Many people with darker skin tones struggle with this, so it is nice to see a brand address it.
What’s also cool is the Stackable Treatments system. It’s designed to simplify users’ routines while giving them great results. This brand deserves its spot as a top innovator, especially if consumers are into easy-to-use but effective skincare.
3. Grüum: Affordable and sustainable cleansing
Grüum is a UK-based brand doing something cool in the solid facial cleansing market. They make solid facial cleansing bars (seven of them) that are good for the skin and great for the planet.
Here’s the good part: these bars don’t come in plastic, which is already a win for the environment. On top of that, Grüum is plastic-neutral. That means they support recycling projects that reduce plastic waste while also creating jobs for people in underprivileged communities. It’s a nice touch that makes them deserving of a top spot in this market.
The best part? Consumers don’t have to spend a fortune to get eco-friendly and effective products. Grüum makes sustainable skincare accessible, unlike some luxuries the average person can’t afford.
4. Sidekick: Cleanser wardrobes
Sidekick, from the Japanese brand Shiseido, is made specifically for young men under 25. It’s not trying to be everything to everyone, and that’s kind of refreshing. Instead, it focuses on issues guys in that age group actually have—things like weaker skin barriers, low antioxidant levels, and skin that can’t handle seasonal changes.
They’ve got five cleansers to choose from, so there’s something for everyone. And they’re all about “prejuvenation”—basically preventing aging before it even starts. The brand packs the cleansers with active ingredients like glutamic acid, which work even in products users rinse off quickly.
But here’s the fun part: the cleansers smell amazing, like walking through a forest. Plus, the packaging is super creative—aluminum tubes that change shape as you use them. Small details like that make the brand feel more personal and less like another product on the shelf.
5. In;usth: Sensorially pleasing cleansers
In;usth is making waves with a mix of fun and sustainability. Their jelly ball cleansers are the most unique thing about them. Their bouncy texture makes washing the face surprisingly enjoyable—it’s like a little game for any skincare routine.
But it’s not all fun and games. The brand is big on sustainability, too. For instance, they use upcycled ingredients like “ugly” carrots—produce that usually gets thrown out—in their Acne Jelly Bar. It’s a smart way to reduce waste while still making effective products.
Even though the brand has a playful vibe, it takes testing seriously. Its products are designed for sensitive skin, which is great, especially for the growing market in APAC countries.
3 proof points driving the facial cleansing trend
1. Global Google searches for cleansers are rising
Here’s something interesting: more people are Googling cleansers than ever before. According to Statista, the Elemis Cleansing Balm from the UK was the most searched-for skincare product in 2023, with a massive 356,700 global searches.
Meanwhile, in the US, CeraVe’s Hydrating Cleanser came in 9th place, racking up over 128,000 searches. People are paying serious attention to what they’re putting on their skin!
2. Damage control
Here’s the fact: people aren’t looking for only clean cleansers—they want ones that protect and fix their skin, too. New products are being designed to fight off “collagen thieves” like pollution before they can do damage.
It’s all part of the “prejuvenation” trend, which focuses on keeping skin healthy before problems start. The next wave of cleansers will remove dirt and stop damage.
3. Sensitive-skin boom
If it seems like more people than ever are talking about sensitive skin, it’s because they are. According to reports from Aveeno, 71% of adults worldwide now deal with sensitive skin—up 55% over the past two decades.
That’s a huge jump! Naturally, this means a growing demand for gentle and effective products. Things like short-contact therapy cleansers, designed to treat sensitive skin without overdoing it, are becoming the go-to for many.
Final words
Facial cleansers are evolving, and these brands are leading the way with innovative strategies tailored to anyone looking for the best of both worlds: cleansing and treatment. For instance, Skin Rocks focuses on easy-to-use cleansing products tested on every skin type, while Gruum upgrades the solid cleanser market with easily accessible hybrid formats.
Sidekick also caters to the specific needs of Gen Z men, Dr. Few focuses on holistic results, and In;usth offers cleansers with jelly textures for a more tactile beauty ritual. By tackling specific skincare challenges, these brands have carved out a solid place in the market, making them great inspirations for retailers hoping to enter the facial cleanser market.
