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Trends to Watch in 2023: K-beauty’s Cleanser & Toner Revival


As consumers’ preferences shift to gentle and effective products, businesses have the opportunity to boost revenue by providing them. 

Skincare consumers are now opting for eco-friendly and sustainable products. In response to the surge, several brands and about 65.4% of cosmetics companies in Korea are producing eco-conscious products. 

This article will discuss cleanser and toner trends to boost sales and help businesses gain a competitive edge in the market.

Table of Contents
Market growth for cleansers and toners
Five K-beauty cleanser and toner trends for 2023
Moving forward

Market growth for cleansers and toners

K-beauty products are gaining global popularity fast, with the market projected to reach $13.9 billion in 2027 at a CAGR of 9%. Social media is one of the driving forces for this growth. 

Ads and beauty videos influence viewers to make purchases, boosting industry revenue. K-beauty also caters to men’s beauty products as much as women’s, and both genders favor a luminous look over heavy makeup. That is why cleansers and toners are in high demand. 

According to this report, the market size will reach $8.3 billion by 2028, with a CAGR of 3.8%. The rising awareness of the benefits of K-beauty products creates an opportunity for brands in the industry to boost revenue. 

Five K-beauty cleanser and toner trends for 2023

The following K-beauty trends will help your business stay ahead of the competition and boost sales. 

1.  Bring-your-own-water (BY0W) trend

BYOW products are gaining traction among earth-conscious consumers who want innovative, simpler products. As a result, the waterless cosmetics market is set to grow at a 13.3% CAGR between 2021 and 2031. 

Powder cleansers are water-effective, cutting down on water and the amount of plastic needed for product manufacturing. The mineral oil in the cleanser moisturizes the skin and improves skin barrier function. 

Person squeezing powder cleanser from a tube

Brands can leverage TSA-compliant and travel-friendly no-spill powder cleansers to offer lightweight, sustainable sachets and pods. These cleansers make on-the-go cleaning easier for consumers. 

Lightweight skincare products also cut shipping costs. By reducing water content in these products, the volume and size are inevitably reduced, minimizing shipping costs.  

2.  Multi-use cleansers

The multi-use cleanser trend taps into ‘skip-care’ because skinimalism is in vogue. Skip-care is a skinimalist K-beauty trend that streamlines one’s routine by cutting out mundane steps. It helps one save time and money while lessening the chances of skin irritation.

These all-in-one cleansers eliminate the need to double cleanse by cleansing and moisturizing all at once. Multi-use cleansers are a hit with skincare enthusiasts because they are convenient and fit into a daily self-care regimen. 

A bottle of cleanser, coconut water, and facial serum

To jump on this trend, consider offering multi-use cleansers with a blend of active ingredients that do many things. For example, cleansers containing hyaluronic acid moisturize, fight wrinkles, and maintain one’s skin complexion. Using ingredients like rosewater vitamin C serum removes excess oil, hydrates the skin, and protects it from UV rays and pollution. 

Skincare brands should also avoid confusion by being specific about the products’ claims and benefits. The guarantee of these hybrid products with combined benefits will pacify skeptical consumers.

3.  Microbiome-friendly skincare  

Skincare consumers are becoming more aware of the essence of good bacteria for health and skin beauty. Microorganisms in the skin microbiome maintain the skin’s immunity and prevent pathogenic growth.

Harsh hygiene and skin care products may disrupt this microbiome causing premature aging, acne, or skin dryness; hence, the need for balance. 

The probiotic and microbiome-friendly skincare trend is worth hopping on for reasons like these. Probiotic skincare uses actual probiotic elements to provide therapeutic benefits. One may also find probiotics in supplements or foods like yogurt, kimchi, pickles, etc. 

A bottle of probiotic facial cleanser and its box

Microbiome-friendly products, on the other hand, are gentle and will not disrupt the microflora. Microbiome-friendly cleansers have probiotic ingredients like lactobacillus acidophilus, which fights acne. 

Make the most of the microbiome-friendly skincare trend by targeting skincare enthusiasts — teens and young adults. Why? Consumers at this age are prone to using harsh chemicals or ingredients that could strip oil production and skin inflammation, which causes acne breakouts and other skin conditions. 

Skincare brands can help consumers with these skin challenges by offering tonners and cleansers that restore the skin’s microbiome and healthy bacteria.

4.  Toner masking

Toner masking involves soaking cotton pads in toners and essence. But with nutrient-infused toner masks on the market, toner application becomes easier, causing these products to trend. 

Toner pads have ingredients that exfoliate and hydrate the skin and clear its pores.

A three-layer toner pad with descriptions

Skincare brands can make toner masks appealing to Gen Z consumers with fun, DIY product instruction images as labelings. Because hygiene concerns are a priority, offering hands-free application elements will make toners easy and safe to apply. 

5.  Skin-sorial cleansing 

Skincare consumers are enamored of products that enhance their well-being and skin health. Leverage this desire by meeting consumers at the point of their needs.

A bottle of pink foam cleanser

The ingredients you offer should increase sensorial experiences in consumers to make them look and feel incredible. Promote a sense of well-being and positivity by providing products like face cleansers with aromatherapeutic effects. Regular facials can also be therapeutic and help one relax. 

Brands can also encourage subconscious mindfulness in consumers by providing products with application methods that create an immersive experience. 

Moving forward

Skincare products may appeal to one person but not to another. This could be a result of varying preferences or different skincare issues. For this reason, brands must offer various products that appeal to a large consumer base.

The toner and cleanser trends discussed in this article allow brands to cater to various consumer preferences and skincare issues while being competitive.

To make the most of these trends come 2023, appeal to earth-conscious consumers, young adults, and busy skincare enthusiasts by providing practical and easy-use cleansers and toners. Avoid making spurious claims; focus on customer reviews and clinical data to convey your brand’s value. 

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