The future of the facial cleanser market looks promising due to the emergence of innovative products to fight symptoms of aging and pollution and to ensure smooth skin; these are factors driving the global facial wash industry forward. Additionally, the demand for products geared towards nature is also powering the market. The effect of blue screen light on our skin has also been driving the market in the last year, a factor that is on the rise as we spend long periods of time around screens during COVID’s limiting stay-at-home and work-from-home routines. With this increased awareness of maintaining smooth and radiant skin, the facial wash industry continues to grow.
Behind the Facial Wash Trend
The global facial wash and cleanser market size was estimated at US $22.19 billion in 2018 and is anticipated to expand at a CAGR of 6.0% from 2019 to 2025.
Today's consumers are constantly seeking the perfect Instagram moment, and not just by using face filters. This consumer desire for clearer & vibrant skin is leading to an ever-increasing demand for new products, which is driving the global facial wash market and leading to an unprecedented rise in the popularity of regular facial washing routines among young consumers. This trending routine is likely to lead to intense competition between players operating in the global facial wash market in 2023, and as a result companies like Unilever, P&G, L'Oréal, and CeraVe offer new cleansers containing hyaluronic acid, spot-free UV protection, lemon extracts, and fair complexion facial washes. The addition of these features will hopefully allow manufacturers to meet the high demand among young and award customers.
This trend is also affecting the beauty salon industry, which is currently promoting more advanced treatments such as hyaluronic acid and retinols for anti-aging properties, micellar waters for water management, and full body cannabis skincare treatment as antioxidants.
Among home facial cleanser products, consumers around the globe are turning towards natural products – this segment – and it is expected to witness the highest growth over the forecast period due to its better cleansing and moisturizing properties.
4 Leading Facial Wash Trends This Year
With over a million Google searches in the past year, and never-ending product innovations, here are 4 leading trends that have been on the rise since early 2023, and will boom by 2024.
Facial Wash Routine for Men Men's facial wash routines have been a growing trend in the cosmetics industry. Many brands have launched collections of men's facial cleansers, and new niche brands have entered the market. As a result, emerging brands are shifting away from traditional depictions of masculinity in favor of gender-neutral branding, open and honest marketing, identifiable ingredients, and transparency in communication with potential customers in order to drive the conversation about men's skincare needs. Since the beginning of 2022, the industry has evolved from an industry focused on shaving and fragrance to one that offers a variety of cleansers, anti-aging products, makeup for men, and face masks.
The male skin care market is expected to grow at a compound annual growth rate (CAGR) of 5.2% to reach 60.7 billion by 2025, worldwide. With all this expected growth, brands will offer more skincare options and color cosmetics in the near future – helping to move the industry away from the restrictive standard that men aren't supposed to worry about their skin looking inflamed, dry, or dull.
Korean Skincare Innovations As one of the biggest manifestations of the Hallyu (Korean wave), Korean beauty (K-beauty) and its practices have been incorporated into the global beauty lexicon. Using natural ingredients, K-beauty products devote a great deal of attention to wellness and health. All products are clearly labeled with their ingredients, focusing primarily on skincare while simultaneously ensuring that their products are cool and affordable. Korean beauty brands keep expanding to incorporate new innovations, especially regarding their raw materials. Some of the innovative ingredients used to produce K-beauty products are snail slime, bee venom, starfish extract, pig collagen, and morphing masks. A high product margin in K-beauty has made it a lucrative business for cosmetic companies, making it even more profitable for them. 2023 is set to see new trends emerge from South Korea, including: carrot seed oil, a relatively unknown ingredient to the rest of the world that's been used in K-beauty for years, as it contains vitamin A which helps speed up healing and prevents breakouts.
Facial Cleansers for Blue Light Protection High energy visible (HEV) light, or "blue light," is emitted by tech screens and the sun, along with UV rays, HEV and UV light may actually incite similar signs of photo-aging. As a result of blue light penetrating the skin, reactive oxygen species are created, which causes DNA damage and hyperpigmentation. The fact that 60 percent of Western populations are sitting for six hours or more (according to Unilever data) fuels innovation in the high-energy vapor space, and as a result blue light protective skincare sales are up 170 percent to date (NPD).
This market growth and consumer interest led to the launch of skincare brand GoodHabit earlier this year. GoodHabit's core mission is to protect the skin from the effects of tech, quite literally, by using marine extracts that create a protective film on the skin. The arrival of more knowledge and the continued presence of virtual life in 2023 will give rise to more blue-light-blocking options for our skin and screens.
Organic Facial Wash Products Rise in Demand As a rule, organic facial cleansers are products containing organic, pesticide-free ingredients. Most organic facial wash products are made of plant-based ingredients such as jojoba oils, astaxanthin - a natural antioxidant, herbs, flowers, and other essential oils that help protect and hydrate the skin, and satisfy consumers' increasing demands for products free of parabens.
In this highly competitive market, companies like The Hain Celestial Group (Avalon Natural Products Inc.), L'Oréal SA, Johnson & Johnson, and others have joined the trend and are launching such products rapidly, partnering with smaller startups and acquiring small companies. As a result of mergers and acquisitions, companies increasingly rely on their respective key strengths, such as R&D capabilities, distribution networks and new product development, to be able to capture all the untapped markets and further drive the organic skin care products market.
Extra! Honey Facial Wash Method for Clear, Smooth Skin
Raw honey (also called unpasteurized honey) provides a gentle and affordable alternative to your facial cleanser, gently removing dirt and impurities without stripping the skin of natural oils, and the natural antibacterial and probiotic properties of raw honey effectively reduce breakouts and prevent new acne. Although any raw honey works excellently, manuka honey boasts superior antibacterial and healing properties. It is recommended for acne-prone skin.
How to Wash Your Face With Honey?:
1. Use raw honey; if you can’t find it at your local supermarket, here’s the raw honey I recommend available online.
2. Remove your makeup first.
3. Take about 1/2 teaspoon of the honey on your fingers. Warm it between your fingers. Add just a few drops of water if necessary to make a spreadable consistency. Smooth it gently on your face.
4. Rinse off with warm water and pat your face dry. If you have time, you’ll get the best results by leaving the thin layer of honey on for at least 10 minutes before rinsing.
5. Finish by patting a toner on your face for best results. You can make your own by mixing 2 tbs. raw apple cider vinegar with 1/2 cup of water or Aloe-Vera and putting this in a jar or spray bottle.
It works well on all skin types, balancing oily skin and moisturizing dry skin.
Interested to Learn More About Top Wellness Trends? Read, Wellness Definition – Industry News, Trends and Opportunities