Global Facial Cleansing Balm Market Size, Share, and Trends Analysis Report – Industry Overview and Forecast to 2032

Global Facial Cleansing Balm Market Segmentation, By Balm Type (Oil-Based Cleansing Balms, Cream-Based Cleansing Balms, Gel-Based Cleansing Balms, and Hybrid Cleansing Balms), Skin Type (Dry Skin, Oily Skin, Combination Skin, Sensitive Skin, and Normal Skin), Ingredient Type (Natural/Organic, Synthetic, Vegan, and Cruelty-Free), Packaging Type (Jar Packaging, Tube Packaging, Pump Dispensers, and Single-Use Packets) - Industry Trends and Forecast to 2032

Facial Cleansing Balm Market Size

• The global facial cleansing balm market size was valued at USD 682.93 million in 2024 and is expected to reach USD 1631.47 million by 2032, at a CAGR of 11.5% during the forecast period
• The market growth is largely fueled by increasing consumer awareness of skincare routines and the rising preference for gentle, multifunctional cleansing products that remove makeup, dirt, and impurities while nourishing the skin
• Furthermore, the growing demand for premium, natural, and ethically sourced ingredients is driving innovations in facial cleansing balms. These converging factors are accelerating the adoption of balms across both mass and luxury skincare segments, thereby significantly boosting the industry’s growth

Facial Cleansing Balm Market Analysis

• Facial cleansing balms are skincare formulations designed to dissolve makeup, sunscreen, and impurities while maintaining skin hydration and softness. They are available in various textures such as oil-based, cream-based, gel-based, and hybrid formulations, catering to different skin types and preferences
• The escalating demand for facial cleansing balms is primarily fueled by rising consumer focus on skin health, increasing influence of beauty trends such as double cleansing, and the expansion of e-commerce channels, which improve accessibility and product variety for global consumers
• Asia-Pacific dominated facial cleansing balm market with a share of 40.15% in 2024, due to rising beauty and skincare awareness, increasing disposable incomes, and a strong presence of premium and K-beauty brands
• North America is expected to be the fastest growing region in the facial cleansing balm market during the forecast period due to rising demand for luxury and natural skincare, increasing awareness of double cleansing routines, and strong presence of established cosmetic brands
• Oil-based cleansing balms segment dominated the market with a market share of 43% in 2024, due to their proven effectiveness in dissolving makeup, sunscreen, and excess sebum without stripping natural oils. Consumers increasingly prefer oil-based formulations due to their gentle yet thorough cleansing properties, making them suitable for all skin types. Their compatibility with multiple skin routines and ability to leave the skin moisturized post-cleansing further enhances their popularity. In addition, the rising awareness of double cleansing methods has bolstered demand for oil-based balms as a first cleansing step

Report Scope and Facial Cleansing Balm Market Segmentation      

Facial Cleansing Balm Market Trends

Growing Skincare Awareness and Trends

• Increasing awareness of skincare importance and concern for skin health are driving consumers to adopt facial cleansing balms as gentle yet effective makeup removers and deep cleansers. These products preserve skin hydration and are suitable for sensitive skin types

  • For instance, L’Oréal has leveraged K-beauty trends to popularize cleansing balms featuring hydrating oils and botanical extracts, enhancing user experiences and expanding their market share in Asia-Pacific and beyond

• The rising popularity of multi-step skincare routines fosters demand for facial cleansing balms, especially in markets influenced by Korean and Japanese beauty rituals. These routines emphasize cleansing balms for double cleansing, appealing to diverse global consumers
• Online sales channels and beauty influencers are increasing product accessibility and visibility. Digital marketing enables brands to reach younger consumers and effectively communicate product benefits, further fueling market growth
• Brands are innovating with multifunctional formulas that combine cleansing, exfoliating, and anti-aging benefits. Enriched with plant-based oils, vitamin E, and antioxidants, these balms cater to growing preferences for natural and effective skincare
• Growing interest in cruelty-free and vegan cleansing formulations supports niche brands specializing in organic and ethically produced balms. This trend aligns closely with evolving consumer values such as sustainability and ingredient transparency

Facial Cleansing Balm Market Dynamics

Driver

Rising Demand for Natural and Organic Products

• Consumers are gravitating toward facial cleansing balms made with natural, plant-derived ingredients that avoid harsh chemicals. This shift reflects broader lifestyle trends supporting safer, eco-friendly, and skin-soothing formulations

  • For instance, Farmacy Beauty has gained traction by offering organic cleansing balms with eco-certifications and ethically sourced botanicals, positioning itself prominently among environmentally conscious consumers

• The clean beauty movement drives innovation in sustainable packaging and formulation transparency. Brands adopting these practices enjoy stronger consumer loyalty and improved reputations in a competitive marketplace
• Retailers are expanding their natural and organic product assortments, creating more opportunities for specialty cleansing balm offerings to gain shelf space and consumer recognition in both online and physical stores
• An increasing number of consumers use facial cleansing balms as both skincare and wellness products, seeking ingredients that promote calm, hydration, and skin microbiome balance

Restraint/Challenge

High Cost of Premium Ingredients

• Premium facial cleansing balms often contain costly oils, extracts, and natural actives, which elevate retail prices. This price premium can restrict adoption among budget-conscious consumers and emerging market buyers

  • For instance, Estée Lauder has invested heavily to source rare botanical oils and innovative hydrating agents, which contribute to high product price points but also support brand prestige and efficacy claims

• Ingredient sourcing complexities, such as seasonal availability and certification requirements, add to manufacturing costs and impact product supply resilience
• Some consumers remain price sensitive, especially where alternatives such as foaming cleansers or wipes offer perceived convenience at lower prices. This competition limits market penetration potential in certain demographics
• Balancing formulation quality with affordability remains an ongoing challenge for brands aiming to expand their consumer base without compromising on clean beauty and efficacy promises

Facial Cleansing Balm Market Scope

The market is segmented on the basis of balm type, skin type, ingredient type, and packaging type

• By Balm Type

On the basis of balm type, the facial cleansing balm market is segmented into oil-based cleansing balms, cream-based cleansing balms, gel-based cleansing balms, and hybrid cleansing balms. The oil-based cleansing balms segment dominated the market in 2024, accounting for the largest revenue share of 43%, driven by their proven effectiveness in dissolving makeup, sunscreen, and excess sebum without stripping natural oils. Consumers increasingly prefer oil-based formulations due to their gentle yet thorough cleansing properties, making them suitable for all skin types. Their compatibility with multiple skin routines and ability to leave the skin moisturized post-cleansing further enhances their popularity. In addition, the rising awareness of double cleansing methods has bolstered demand for oil-based balms as a first cleansing step.

The gel-based cleansing balms segment is anticipated to witness the fastest growth from 2025 to 2032, fueled by increasing adoption among younger consumers seeking lightweight, non-greasy textures that provide effective cleansing without residue. Gel-based formulations are particularly appealing to consumers with combination or oily skin, as they balance cleansing efficiency with refreshing skin feel. Marketing trends highlighting water-soluble textures and multifunctional benefits are also contributing to the rapid growth of this segment.

• By Skin Type

On the basis of skin type, the facial cleansing balm market is segmented into dry skin, oily skin, combination skin, sensitive skin, and normal skin. The sensitive skin segment held the largest market share in 2024, driven by the growing consumer preference for gentle formulations that minimize irritation and redness. Cleansing balms formulated for sensitive skin often contain calming and hydrating ingredients such as chamomile, aloe vera, or ceramides, making them suitable for daily use. Rising awareness of skin health and the adoption of dermatologically tested products further support the dominance of this segment.

The oily skin segment is projected to witness the fastest CAGR from 2025 to 2032, driven by rising demand for cleansing balms that effectively remove excess sebum, impurities, and pollutants without causing dryness. Consumers increasingly seek balms with mattifying properties or oil-control benefits, which provide a balanced skin feel post-cleansing. Innovations in formulations that combine oil-absorbing powders and gentle surfactants are contributing to the accelerated growth of this segment.

• By Ingredient Type

On the basis of ingredient type, the facial cleansing balm market is segmented into natural/organic, synthetic, vegan, and cruelty-free. The natural/organic segment dominated the market in 2024, driven by growing consumer awareness and preference for clean beauty products. These balms are formulated with plant-based oils, herbal extracts, and non-toxic ingredients that appeal to health-conscious and environmentally aware consumers. Increasing emphasis on sustainability and safe skincare routines is further bolstering the adoption of natural/organic cleansing balms across demographics.

The vegan segment is expected to witness the fastest growth from 2025 to 2032, fueled by the rising ethical consumerism and demand for products free from animal-derived ingredients. Vegan cleansing balms often highlight cruelty-free certifications and sustainable sourcing, attracting younger and socially conscious consumers. Social media-driven trends and influencer endorsements are further accelerating the adoption of vegan facial cleansing balms globally.

• By Packaging Type

On the basis of packaging type, the facial cleansing balm market is segmented into jar packaging, tube packaging, pump dispensers, and single-use packets. The jar packaging segment dominated the market in 2024, owing to its convenience, larger product volume, and premium appeal. Jars allow for easy scooping of balm and are often associated with luxurious and high-quality skincare experiences, making them popular among consumers who follow consistent cleansing routines. In addition, jars support multipurpose use, such as facial and eye makeup removal, enhancing their overall market adoption.

The pump dispenser segment is projected to witness the fastest growth from 2025 to 2032, driven by increasing consumer preference for hygienic and travel-friendly packaging. Pump dispensers provide precise dosing, minimize contamination, and enhance ease of use, particularly appealing to younger urban consumers. Innovations in airless pump technology and eco-friendly designs are further fueling the adoption of this packaging format.

Facial Cleansing Balm Market Regional Analysis

• Asia-Pacific dominated the facial cleansing balm market with the largest revenue share of 40.15% in 2024, driven by rising beauty and skincare awareness, increasing disposable incomes, and a strong presence of premium and K-beauty brands
• The region’s innovative product launches, cost-effective manufacturing capabilities, and growing e-commerce penetration are accelerating market expansion
• Rapid urbanization, rising social media influence, and favorable government initiatives promoting personal care consumption are contributing to increased adoption of facial cleansing balms across Asia-Pacific

South Korea Facial Cleansing Balm Market Insight

South Korea held the largest share in the Asia-Pacific facial cleansing balm market in 2024, owing to its global leadership in skincare innovation and the widespread influence of K-beauty trends. The country’s advanced R&D in cosmetic formulations, strong consumer preference for premium skincare, and extensive export networks for beauty products are major growth drivers. Rising awareness of double cleansing routines and the integration of natural and innovative ingredients further support market dominance.

India Facial Cleansing Balm Market Insight

India is witnessing the fastest growth in the Asia-Pacific region, fueled by increasing urbanization, rising disposable income, and growing demand for premium and natural skincare products. Expanding e-commerce platforms, rising awareness of skincare routines, and a shift toward ethically sourced and vegan products are further boosting market adoption. The young, digitally savvy population is driving rapid growth in the facial cleansing balm segment.

Europe Facial Cleansing Balm Market Insight

The Europe facial cleansing balm market is expanding steadily, supported by high consumer preference for natural and organic skincare, stringent cosmetic regulations, and increasing adoption of premium beauty products. The region places strong emphasis on product safety, efficacy, and sustainability, particularly in Western Europe. Growing interest in multifunctional and eco-friendly cleansing balms is further enhancing market growth.

Germany Facial Cleansing Balm Market Insight

Germany’s facial cleansing balm market is driven by consumer demand for high-quality, dermatologically tested products, a strong natural and organic skincare segment, and rising investments in cosmetic R&D. The country’s well-established retail network and emphasis on clean beauty products foster continuous innovation in facial cleansing formulations. Demand is particularly strong among health-conscious and environmentally aware consumers.

U.K. Facial Cleansing Balm Market Insight

The U.K. market is supported by increasing adoption of premium skincare routines, growing awareness of ethical and cruelty-free products, and rising demand for multifunctional cleansing balms. Consumer preference for sustainable packaging and natural ingredients, along with strong e-commerce penetration, further drives market growth. Collaborations between cosmetic brands and dermatologists are enhancing product credibility and adoption.

North America Facial Cleansing Balm Market Insight

North America is projected to grow at the fastest CAGR from 2025 to 2032, driven by rising demand for luxury and natural skincare, increasing awareness of double cleansing routines, and strong presence of established cosmetic brands. Consumers are seeking personalized skincare solutions, eco-friendly formulations, and innovative product textures, boosting market expansion.

U.S. Facial Cleansing Balm Market Insight

The U.S. accounted for the largest share in the North America market in 2024, underpinned by a mature skincare industry, high consumer spending on personal care, and extensive R&D capabilities in cosmetic formulation. Rising preference for clean, natural, and cruelty-free ingredients, along with strong e-commerce growth, supports increased adoption. Presence of leading beauty brands and robust marketing strategies further solidify the U.S.'s leading position in the region.

Facial Cleansing Balm Market Share

The facial cleansing balm industry is primarily led by well-established companies, including:

• Clinique Laboratories, llc. (U.S.)
• Elemis (U.K.)
• Banila Co. (South Korea)
• Tatcha,LLC (U.S.)
• Burt's Bees (U.S.)
• Kiehl's (U.S.)
• Nécessaire Inc. (U.S.)
• Fresh Inc. (U.S.)
• Drunk Elephant (U.S.)
• Estee Lauder Inc. (U.S.)

Latest Developments in Global Facial Cleansing Balm Market

• In September 2023, L'Occitane Groupe S.A.'s brand Elemis launched a limited-edition Green Fig Pro-Collagen Cleansing Balm, enriched with ingredients such as Padina pavonica, elderberry oil, and starflower oil. This product effectively removes makeup and impurities and also emphasizes skin nourishment and sustainability. The launch reinforces the growing consumer preference for multifunctional and premium skincare products, driving heightened interest in luxury cleansing balms and expanding Elemis’s market share in the high-end facial cleansing segment
• In August 2023, Unilever's brand Tatcha introduced The Indigo Cleansing Balm, a fragrance-free, gentle balm-to-oil cleanser infused with Japanese indigo. Designed to soothe and hydrate dry, sensitive skin while efficiently removing dirt, oil, and waterproof makeup, this launch caters to the rising demand for skin-friendly, dermatologist-inspired products. The introduction strengthens Tatcha’s positioning in the sensitive skin segment and contributes to increased adoption of natural and botanical ingredient-based balms globally
• In July 2023, Shiseido launched the Benefiance Cleansing Balm, featuring a blend of Japanese green tea and anti-aging botanicals. Positioned as a premium solution for removing heavy makeup and pollutants while improving skin elasticity, this product addresses growing consumer demand for anti-aging and multifunctional skincare products. Its launch supports Shiseido’s expansion in Asia-Pacific and reinforces the trend of combining cleansing efficacy with skincare benefits in cleansing balms
• In June 2023, L’Oréal’s Kiehl’s brand rolled out the Calendula Deep Cleansing Balm, formulated with calendula extract to soothe and gently cleanse sensitive and combination skin. This development caters to the increasing consumer preference for natural, plant-based ingredients and highlights the growing trend of dermatologically backed skincare solutions. The product strengthens Kiehl’s market share in North America and premium skincare segments
• In May 2023, Estée Lauder launched the Revitalizing Nourishing Cleansing Balm, featuring a blend of vitamins and hydrating oils aimed at removing long-wear makeup while maintaining skin moisture balance. This introduction taps into rising consumer interest in luxury cleansing products that combine efficiency with skin nourishment, boosting Estée Lauder’s presence in the global high-end facial cleansing balm market and driving overall segment growth.

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