Facial Cleansing Balm Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Facial Cleansing Balm Market is projected to expand from USD 1.68 Billion in 2025 to USD 2.63 Billion by 2031, reflecting a CAGR of 7.76%. These anhydrous, oil-based cleansers are designed to transform from a solid balm into an oil upon application, effectively dissolving makeup and impurities without disrupting the skin's moisture barrier. The market's growth is underpinned by the increasing popularity of the double cleansing method and a rising demand for waterless beauty formulations, which provide superior stability and sustainability. These drivers indicate a structural shift in consumer behavior toward effective yet gentle purification methods suitable for sensitive skin, rather than merely passing trends.

However, the market confronts a substantial obstacle in the form of high formulation costs, which dictate a premium pricing strategy that limits mass market accessibility. According to the Cosmetic, Toiletry and Perfumery Association, skincare sales in Great Britain grew by 12.2 percent in 2024, signaling a strong economic environment for the sector. Despite this growth, the significant price gap between concentrated cleansing balms and traditional surfactant-based cleansers remains a major deterrent for price-sensitive consumers, restricting the product's penetration into broader retail segments.

Market Drivers

The widespread adoption of the double cleansing method, heavily influenced by K-Beauty rituals, acts as a primary catalyst for the Global Facial Cleansing Balm Market. This regimen involves using an oil-based cleanser to break down lipophilic impurities followed by a water-based wash, transforming cleansing balms from niche items into essential skincare staples. As consumers increasingly value thorough purification that maintains skin barrier health, the demand for these anhydrous formulations has escalated. This trend is substantiated by trade statistics; the Straits Times reported in January 2025 that South Korea's exports of cleansing products saw a 30.7 percent year-on-year increase in 2024.

Concurrently, the market is propelled by rising disposable incomes and a trend toward premiumization in emerging economies. As purchasing power increases, consumers are upgrading from basic hygiene products to multi-step regimens that include premium formats like cleansing balms, thereby diversifying revenue streams geographically. For instance, the Ministry of Food and Drug Safety reported in May 2025 that cosmetic exports to the United Arab Emirates and Indonesia surged by 91 percent and 69 percent, respectively, in 2024. Meanwhile, established markets continue to favor high-value products, with Premium Beauty News noting in February 2025 that the U.S. prestige beauty segment grew by 7 percent, reinforcing the shift toward high-quality personal care.

Market Challenges

A critical impediment to the Global Facial Cleansing Balm Market is the high cost of formulation, which necessitates a premium retail positioning and severely restricts mass market penetration. Unlike traditional water-based cleansers, anhydrous balms require high concentrations of expensive natural oils, butters, and waxes. These premium ingredients, coupled with the complex manufacturing processes needed to stabilize the solid-to-oil texture, significantly drive up production expenses. Consequently, brands are compelled to pass these costs on to consumers, effectively categorizing the product as a luxury item rather than a daily commodity.

This pricing structure creates a high barrier to entry in the volume-driven mass market, where consumers typically seek value. According to Cosmetics Europe, although skin care products were the largest category in the European sector in 2024 with retail sales of €30.1 billion, the growth of the cleansing balm segment is constrained by its high price point. The inability to compete effectively with affordable, surfactant-based alternatives prevents cleansing balms from capturing a significant share of the broader global demand for facial purification, confining them largely to prestige channels.

Market Trends

The integration of active skincare ingredients is fundamentally reshaping the Global Facial Cleansing Balm Market, evolving 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, blurring the line between purification and serum-level care. This "skinification" allows consumers to address specific concerns like hyperpigmentation and barrier support during the cleansing step, enhancing value beyond basic hygiene. This shift toward efficacy is reflected in industry performance; L'Oréal Finance reported in February 2025 that their Dermatological Beauty Division achieved a 9.8 percent like-for-like sales growth, confirming the growing consumer appetite for clinically proven, ingredient-led skincare.

Simultaneously, the adoption of refillable and zero-waste packaging is altering product formats to mitigate the environmental impact of heavy plastic jars typically used for solid cleansers. Brands are introducing premium refill pods and biodegradable casings, enabling customers to retain luxury outer vessels while reducing plastic waste from repeat purchases. This circular design strategy appeals to eco-conscious buyers and aligns with strict global regulations regarding packaging circularity. The scale of this transition is evident in corporate sustainability efforts; The Moodie Davitt Report noted in October 2024 that 71 percent of Estée Lauder Companies' packaging in fiscal year 2024 was recyclable, refillable, reusable, recycled, or recoverable, illustrating the rapid implementation of sustainable principles across the beauty sector.

Key Players Profiled in the Facial Cleansing Balm Market

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

Report Scope

In this report, the Global Facial Cleansing Balm Market has been segmented into the following categories:

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
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Facial Cleansing Balm Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

• Detailed analysis and profiling of additional market players (up to five).

This product will be delivered within 1-3 business days.