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Harnessing the Power of Cleansing

— Posted by Iqra Hamid

Cleansing is an essential step in every skincare routine, with 85% of women and 67% of men incorporating cleansing daily*

Woman cleansing her face

There are 3 main reasons for cleansing:

  1. Removes Impurities: The primary purpose of cleansing is to remove dirt, oil, makeup, and other impurities from the skin's surface.
  2. Boosts Hydration: Cleansers that contain ingredients like glycerin, hyaluronic acid, or ceramides can help prevent moisture loss and support the skin's barrier function.
  3. Enhances Product Efficacy: Cleansers provide a clean, even surface that ensures better, more uniform application of skincare products, allowing for maximum contact and absorption.

Oil-based Cleansers


While cleansing your face with oil may feel counterintuitive, it benefits the skin in several ways:

  • Makeup and sebum are lipophilic, so dissolve in oil, making oil-based cleansers far more effective at removing them
  • It preserves the skin's natural moisture and helps maintains the skin barrier
  • These cleansers can be infuse with nourishing, highly moisturising oils, to benefit the skin

Chemical Exfoliation


These exfoliators break down the bonds between dead skin cells and the surface of the skin, allowing them to be removed easily.

A wide variety of acids can be used to dissolve and remove dead skin cells:

  • Alpha Hydroxy Acids (AHAs) - water soluble, these acids work on the skin surface to improve texture and cleanse
  • Beta Hydroxy Acids (BHAs) - oil soluble, they can penetrate pores, helping to unclog and remove excess sebum
  • Poly Hydroxy Acids (PHAs) - don't penetrate the skin as deeply due to their large particle size, making them less irritating and ideal for sensitive skin types
Brown scrub in a bowl surrounded by coffee beans

Coffee Scalp Polish

An invigorating scalp care treatment which promotes a healthy scalp and rejuvenates hair growth.

Physical Exfoliation


Uses abrasive particles or materials to gently buff away dead skin cells, remove impurities and improve texture.

This method of exfoliation involves manually dislodging dirt and sebum from pores as well as removing dead skin cells. This helps to maintain skin tone and clarity. These cleansers are typically only used once a week, as they are more abrasive.

Micro-exfoliants and non-coarse particles are best suited for this product group as they disrupt impurities without damaging the skin.

Balm Cleansers


A staple in J-Beauty, these cleansers have now grown in popularity around the world.

These balms are well loved by consumers for several reasons:

  • Makeup Removal - They are excellent at removing makeup and sunscreen.
  • Hydration - Oils provide hydration and nourishment to the skin while also supporting the skin barrier and not stripping away the skin's natural oils.
  • Easier to use - Balms are easier to apply to the skin, compared to cleansing oils that can be runny.
False eyelashes with a shampoo bottle on a pink background

Luscious Lash Shampoo

A gentle yet effective lash shampoo, perfect for cleansing and maintaining lash extensions.

Light orange gel on an orange background

Tropical Cleanser

An intensely foaming facial cleanser to remove makeup and excess sebum without stripping the skin.

Foaming Cleansers


Water-based products that lather into a foam when combined with water and massaged onto the skin, helping to effectively cleanse.

Surfactants generate foam, facilitating the cleansing process by emulsifying and lifting dirt and oils from the skin's surface for easier removal.

This method of cleansing is particularly effective for oily and combination skin types, as it efficiently removes excess oil from the skin, helping to balance oil levels without stripping moisture.

Cream Cleansers


These gentle cleansers effectively clean the skin, without stripping away natural oils.

the soft textures allow them to spread easily on the skin, providing a nicer experience on application.

Need more inspiration?

Check out our full collection of cleansing formulations 

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* Source: Statistica, Mintel