North America Face wash & Cleanser Market Outlook, 2028

Increasing skincare awareness and urbanization is drive the North America face wash and cleanser market.

North America has seen a significant increase in the sales of face washes in the past few years. Face wash sales have increased significantly as a result of greater focus on appearance, celebrities endorsing certain brands, expanding awareness of personal cleanliness, and rising disposable income. The face wash category is also being driven by the arrival of foreign competitors into the market, e-commerce sales, and a robust distribution network. In addition, the market's primary growth drivers are an increase in the proportion of working women and shifting climatic circumstances. Consumers are increasingly gravitating towards purchasing face cleanser solutions due to their rising worries about the damaging effects of soap on the skin. Manufacturers promote facial cleanser products as being kind to skin, devoid of harsh surfactants, and having long-lasting results. This has caused men and women of all ages to become more interested in using face cleansers. Long hours spent outdoors, rising pollution levels, and their detrimental effects on skin health have all contributed to a large increase in demand for face cleansers. In North America, the new practise of double cleansing, in which the skin is cleansed twice in two steps, is growing. The first step in the double cleansing method is to use micellar water and cleansing oils to break down the oils, makeup, and sebum that are on the skin's surface. A deep water-based cleanser is used for the second round of cleaning after this one. A lot of people are buying oil- and water-based cleanser to get the benefits of double cleansing. Extending the range of facial cleanser options for all skin types, including oily, dry, and gentle, is expected to encourage consumers to buy facial cleanser products during the forecast period. The North American face wash market is driven by several key factors that contribute to its growth and success. With the rising awareness of skincare and the importance of maintaining a healthy complexion, consumers in North America are becoming more conscious of their skincare routines. Face washes are considered fundamental products in any skincare regimen, leading to an upsurge in demand for effective and specialised solutions. Furthermore, there is a significant shift towards natural and organic face washes in the North American market. Consumers are seeking products that are free from harsh chemicals, sulphates, and artificial fragrances, opting instead for gentle formulations that utilise botanical extracts and eco-friendly ingredients. As well as Men's grooming habits have evolved, with an increasing number of men adopting skincare routines and recognising the importance of maintaining a healthy complexion. This shift has created a new market segment for face washes specifically tailored to men's skincare needs, further boosting overall market growth. The face wash industry continues to witness advancements in product formulations and innovative technologies. From gentle cleansers with hydrating properties to those specifically targeting acne or ageing concerns, manufacturers are continuously introducing new and improved face washes to cater to diverse consumer needs. Rapid urbanisation, coupled with changing lifestyles, has led to increased exposure to environmental pollutants and stressors. Consumers are seeking face washes that provide effective cleansing and protection against these external aggressors, thereby driving the demand for specialised skincare solutions. Furthermore, the rise of e-commerce platforms has made face washes more accessible to consumers across North America. Online shopping offers convenience, a wide range of product choices, and the ability to compare prices and read reviews, contributing to the growth of the market.

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In the early 20th century, facial cleansing routines primarily involved the use of simple soap bars or homemade remedies. Skincare was not a well-defined industry, and products were limited in variety and efficacy. In the early years, cream-based cleansers gained popularity in North America. These formulations were milder than traditional soaps and were aimed at providing gentler cleansing without stripping the skin of essential moisture. The 1970s witnessed the emergence of liquid face washes in North America. These water-based cleansers offered a more convenient and hygienic alternative to soap bars. Brands began formulating face washes with various ingredients, including herbal extracts, to cater to specific skin types and concerns. The North American face wash market saw the introduction of specialty products targeting specific skin concerns. Brands started developing face washes for acne-prone skin, sensitive skin, and anti-ageing purposes, among others. These specialised formulations offered targeted solutions to consumers. In the late 1990s and early 2000s, there was a growing demand for natural and organic skincare products, including face washes. Consumers became more conscious of the ingredients used in their skincare products, leading to an increased interest in eco-friendly, plant-based, and chemical-free face wash options. Over the years, there has been a significant focus on innovation in face wash formulations. Brands started incorporating advanced technologies, such as micellar cleansing, to provide gentle and effective cleansing. Ingredients like antioxidants, hyaluronic acid, and botanical extracts have become popular, offering added benefits like hydration, brightening, and soothing properties. The early 2000s also witnessed the expansion of the men's face wash market in North America. As men began embracing skincare routines, brands introduced specialised face washes tailored to their needs, addressing concerns such as oil control, beard care, and post-shave irritation. With the advent of social media platforms and the rise of beauty influencers, the North American face wash market has experienced a significant transformation in recent years. Influencers and online reviews played a crucial role in driving product awareness, shaping consumer preferences, and promoting the benefits of different face wash brands. Based on the face wash products segmentation, which includes foam-based, gel-based, cream-based, powder-based, and other, the cream-based face wash accounts for the largest market share due to the fact that cream-based face washes are known for their gentle and hydrating cleansing properties. They provide a luxurious and soothing experience while effectively removing dirt, impurities, and makeup residue without stripping the skin of its natural oils. This aspect is particularly appealing to consumers with dry or sensitive skin who seek a gentle yet effective cleansing solution. Furthermore, cream-based face washes often contain emollients and moisturising ingredients that help retain the skin's natural moisture barrier. These formulations are beneficial for individuals with dry or dehydrated skin, as they provide additional hydration and prevent the skin from feeling tight or uncomfortable after cleansing. Cream-based face washes are frequently enriched with nourishing ingredients such as botanical extracts, vitamins, and essential oils. These ingredients offer additional skincare benefits, such as soothing irritated skin, reducing redness, and providing antioxidant protection. The combination of cleansing and nourishing properties appeals to consumers who desire a holistic skincare experience. In the North American market, several types of face washes are currently trending, catering to the diverse skincare needs and preferences of consumers. There is a growing trend towards natural and organic skincare products, including face washes. Consumers in North America are increasingly seeking products formulated with clean, plant-based ingredients free from harsh chemicals, sulphates, and artificial fragrances. Natural and organic face washes that incorporate botanical extracts, essential oils, and eco-friendly formulations are in high demand. With an increased emphasis on hydration and moisture retention, face washes that offer intense hydration and moisturization are trending. These formulations often include ingredients like hyaluronic acid, glycerin, and oils that help replenish and nourish the skin while cleansing. They are particularly sought-after by individuals with dry or dehydrated skin. Based on the foam segment of facial cleaner products, which includes gel, cream, and oil, cream-based cleansers have the highest market share at the global level. Cream-based cleansers are known for their gentle cleansing properties. They provide a milder and more nourishing alternative to harsher cleansers like foaming or gel-based formulas. Cream cleansers are formulated with emollients and moisturising ingredients that help maintain the skin's natural moisture barrier while effectively removing dirt, oil, and impurities. This aspect is particularly appealing to individuals with dry or sensitive skin who seek a gentle yet effective cleansing solution without causing irritation or dryness. Personalization and customization are gaining traction in the cleanser market. Brands are offering cleansers that can be tailored to individual skin types, concerns, and preferences. Customised cleansers may involve selecting specific ingredients or formulations to address unique skincare needs, allowing consumers to curate a cleansing experience that suits them best. Furthermore, the influence of social media and digital platforms is shaping consumer preferences in the cleanser market. Brands are leveraging digital engagement, collaborating with influencers, and utilising user-generated content to create brand awareness, educate consumers about product benefits, and foster trust and loyalty. Based on the product types, the segment includes foaming facial cleansers, non-foaming facial cleansers, solvent-based facial cleansers, and collagen-based facial cleansers. Foaming facial cleanser is rising in the North America market. Based on mass and premium segments, in the North America market, the mass segment has the highest market share, and the premium segment will grow at the global level.

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Manmayi Raval

Manmayi Raval

Research Consultant

Based on the gender segment, which includes men and women, women are leading the North America market. Historically, women have been more culturally encouraged to prioritise and invest in skincare routines compared to men. Societal norms and expectations often place a greater emphasis on women's appearance and skincare, leading to a higher inclination towards using facial cleansers and face washes as part of their daily beauty regimen. Women are commonly associated with having a wider range of skincare concerns, such as hormonal fluctuations, makeup usage, and specific skin conditions. As a result, women may perceive a greater need for facial cleansers and face washes to address these concerns, including removing makeup, controlling oiliness, managing acne, and maintaining overall skin health. While the use of facial cleansers and face washes has traditionally been associated with women, there has been a notable increase in male skincare awareness in recent years. Men are gradually becoming more conscious of their skincare needs and the importance of maintaining a healthy complexion. As this trend continues to evolve, the use of facial cleansers and face washes among men is expected to grow. Considered in this report • Geography: North America • Historic year: 2017 • Base year: 2022 • Estimated year: 2023 • Forecast year: 2028

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Manmayi Raval

Aspects covered in this report • North America Face wash & Cleanser market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product Type • Face wash • cleanser By Form • Cream • Foam • Gel/Oil • Liquid • Powder • Others By Application • Dry Skin • Oily Skin • AntiAcne • Normal Skin By Ingredients • Conventional • Organic By Pricing Range • Mass • Premium By End User • Men • Women • Unisex By Distribution channel • Specialist Retail Stores • Supermarkets/Hypermarkets • Convenience Stores • Online Retail Channels • Other Distribution Channel The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Skincare industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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North America Face wash & Cleanser Market Outlook, 2028

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