| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| CAGR | 5.20 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | Asia Pacific |
| Market Concentration | High |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Facial Cleanser and Toner Market Analysis
The Facial Cleansers and Toners Market is expected to register a CAGR of 5.2% during the forecast period.
- Increasing disposable incomes in developing markets isdriving the usage of cosmetic products from the point of view of increased adoption and increased usage of premium products. This trend is also driven by the increased penetration of organized retail and online channels for sales of this category of products.
- Natural brands are increasingly out-growing traditional brands when it comes to product categories such as facial cleansers and toners. Increasing preference for indie-brands is also driving the market with such brands having a clear market opportunity in terms of marketing through social media and selling through online channels, which incentivize their low-cost go-to-market strategies.
Facial Cleanser and Toner Market Trends
Emergence of Online Retail Channel
Facial cleansers and toners are categories that were believed to be dependent on experiential purchase. However, consumers in major markets across the world are increasingly becoming confident about purchasing personal care products online, moving the traditional try-and-buy purchasing model to a buy-and-try model. In 2019, the top 1000 beauty and personal care retailers had combined online sales worth USD 10.23 billion. Online retail has also been pushing the indie-trend to the forefront with new entrants becoming comfortable entering the market exclusively through online channels, which eliminates the need for them to invest in costly marketing and distribution infrastructure. Cross-border e-commerce has also provided a major fillip to the global expansion of brands. Chinese brands have been able to tap much of the market in countries in Southeast Asia because of the well-established cross-border e-commerce trade in the region.
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Asia-Pacific Driving Market Growth
Companies in the Asia-Pacific region are maintaining their cutting-edge innovation in product development and the large population base and increasing levels of disposable incomes in most of the emerging markets in the region are driving the growth of the market. The market is led by innovations by companies from Japan and South Korea. From a consumer standpoint, as the Chinese market is reaching stagnation, India and countries in the Southeast Asian region are fast emerging as major markets. Increased celebrity endorsements and preferences for fair skin have been trends that are driving the facial cleansers and toners market in India.
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Facial Cleanser and Toner Industry Overview
The Global Facial Cleansers and Toners Market is consolidated with the top global players such as Unilever Plc., Procter & Gamble, L'oreal and Revlon, Inc. occupying significant market shares. However, there is a strong presence of local and regional brands as well as a host of indie players and private labels which intensify the competition in this category.
Facial Cleanser and Toner Market Leaders
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Unilever Plc.
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Procter & Gamble Company
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Revlon, Inc.
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L'oreal
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TLC Hygienic Cosmetic Pty Limited
- *Disclaimer: Major Players sorted in no particular order
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Facial Cleanser and Toner Industry Segmentation
The global facial cleansers and toners market is segmented by product type into facial toners and by distribution channel into supermarkets/hypermarkets, specialist retailers, convenience stores, online channels, and other distribution channels. The segmentation by geography provides insights into the key trends in the top markets for this category.
| Type | Facial Cleansers | ||
| Facial Toners | |||
| Distribution Channel | Supermarkets/Hypermarkets | ||
| Specialist Retailers | |||
| Convenience Stores | |||
| Online Channel | |||
| Other Channels | |||
| Geography | North America | United States | |
| Canada | |||
| Mexico | |||
| Rest of North America | |||
| Europe | Germany | ||
| United Kingdom | |||
| France | |||
| Spain | |||
| Russia | |||
| Italy | |||
| Rest of Europe | |||
| Asia Pacific | China | ||
| India | |||
| Japan | |||
| Australia | |||
| Rest of Asia-Pacific | |||
| South America | Brazil | ||
| Argentina | |||
| Rest of South America | |||
| Middle East and Africa | United Arab Emirates | ||
| Saudi Arabia | |||
| South Africa | |||
| Rest of Middle East and Africa | |||
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Facial Cleanser and Toner Market Research FAQs
What is the current Facial Cleansers and Toners Market size?
The Facial Cleansers and Toners Market is projected to register a CAGR of 5.2% during the forecast period (2025-2030)
Who are the key players in Facial Cleansers and Toners Market?
Unilever Plc., Procter & Gamble Company, Revlon, Inc., L'oreal and TLC Hygienic Cosmetic Pty Limited are the major companies operating in the Facial Cleansers and Toners Market.
Which is the fastest growing region in Facial Cleansers and Toners Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Facial Cleansers and Toners Market?
In 2025, the Asia Pacific accounts for the largest market share in Facial Cleansers and Toners Market.
What years does this Facial Cleansers and Toners Market cover?
The report covers the Facial Cleansers and Toners Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Facial Cleansers and Toners Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Facial Cleanser and Toner Industry Report
Statistics for the 2025 Facial Cleansers and Toners market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Facial Cleansers and Toners analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
