Facial Cleansers and Toners Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

The Global Facial Cleansers and Toners Market is segmented by Type into Facial Cleansers and Facial Toners, by Distribution Channel into Supermarkets/Hypermarkets, Specialist Retailers, Convenience Stores, Online Channel, and Other Channels, and by Geography.

Facial Cleansers & Toners Market Size

Facial Cleansers And Toners Market Size
Study Period: 2018 - 2028
Fastest Growing Market: Asia Pacific
Largest Market: Asia Pacific
CAGR: 5.2 %

Major Players

Facial Cleansers And Toners Market Key Players

*Disclaimer: Major Players sorted in no particular order


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Facial Cleansers & Toners Market Analysis

The Global Facial Cleansers and Toners Market is projected to grow at a CAGR of 5.2% over the forecast period (2019-2024).

  • Increasing disposable incomes in developing markets is driving 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 Cleansers & Toners 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.

Facial Cleansers
Facial Toners
Distribution Channel
Specialist Retailers
Convenience Stores
Online Channel
Other Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
Rest of Asia-Pacific
South America
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 Cleansers & Toners Market Trends

This section covers the major market trends shaping the Facial Cleansers & Toners Market according to our research experts:

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.

Facial Cleansers And Toners Market Trends

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.  

Facial Cleansers And Toners Market Growth

Facial Cleansers & Toners 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 Cleansers & Toners Market Leaders

  1. Unilever Plc.

  2. Procter & Gamble Company

  3. Revlon, Inc.

  4. L'oreal

  5. TLC Hygienic Cosmetic Pty Limited

*Disclaimer: Major Players sorted in no particular order

"Unilever Plc.,  Procter & Gamble Company,  Revlon, Inc.,  L'oreal,  TLC Hygienic Cosmetic Pty Limited"

Facial Cleansers & Toners Market Report - Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Industry Attractiveness - Porter's Five Force Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Type

      1. 5.1.1 Facial Cleansers

      2. 5.1.2 Facial Toners

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Specialist Retailers

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Online Channel

      5. 5.2.5 Other Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Spain

        5. Russia

        6. Italy

        7. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. China

        2. India

        3. Japan

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. United Arab Emirates

        2. Saudi Arabia

        3. South Africa

        4. Rest of Middle East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Unilever Plc.

      2. 6.3.2 Procter & Gamble Company

      3. 6.3.3 Revlon, Inc.

      4. 6.3.4 L'oreal

      5. 6.3.5 TLC Hygienic Cosmetic Pty Limited

      6. 6.3.6 Avon Products Inc.

      7. 6.3.7 Estee Lauder Companies Inc.

    4. *List Not Exhaustive

**Subject to Availability
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Facial Cleansers & Toners Market Research FAQs

The Facial Cleansers and Toners Market is studied from 2018 - 2028.

The Facial Cleansers and Toners Market is growing at a CAGR of 5.2% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2018 - 2028.

Asia Pacific holds highest share in 2021.

Unilever Plc., Procter & Gamble Company, Revlon, Inc., L'oreal, TLC Hygienic Cosmetic Pty Limited are the major companies operating in Facial Cleansers and Toners Market.

Facial Cleansers and Toners Industry Report

Statistics for the 2023 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 to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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