脸部清洁膏市场－全球产业规模、份额、趋势、机会、预测：按产品类型、最终用途、分销管道、地区和竞争格局划分，2021-2031年

全球洁颜膏市场预计将从 2025 年的 16.8 亿美元成长到 2031 年的 26.3 亿美元，复合年增长率为 7.76%。

这些无水油基洗面乳采用独特的配方，固态膏体接触肌肤后会转化为油状，有效溶解彩妆和污垢，同时不会破坏肌肤的天然保湿屏障。市场成长主要得益于双重清洁的日益普及，以及消费者对稳定性更佳、更永续性的无水美容产品的需求不断增长。这些因素表明，这并非昙花一现的潮流，而是消费行为结构性转变的体现，他们正朝着更温和、更有效的清洁方式转变，即使是敏感肌肤也适用。

然而，该市场面临一个重大障碍：配方成本高昂，这迫使企业采取高端定价策略，并限制了进入大众市场。根据英国化妆品、盥洗用品及香水协会 (CTPA) 预测，到 2024 年，英国护肤品销售额预计将成长 12.2%，显示该产业经济环境强劲。儘管如此，浓缩型洁面膏与传统界面活性剂型洗面乳之间仍然存在显着的价格差距，这仍然是价格敏感型消费者购买的主要障碍，并限制了产品在更广泛零售渠道的渗透。

市场驱动因素

受韩国护肤理念的影响，双重清洁法的广泛普及是全球洁面膏市场的主要驱动力。此方法先使用油基洗面乳分解亲油性杂质，再使用水基洗面乳，使得洁面膏从小众产品跃升为必备护肤品。随着消费者越来越追求彻底清洁的同时保护皮肤屏障功能，对这种无水配方的需求也随之激增。贸易统计数据也印证了这一趋势，《海峡时报》报道称，韩国2024年1月的洁面产品出口量将比上年有所增长。

同时，新兴经济体可支配收入的成长和优质化趋势正在推动市场发展。随着购买力的提升，消费者正从基础卫生用品转向多步骤护肤，包括卸妆膏等高端产品，这使得收入来源在地理上更加多元化。例如，根据食品药品安全部2025年5月发布的报告，2024年阿联酋和印尼的化妆品出口分别成长了91%和69%。同时，在成熟市场，对高附加价值产品的需求依然强劲。根据《高端美容新闻》（Premium Beauty News）2025年2月发布的报告显示，美国奢华美容市场预计将成长7%，消费者对高品质个人保健产品的需求将进一步增强。

市场挑战

全球洁颜膏市场面临的一大障碍是配方成本高。这迫使品牌采取高端定价策略，严重限制了其在大众市场的渗透。与传统的水性洗面乳不同，无水洁面膏需要高浓度的昂贵天然油脂、乳木果油和蜡质。除了这些高价成分外，将固体转化为油固体的复杂生产流程也显着增加了生产成本。因此，品牌不得不将这些成本转嫁给消费者，将产品定位为奢侈品而非日常用品。

这种定价结构在以零售商为主导的大众市场中设置了很高的进入门槛，因为消费者通常追求性价比。根据欧洲化妆品协会（Cosmetics Europe）预测，2024年，护肤品将成为欧洲市场最大的类别，零售额将达到301亿欧元，但卸妆膏细分市场的成长受到其高价位的限制。由于无法与价格亲民的界面活性剂类产品有效竞争，卸妆膏未能占据全球脸部清洁市场的大部分份额，主要局限于高端通路。

市场趋势

活性成分配方的革新正在从根本上改变全球洁面膏市场，使其从简单的卸妆产品演变为以功效为导向的护肤品。配方师们正越来越多地将高浓度的活性成分，例如烟酰胺、维生素C和神经酰胺，融入无水基质中，模糊了清洁和精华液级护理之间的界限。这种「护肤化」使得消费者能够在清洁步骤中解决特定的肌肤问题，例如色素沉着和屏障功能维护，从而在基本清洁之外增添价值。这种注重功效的趋势也体现在行业业绩中；欧莱雅金融公司在2025年2月发布的报告显示，其皮肤科及化妆品部门实现了9.8%的同店销售增长，证实了消费者对经临床验证、以成分主导的护肤的需求日益增长。

同时，可重复填充和零浪费包装的普及正推动产品形式向更环保的方向转变，减少固态洗面乳产品常用的厚重塑胶容器对环境的影响。各大品牌纷纷推出高阶填充用装和可生物分解的包装盒，让消费者既能保留优质的外包装，又能减少重复购买造成的塑胶废弃物。这种循环设计策略既吸引了具有环保意识的消费者，也符合严格的国际包装循环使用法规。这种转变的规模在各公司的永续发展活动中得到了充分体现。根据穆迪大卫2024年10月发布的报告，雅诗兰黛公司2024财年71%的包装为可回收、可重复填充、可重复使用、由再生材料製成或可收藏。这表明，整个美容行业正在迅速采纳永续发展原则。

目录

第一章概述

第二章：调查方法

第三章执行摘要

第四章：客户心声

第五章：全球洁颜膏市场展望

• 市场规模及预测
  • 按金额
• 市占率及预测
  • 依产品类型（正常肌肤、敏感肌肤、油性肌肤、干性肌肤、混合性肌肤）
  • 依最终用途（女性、男性）
  • 分销通路（超级市场/大卖场、药局、线上通路、其他）
  • 按地区
  • 按公司（2025 年）
• 市场地图

第六章：北美洁颜膏市场展望

• 市场规模及预测
• 市占率及预测
• 北美洲：国别分析
  • 我们
  • 加拿大
  • 墨西哥

第七章：欧洲脸部清洁膏市场展望

• 市场规模及预测
• 市占率及预测
• 欧洲：国别分析
  • 德国
  • 法国
  • 英国
  • 义大利
  • 西班牙

第八章：亚太地区洁颜膏市场展望

• 市场规模及预测
• 市占率及预测
• 亚太地区：国别分析
  • 中国
  • 印度
  • 日本
  • 韩国
  • 澳洲

第九章：中东和非洲脸部清洁膏市场展望

• 市场规模及预测
• 市占率及预测
• 中东与非洲：国别分析
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 南非

第十章：南美洲脸部清洁膏市场展望

• 市场规模及预测
• 市占率及预测
• 南美洲：国别分析
  • 巴西
  • 哥伦比亚
  • 阿根廷

第十一章 市场动态

• 促进因素
• 任务

第十二章 市场趋势与发展

• 併购
• 产品发布
• 近期趋势

第十三章：全球洁面膏市场：SWOT分析

第十四章：波特五力分析

• 产业竞争
• 新进入者的潜力
• 供应商的议价能力
• 顾客权力
• 替代品的威胁

第十五章 竞争格局

• 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.

第十六章 策略建议

第十七章：关于研究公司及免责声明

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 Driver

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 Challenge

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'Oreal 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 Estee 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 Market Players

• 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, in addition to the industry trends which have also been detailed below:

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
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE

Competitive Landscape

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

Available Customizations:

Global Facial Cleansing Balm Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

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

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Facial Cleansing Balm Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Product Type (Normal Skin, Sensitive Skin, Oily Skin, Dry Skin, Combination Skin)
  • 5.2.2. By End Use (Women, Men)
  • 5.2.3. By Distribution Channel (Supermarkets/Hypermarkets, Pharmacy Stores, Online, Others)
  • 5.2.4. By Region
  • 5.2.5. By Company (2025)
• 5.3. Market Map

6. North America Facial Cleansing Balm Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Product Type
  • 6.2.2. By End Use
  • 6.2.3. By Distribution Channel
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Facial Cleansing Balm Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Product Type
      • 6.3.1.2.2. By End Use
      • 6.3.1.2.3. By Distribution Channel
  • 6.3.2. Canada Facial Cleansing Balm Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Product Type
      • 6.3.2.2.2. By End Use
      • 6.3.2.2.3. By Distribution Channel
  • 6.3.3. Mexico Facial Cleansing Balm Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Product Type
      • 6.3.3.2.2. By End Use
      • 6.3.3.2.3. By Distribution Channel

7. Europe Facial Cleansing Balm Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Product Type
  • 7.2.2. By End Use
  • 7.2.3. By Distribution Channel
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Facial Cleansing Balm Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Product Type
      • 7.3.1.2.2. By End Use
      • 7.3.1.2.3. By Distribution Channel
  • 7.3.2. France Facial Cleansing Balm Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Product Type
      • 7.3.2.2.2. By End Use
      • 7.3.2.2.3. By Distribution Channel
  • 7.3.3. United Kingdom Facial Cleansing Balm Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Product Type
      • 7.3.3.2.2. By End Use
      • 7.3.3.2.3. By Distribution Channel
  • 7.3.4. Italy Facial Cleansing Balm Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Product Type
      • 7.3.4.2.2. By End Use
      • 7.3.4.2.3. By Distribution Channel
  • 7.3.5. Spain Facial Cleansing Balm Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Product Type
      • 7.3.5.2.2. By End Use
      • 7.3.5.2.3. By Distribution Channel

8. Asia Pacific Facial Cleansing Balm Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Product Type
  • 8.2.2. By End Use
  • 8.2.3. By Distribution Channel
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Facial Cleansing Balm Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Product Type
      • 8.3.1.2.2. By End Use
      • 8.3.1.2.3. By Distribution Channel
  • 8.3.2. India Facial Cleansing Balm Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Product Type
      • 8.3.2.2.2. By End Use
      • 8.3.2.2.3. By Distribution Channel
  • 8.3.3. Japan Facial Cleansing Balm Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Product Type
      • 8.3.3.2.2. By End Use
      • 8.3.3.2.3. By Distribution Channel
  • 8.3.4. South Korea Facial Cleansing Balm Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Product Type
      • 8.3.4.2.2. By End Use
      • 8.3.4.2.3. By Distribution Channel
  • 8.3.5. Australia Facial Cleansing Balm Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Product Type
      • 8.3.5.2.2. By End Use
      • 8.3.5.2.3. By Distribution Channel

9. Middle East & Africa Facial Cleansing Balm Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Product Type
  • 9.2.2. By End Use
  • 9.2.3. By Distribution Channel
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Facial Cleansing Balm Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Product Type
      • 9.3.1.2.2. By End Use
      • 9.3.1.2.3. By Distribution Channel
  • 9.3.2. UAE Facial Cleansing Balm Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Product Type
      • 9.3.2.2.2. By End Use
      • 9.3.2.2.3. By Distribution Channel
  • 9.3.3. South Africa Facial Cleansing Balm Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Product Type
      • 9.3.3.2.2. By End Use
      • 9.3.3.2.3. By Distribution Channel

10. South America Facial Cleansing Balm Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Product Type
  • 10.2.2. By End Use
  • 10.2.3. By Distribution Channel
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Facial Cleansing Balm Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Product Type
      • 10.3.1.2.2. By End Use
      • 10.3.1.2.3. By Distribution Channel
  • 10.3.2. Colombia Facial Cleansing Balm Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Product Type
      • 10.3.2.2.2. By End Use
      • 10.3.2.2.3. By Distribution Channel
  • 10.3.3. Argentina Facial Cleansing Balm Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Product Type
      • 10.3.3.2.2. By End Use
      • 10.3.3.2.3. By Distribution Channel

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Facial Cleansing Balm Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. L'Oreal SA
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. Amorepacific US, Inc.
• 15.3. Unilever PLC
• 15.4. The Estee Lauder Companies
• 15.5. Procter & Gamble Ireland
• 15.6. L'Occitane Group
• 15.7. Space Brands Limited
• 15.8. Omorovicza Cosmetics Ltd.
• 15.9. EQUIP Co., Ltd.
• 15.10. PIXI - SJOVIK Ltd.

16. Strategic Recommendations

17. About Us & Disclaimer