These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Go-To's Juicy Gel is a gentle, soap-free cleanser with a unique jelly-like texture that effectively removes impurities without stripping the skin's natural oils. This product pushes the hydrating serum cleanser trend by incorporating ingredients typically found in hydrating serums, such as cucumber extract for a cooling, plumping effect, and lotus root water to soothe and balance the skin. Reviews praise its ability to leave the skin feeling soft, nourished, and refreshed, embodying the trend's goal of a cleanser that provides a tangible hydration boost. Its ultra-soothing formula is designed to maintain a happy and balanced skin barrier, making it suitable even for sensitive skin types.
Key Product: Juicy Gel Gentle Gel Cleanser
MARKET LEADER
Esmi Skin Minerals offers a unique take on the hydrating cleanser trend with its Probiotic Skin Mylck Cleanser. This creamy formula goes beyond simple cleansing by incorporating probiotic lysates to support a healthy skin microbiome and strengthen the skin's natural defenses. This "serum-like" functionality helps to heal and calm the skin, making it particularly beneficial for sensitive or inflamed conditions. The inclusion of aloe vera and green tea extract further enhances its hydrating and soothing properties, ensuring the skin is not left feeling dry or tight. By focusing on barrier repair and balancing the skin's bacteria, this cleanser acts as a treatment step, pushing the boundaries of what a cleanser can achieve.
Key Product: Probiotic Skin Mylck Cleanser
MARKET LEADER
Bangn Body's Hydrating Facial Cleanser is a 2-in-1 gel formula that functions as both a cleanser and a gentle makeup remover, a popular feature for streamlined routines. It champions the hydrating serum cleanser trend by being packed with humectants like glycerin and Sodium PCA, which draw moisture into the skin. The formula also includes antioxidant-rich ingredients like green coffee bean and pineapple fruit extracts to brighten and reduce redness. This cleanser is designed to effectively purify pores while leaving the skin feeling soft, bright, and glowing, delivering a hydrated, plump feel that is characteristic of a serum application. Its fragrance-free formula is also suitable for all skin types, including sensitive skin.
Key Product: Hydrating Facial Cleanser
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend shows strong upward momentum in search interest, coupled with significant cultural relevance driven by popular beauty trends. While sales volume data is unavailable, the sustained increase in searches suggests growing commercial traction.
Search interest for hydrating serum cleansers has shown a consistent upward trend, indicating growing consumer demand. The popularity of the 'glass skin' trend and the focus on hydration in skincare routines are driving this interest.
Google Trends (12 Months)
TikTok Posts
43 posts analyzed
2 posts analyzed
Go-To Skincare
An author, former beauty editor, and entrepreneur, she founded the skincare brand Go-To. Her relatable approach to beauty and extensive knowledge has made her a significant trendsetter in the Australian market.
tbh Skincare
The co-founder of tbh Skincare, a brand popular with younger consumers. A Gen Z entrepreneur who has leveraged social media fame to build a strong online presence for the brand, which focuses on gentle solutions for breakout-prone skin.