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In 2025, facial cleansers were the most sold segment of the U.S. skincare market. That year, multi-outlets sold around * million units of facial cleanser and generated about **** billion U.S. dollars.

Facial cleansers: a must-have among U.S. consumers

Facial cleansers have become an integral part of many Americans’ skincare routines. Not only do these products help to clean the face from makeup, dirt, excess oil, and other environmental aggressors, but they also keep the skin looking radiant and healthy. Cleansers come in different forms and are catered to various skin types and needs. When it comes to brands, U.S. consumers are looking for both quality and affordability, and frequently turn to household brands like Cetaphil or private label alternatives.

U.S. skincare market is expected to grow

The United States was the world’s most lucrative market for skincare in 2025, based on market revenue. This figure is expected to grow in the future, as many U.S. consumers are showing an increased interest in the benefits of skincare.