Market Size of Facial Cleansers and Toners Industry
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| 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 |
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Facial Cleanser and Toner 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 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 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 | |||||||||
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Facial Cleansers and Toners Market Size Summary
The facial cleansers and toners market is experiencing significant growth, driven by increasing disposable incomes in developing regions and the rising adoption of premium cosmetic products. The expansion of organized retail and online sales channels has further fueled this trend, making these products more accessible to consumers. Natural and indie brands are gaining traction over traditional brands, leveraging social media marketing and online sales platforms to capitalize on cost-effective market entry strategies. This shift is transforming the purchasing behavior from a traditional try-and-buy model to a more confident buy-and-try approach, with consumers increasingly comfortable purchasing personal care products online. The growth of cross-border e-commerce has also facilitated the global expansion of brands, with Chinese companies successfully penetrating Southeast Asian markets.
In the Asia-Pacific region, innovation in product development is a key driver of market growth, supported by a large population base and rising disposable incomes. Japan and South Korea lead in product innovation, while India and Southeast Asian countries are emerging as major markets due to trends like celebrity endorsements and preferences for fair skin. The market is consolidated with major players such as Unilever, Procter & Gamble, L'Oréal, and Revlon holding significant shares. However, the presence of local, regional, indie brands, and private labels intensifies competition, offering consumers a diverse range of options.
Facial Cleansers and Toners Market Size - Table of Contents
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1. MARKET DYNAMICS
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1.1 Market Drivers
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1.2 Market Restraints
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1.3 Industry Attractiveness - Porter's Five Force Analysis
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1.3.1 Bargaining Power of Suppliers
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1.3.2 Bargaining Power of Buyers/Consumers
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1.3.3 Threat of New Entrants
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1.3.4 Threat of Substitute Products
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1.3.5 Intensity of Competitive Rivalry
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2. MARKET SEGMENTATION
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2.1 Type
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2.1.1 Facial Cleansers
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2.1.2 Facial Toners
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2.2 Distribution Channel
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2.2.1 Supermarkets/Hypermarkets
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2.2.2 Specialist Retailers
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2.2.3 Convenience Stores
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2.2.4 Online Channel
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2.2.5 Other Channels
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2.3 Geography
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2.3.1 North America
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2.3.1.1 United States
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2.3.1.2 Canada
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2.3.1.3 Mexico
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2.3.1.4 Rest of North America
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2.3.2 Europe
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2.3.2.1 Germany
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2.3.2.2 United Kingdom
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2.3.2.3 France
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2.3.2.4 Spain
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2.3.2.5 Russia
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2.3.2.6 Italy
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2.3.2.7 Rest of Europe
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2.3.3 Asia Pacific
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2.3.3.1 China
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2.3.3.2 India
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2.3.3.3 Japan
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2.3.3.4 Australia
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2.3.3.5 Rest of Asia-Pacific
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2.3.4 South America
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2.3.4.1 Brazil
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2.3.4.2 Argentina
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2.3.4.3 Rest of South America
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2.3.5 Middle East and Africa
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2.3.5.1 United Arab Emirates
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2.3.5.2 Saudi Arabia
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2.3.5.3 South Africa
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2.3.5.4 Rest of Middle East and Africa
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Facial Cleansers and Toners Market Size FAQs
What is the current Facial Cleansers and Toners Market size?
The Facial Cleansers and Toners Market is projected to register a CAGR of 5.20% during the forecast period (2024-2029)
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.
