South Asia Facial Cleanser Market Size - Skin Type, By Product Type, Consumer Group, End User, Distribution Channel Analysis, Share, Growth Forecast, 2024 - 2032

South Asia Facial Cleanser Market Size

The South Asia facial cleanser market was valued at around USD 822.05 million in 2023 and is estimated to grow at a CAGR of around 5.9% from 2024 to 2032. The South Asian market for facial cleansers is expanding on the back of increasing consumer education on skincare.
 

The country has recorded a strong growth in the number of beauty influencers, with over 1,000 creators on Instagram, YouTube, and other popular platforms. The popularization of skin and beauty care routines through social media and these beauty and wellness influencers has led to increased awareness surrounding skincare and cleansing products. Skincare companies and dermatologists are now focusing on educating people about the importance of facial cleansers for skin health. There is growing demand for cleansers targeted to different skin types and problems. Moreover, spending on skincare products has increased due to changing lifestyle patterns and a growing emphasis on self-grooming, which positively impacts the market for facial cleansers in the region.
 

In addition, the surge of e-commerce greatly helps in the growth of the South Asia facial cleanser market. With online platforms, brands are able to launch new products along with special offers, which widens the scope of consumers. For instance, Mama earth and MC caffeine have launched exclusive products on their company websites and e-commerce platforms such as Nyka, Amazon, and other beauty commerce sites as well. It is now easier for consumers to access a variety of brands of facial cleansers at very affordable prices through e-commerce rather than buying from retail stores. Moreover, the ability to read reviews and ratings enables consumers to be more confident in using new products. Hence, it can be asserted that with the increase in digital shopping in this region, more brands are likely to improve their e-commerce approaches, which will make the market even more competitive.
 

South Asia Facial Cleanser Market Trends

There is an evident inclination of consumers towards natural and organic facial cleansers in South Asia. Cleansers lacking harmful chemicals and artificial additives are becoming increasingly mainstream, which highlights a larger trend towards eco-friendly and healthier options. As a result, brands are adding more herbal, plant-based, and sustainably cultivated materials into their products. For instance, Procter & Gamble and indie brand HiBar have adopted innovative approaches by introducing waterless products to reduce bathroom packaging, while also providing eco-friendly options. P&G, which has set itself apart from the competition, introduced a revolutionary formula consisting of eight ingredients. All eight ingredients are expertly spun into long threads, woven together, and finally crafted into a convenient single-use wash square. This contouring not only addresses the rising demands for safer skincare but also serves as an impetus towards eco-friendliness, stimulating a new trend.
 

South Asia Facial Cleanser Market Analysis

In the regions of South Asia such as India and Sri Lanka, the facial cleanser market is characterized by intense competition. The marketing environment is very competitive, and new entrants have difficulties differentiating themselves to better attempt to capture market share. There are also many other considerations, like a variety of consumer tastes and skincare routines, which makes things even more difficult. This means brands have to be on their toes to keep up with changing trends and regional preferences. Also, as brand sensitivity has risen, competition has stepped up, and consumers have started to care more about prices than the brands they purchase. Therefore, companies tend to use cutthroat price strategies, which deplete profit margins and damage the growth of the market in a broader context.
 

• Based on skin type, the south asia facial cleanser industry is segmented into normal skin, oily skin, dry skin, sensitive skin, combination skin and others. The normal skin type has emerged as the dominant type accounting for a revenue of USD 257.4 million and is anticipated to grow at a CAGR of 6.4% during the forecast period. The market for normal skin type facial cleansers leads the competition because of its dominance in the segment and is expected to rise at a CAGR of 6.4% in the forecast period, achieving revenues of USD 257.4 million. This trend is consistent with the status of the Indian market where normal skin type segments are dominant. Comprehensively, several key reasons explain the situation. A significant part of the Indian population has what is described as normal skin, where the skin has balanced moisture levels and little to no issues, which means a large number of consumers are actively looking for products designed for their skin type. With the increased awareness of the benefits of skincare, usage of facial cleanser has increased remarkably. With this demand also came a boom in the supply of skincare products, which included a wide variety of facial cleansers such as gel and cream and foam for normal skin. These products are also cheap, which increases their availability, while the lack of chemicals makes them appealing to health-conscious buyers, so these factors together strengthen the position of normal skin type within the facial cleanser market of South Asia.
   

• Based on the consumer group, the South Asia facial cleanser market is categorized into male, female and unisex. The female consumer group segment held around 48% of the total market share in 2023 and is anticipated to grow at a CAGR of 6.1% during the forecast period. There are many facial cleanser brands available in South Asia, and women are the main users. For them, skincare and personal beauty is something they need to do every day. Women are also more likely to respond to the advertising and pro-beauty culture, which means they are more eager to spend money on skincare products with the help of strong marketing. Additionally, women are encouraged to try new products because of social media and new beauty standards. More and more women are entering the workforce, which means they have more money to spend, and so more of this money is spent on better skincare products, ensuring that they remain the dominant demographic for these products.
   

• India dominates with an overall market share of around 35.69% in 2023 and is anticipated to grow at a CAGR of 6.1% during the forecasted time period. The country is experiencing tremendous growth in the South Asia Facial Cleanser market due to an increase in the disposable income of its citizens. There is also greater demand for skincare products, especially facial cleansers, as people are getting more conscious about their looks, owing to the influence of social media, beauty influencers, and an overall increase in the focus of people on grooming.
   
• The increase in urban population coupled with the change in preferences towards more focused skincare items such as herbal and organic cleansers has further propelled the market. A large range of products designed for different skin types and concerns have been launched, which has broadened the target market in India, increasing its dominance in this region.
   

South Asia Facial Cleanser Market Share

In 2023, these industry leaders such as Hindustan Unilever, Himalaya Wellness, Emami, L'Oreal, and Procter & Gamble had a combined share of 35% to 40% of the market. These market leaders are now more involved in acquisitions, mergers, expansions, and new investments so that they can strengthen their market share further.
 

In order to meet the latest demands of the marketplace, suppliers are tweaking product formulations and focusing on more natural inputs, and at the same time, taking care to make more attractive designs for product packaging and using environmentally friendly materials.
 

South Asia Facial Cleanser Market Companies

Major players operating in the south asia facial cleanser industry are:

• Beiersdorf
• Emami
• Forest Essentials
• Galderma India
• Himalaya Wellness
• Hindustan Unilever
• Kaya Skin
• Kiehl's
• L'Oreal
• Mary Kay
• Neutrogena
• Procter & Gamble
• Sephora India
• Shiseido
• The Body Shop
   

South Asia Facial Cleanser Industry News

• In July 2024, Emami is close to completing the purchase of men's grooming brand, The Man Company. Reports indicate that Emami is intending to acquire the remaining shareholding in The Man Company for around 400 crores rupees.
• March 2023 saw the introduction by Venus of their new dermaplaning skincare regimen comprising of three easy to use steps. The new Venus dermaplaning range includes a cleansing primer, a dermaplaning razor, and a hydrating serum for instantly glowing skin. The three products are conveniently part of the Venus for Facial Hair & Skin Care Collection, which was designed by dermatologists for skin care.
   

This South Asia Facial Cleanser market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Million) & volume (Thousand Units) from 2021 to 2032, for the following segments:

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Market, By Skin Type

• Normal skin
• Oily skin
• Dry skin
• Sensitive skin
• Combination skin
• Others

Market, By Product Type

• Gel cleanser
• Cream & lotion cleanser.
• Foaming cleanser
• Bar cleanser
• Others

Market, By Consumer Group

• Male
• Female
• Unisex

Market, By End-User

• Individual
• Commercial

Market, By Distribution Channel

• Online
  • E-commerce websites
  • Company websites
• Offline
  • Hypermarket/supermarket
  • Departmental stores
  • Others

The above information is provided for the following countries:

• India
• Sri Lanka
• Maldives