Cleansers are surging.
As consumer interest in the category’s more targeted offerings rises — Spate reports average weekly TikTok views for “acne cleanser” and “cleansing milk” are up 546 percent and 396 percent, respectively, while Google searches for “water-based cleansers” are up 70 percent year-over-year — brands are working overtime to breathe innovation into the space.
Here, the latest cleanser launches by female-founded brands.
