Top Picks: Must-Try Cleanser Brands for Radiant Skin

Finding the perfect facial cleanser is a game-changer in any skincare routine, as it sets the foundation for healthy, glowing skin. With countless options on the market, choosing the right one can be overwhelming. The best cleansers are those that effectively remove dirt, oil, and makeup without stripping the skin of its natural oils. For a curated list of top brands that promise a refreshing cleanse, keep reading below.

Illustration of cleanser

Best brands of cleanser in 2025

Cetaphil

Cetaphil is a leading skincare brand, renowned for its gentle and effective cleansers, with a significant market presence; in 2020, it held a 15% market share in the United States. The brand has been recommended by dermatologists for over 70 years and is available in more than 70 countries. Cetaphil's products are specially formulated to care for all types of sensitive skin, using ingredients like niacinamide, Panthenol, and hyaluronic acid. Its iconic Gentle Skin Cleanser, introduced in 1947, remains a best-seller and is hypoallergenic and non-comedogenic. Cetaphil's popularity extends to younger generations, ranking as the No. 3 most popular skincare brand for Gen Z in 2020. For more insights on why Cetaphil is good for your skin, visit their official website.

CeraVe

CeraVe is renowned as one of the top producers of cleansers, with a significant presence in the U.S. skincare market. The brand boasts a 76% brand awareness among face care users, and 29% of these users actively use CeraVe products. Its Hydrating Cream-to-Foam Cleanser is particularly praised for its gentle, effective, and skin-barrier-friendly formula, which includes essential ceramides. In terms of market performance, CeraVe generated $22.6 million in total revenue in April 2024 and had a branded search volume of 5.8 million during the same period. The brand's products are highly recommended by dermatologists and are known for their affordability and effectiveness. To explore more, consider reading about the best CeraVe products.

Neutrogena

Neutrogena is a leading brand in the skincare industry, particularly renowned for its facial cleansers, with a significant market share of 14.1% since 2019. The brand's products are dermatologist-recommended and cater to various skin types, offering a range of cleansers that combine cleansing, exfoliating, and moisturizing properties. Neutrogena's popularity is driven by its commitment to healthy and beautiful skin, as well as its innovative products such as the Ultra Gentle Daily Facial Moisturizer and the 0.1% Adapalene Gel Acne Treatment. The brand's strong presence is further enhanced by its engagement with consumers through tools like Skin360, which provides personalized skincare recommendations. Neutrogena's influence is also bolstered by social media and beauty influencers who promote its products as essential components of daily skincare routines. For more information about their products, visit their official website.

La Roche-Posay

La Roche-Posay, a renowned French skincare company founded in 1975, is highly regarded for its advanced and clinically tested cleansers, particularly suitable for sensitive skin. Their products, such as the Cicaplast line, are infused with thermal spring water and ingredients like Vitamin B5, shea butter, and panthenol, which help soothe, protect, and regenerate fragile skin. La Roche-Posay holds a significant market share, with 4% of the skincare market in 2022, and their products are free of fragrances and parabens, making them safe for all skin types. The brand's commitment to using high-quality ingredients and the latest technology has earned it the highest level of safety certification from the European Union. La Roche-Posay's products are widely recommended for their effectiveness and gentle care. For more insights, explore the miracle of La Roche-Posay Cicaplast, a powerful skincare solution for sensitive skin.

Bioderma

Bioderma is renowned as one of the top producers of facial cleansers, particularly celebrated for its micellar water, which is a worldwide cult favorite. The Sensibio H20 micellar water, for instance, is alcohol and fragrance-free, making it ideal for sensitive skin. This product is part of a broader market that saw the global facial cleanser sector valued at USD 2.15 billion in 2022, with a projected growth to USD 8.27 billion by 2030 at a CAGR of 5.41%. Bioderma's products are highly regarded for their gentle, non-astringent formulas that effectively remove makeup and impurities without leaving residue. The brand's popularity is further enhanced by its biodegradable and environmentally friendly offerings, such as the Sensibio H20 Wipes.

Drunk Elephant

Drunk Elephant is a highly regarded brand in the skincare industry, particularly for its cleansers, with 10% of face care users in the United States relying on their products. Known for its commitment to using skin-friendly, research-backed ingredients, Drunk Elephant avoids the "Suspicious 6" ingredients that can cause skin issues. The brand's Beste No. 9 Jelly Cleanser is praised for its gentle and effective cleansing, leaving skin feeling clean and soft. With a brand awareness of 39% among face care users, Drunk Elephant has established a loyal customer base, where 70% of users are likely to use the brand again. This loyalty and effectiveness have made Drunk Elephant a staple in many skincare routines.

Kiehl's

Kiehl's is renowned as one of the top producers of high-quality cleansers, boasting a loyal customer base and significant market presence. The brand's male cosmetics revenue in the United States was projected to reach $562 million in 2021, highlighting its strong market position. With 39% of its overall sales coming from male consumers, Kiehl's has successfully penetrated the growing male skincare market. The brand's products, such as its cream-to-foam cleanser, are praised for their effectiveness and gentle, sulfate-free formulation. Kiehl's enjoys a brand awareness of 42% among male cosmetics users in the U.S., with 78% of its users showing loyalty to the brand.

The Ordinary

The Ordinary is renowned as one of the best producers of cleansers, particularly with its Squalane Cleanser, which is highly praised for its gentle and effective cleansing properties. This product is favored for its ability to remove all traces of impurities and makeup, including waterproof mascara, without leaving a greasy residue or drying out the skin. The brand enjoys a significant presence in the U.S. market, with 40% of face care users aware of the brand and 7% actively using it, demonstrating a loyal customer base where 71% of users are likely to use the brand again. The Ordinary's commitment to performance over elegant textures has made it a staple for budget-conscious consumers seeking high-quality skincare. With a price point of PS5.50, it offers excellent value for its cleansing power.

Fresh

Fresh, a renowned brand in the skincare industry, is esteemed for its high-quality facial cleansers that cater to various skin types and needs. With the global facial cleanser market projected to grow at a CAGR of 5.8% from 2024 to 2032, reaching USD 21.6 billion by 2032, Fresh is well-positioned to capitalize on this trend. The brand's products, often formulated with natural and organic ingredients, align with consumer preferences for clean and sustainable skincare, driving significant market share. For instance, the Asia-Pacific region, a key market for facial cleansers, is expected to grow at a CAGR of 8.2% from 2024 to 2031, and Fresh's presence in this market is notable. Fresh's commitment to innovation and customer satisfaction has made it a favorite among consumers seeking effective and gentle skincare solutions.

Tatcha

Tatcha is renowned as one of the top producers of high-quality cleansers, inspired by Japanese beauty rituals and utilizing natural ingredients like green tea, rice, and algae. Founded in 2009 by Victoria Tsai, the brand has gained a cult following for its effective and gentle products, such as the Rice Wash cleanser and the Deep Cleanse Exfoliating Cleanser. Tatcha's products are highly regarded for their natural components and exceptional product experience, contributing to the brand's significant growth in the skincare market. The brand's success is also attributed to its strong social media presence and influencer marketing strategies. Acquired by Unilever in 2019, Tatcha continues to expand its global reach and market share in the premium skincare sector. For more information on their product offerings, visit their official website.