When it comes to selecting a face wash, navigating the myriad of brands available can be an overwhelming task. With different skin types and concerns—from dryness to acne—it's essential to find a brand that not only cleanses effectively but also maintains the skin's natural balance. Renowned brands like Cetaphil, Neutrogena, and CeraVe offer dermatologist-recommended options catering to various skin needs. To discover more about these top brands and find the perfect face wash for your skin type, explore the comprehensive list below.
Illustration of face wash
Best brands of face wash in 2025
Cetaphil
Cetaphil is a leading skincare brand, renowned for its gentle and effective face wash products, which have been recommended by dermatologists for over 70 years. In 2020, Cetaphil held a significant 15% market share in the United States, reflecting its strong presence and popularity among consumers. The brand's success is attributed to its trustworthy, simple, and dermatologist-recommended products, which are specially formulated to care for all types of sensitive skin. Cetaphil's products, such as the iconic Gentle Skin Cleanser, are hypoallergenic and non-comedogenic, making them ideal for sensitive skin. With a wide range of products available in over 70 countries, Cetaphil continues to be a top choice for skincare needs.
La Roche-Posay
La Roche-Posay is renowned as one of the best producers of face wash, celebrated for its innovative and effective skincare products. In 2022 and 2023, the brand was recognized as the fastest-growing skincare brand, with impressive growth rates of 46% in dollar sales and 48% in unit sales for 2022, and continued growth in 2023 according to NielsenIQ. Recommended by over 90,000 dermatologists worldwide, La Roche-Posay is committed to pioneering life-changing skincare, leveraging its exclusive selenium-rich La Roche-Posay Thermal Spring Water and stringent clinical testing protocols. The brand's products are developed with a minimal number of ingredients and undergo rigorous efficacy and safety testing, making them a trusted choice for various skin types and concerns. La Roche-Posay's innovative approach includes health tech solutions like the My Skin Track UV sensor and the Effaclar Spotscan web app. For more information, visit their official website.
Neutrogena
Neutrogena, a renowned brand in the skincare industry, has been a leading producer of facial cleansers, although it has faced recent challenges. Since 2019, Neutrogena held a significant market share of 14.1% in the skincare market, but this has plummeted to less than 14% in 2023 from 23% in 2019. The brand is known for its science-backed skincare products, such as its clear liquid soap formula and innovative products like Oil-Free Moisturizer and Hydro Boost. Despite its historical dominance, Neutrogena has lost ground to competitors like CeraVe and L'Oreal's skincare brands, particularly among dermatologist recommendations.
CeraVe
CeraVe has established itself as a leading skincare brand, particularly renowned for its face wash products, which are developed in collaboration with dermatologists to ensure clinical efficacy and safety. In 2021, CeraVe achieved $1 billion in sales, marking a 75% year-over-year growth and securing its position as the No. 3 brand in the dermocosmetics market. The brand's products, which include a unique blend of three essential ceramides, hyaluronic acid, and fatty acids, are favored by 29% of face care users in the United States, with a high brand awareness of 76%. CeraVe's Multivesicular Emulsion (MVE) technology provides long-lasting hydration and has contributed to its success, especially among younger, digitally savvy consumers. The brand's influencer marketing strategy has also been highly effective, leading to a significant increase in earned media value and social media engagement.
Aveeno
Aveeno stands out as one of the leading producers of face wash, boasting a brand awareness of 84% among face care users in the United States, with 31% of these users actively using Aveeno products. The brand's loyalty is evident, with 87% of its users likely to use Aveeno again. In the UK, Aveeno's brand awareness is at 69%, with 18% of face care users utilizing its products. Aveeno's commitment to natural ingredients and sustainability, such as its GAIA(tm) process to minimize environmental impact, further enhances its reputation. The brand's Prebiotic Oat formula is clinically proven to promote healthier-looking skin. For more information, visit their official website.
Kiehl's
Kiehl's is a leading skincare and cosmetics brand, particularly notable for its strong presence in the face wash market. In the United States, Kiehl's holds a significant position, with 9% of male cosmetics users utilizing its products, and a brand awareness of 42% among male cosmetics users as of 2022. The brand's male cosmetics revenue in the U.S. was projected to reach $562 million in 2021, highlighting its market influence. Kiehl's products, such as the Midnight Recovery Concentrate and Creamy Eye Treatment With Avocado, are highly regarded for their quality and effectiveness, contributing to the brand's loyal customer base. With a strong market share and high customer loyalty, Kiehl's stands out as a top producer in the skincare industry.
Origins
Origins is a renowned brand in the skincare industry, particularly celebrated for its effective and nature-infused face wash products. The Checks and BalancesTM Frothy Face Wash, for instance, is a best-seller that gently cleanses all skin types, including dry, oily, and combination skin, using key ingredients like Spearmint Leaf Oil and Tourmaline. This product is part of Origins' commitment to sustainability, with new packaging made from 41% post-consumer recycled (PCR) material and a broader portfolio reduction of 35% in plastic use, equivalent to saving 2,000,000 plastic water bottles. Origins also adheres to stringent EU regulations, formulation without over 1,500 unwanted ingredients. The brand's focus on natural ingredients and sustainability aligns with consumer preferences, contributing to its strong presence in the facial cleanser market.
Drunk Elephant
Drunk Elephant is renowned as one of the top skincare brands, particularly for its face wash products, such as the Beste No. 9 Jelly Cleanser, which is praised for its mild, non-sensitizing, and effective cleansing properties suitable for all skin types. The brand achieved significant growth, with global net sales of $120 million in 2019 and a 61% increase from 2018, solidifying its position as a leading skincare brand at retail partners like Sephora. Drunk Elephant's products are free from harmful ingredients like fragrance and essential oils, making them a favorite among users, with 10% of face care users in the U.S. utilizing the brand. The Beste No. 9 Jelly Cleanser is particularly popular for its ability to remove makeup and impurities without drying the skin, making it a staple for many skincare routines. For more information on the best Drunk Elephant products, visit Cosmopolitan.
Murad
Murad is a renowned brand in the skincare industry, particularly celebrated for its high-performance face wash products. Founded by Dr. Howard Murad, a board-certified dermatologist and trained pharmacist, the brand has set a new standard for clinical skincare since its inception in 1990. Murad's Clarifying Cleanser, for instance, contains 1.5% salicylic acid and is praised for its effectiveness in combating acne, large pores, and milia, making it a staple for acne-prone, combination, and oily skin types. The brand's commitment to cruelty-free and scientifically proven formulas has earned it a significant place in the global facial cleanser market, which is expected to grow to USD 8.27 billion by 2030 at a CAGR of 5.41%. Murad's products are backed by extensive research and have been recognized for their innovative approach to skin health.
Bioderma
Bioderma is renowned as one of the top producers of face wash, particularly known for its gentle and effective products tailored for various skin types. The brand's Sensibio H2O Micelle Solution is a standout, designed for sensitive skin and praised for its mild, non-astringent formula. Bioderma's products are part of the broader face wash market, which is expected to grow significantly, with the global face wash market projected to reach USD 42.4 billion by 2031, growing at a CAGR of 6.2% from 2023 to 2031. Bioderma's ranges, such as the Sebium and Atoderm lines, cater to combination oily, dry, and atopic skin types, making it a versatile and trusted brand in the skincare industry.
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