The facial cleansing category is seeing the fastest growth in the market.
Kimberly-Clark made its way into the growing facial cleansing category with a new line under its Kleenex brand. The line includes facial cleansing wipes, exfoliating cushions, eye makeup removers, and more.
The eco-friendly Honest Company offers new 3-in-1 facial towelettes that are enriched with naturally-derived olive oil and plant botanicals to help effectively dissolve and remove makeup and hydrate skin without rinsing. The brand’s sister company, Honest Beauty, is also offering a new line of facial cleansing wipes.
Procter & Gamble’s skin care brand Olay added {See Spot Swipe!} Oil-Reducing Wet Cloths to its Fresh Effects line of products. Infused with skin-awakening citrus and mint essences, the wipes feature patented Exfoli-dots to help users exfoliate skin while removing dirt, oil and make-up.
A totally novel approach to the facial cleansing category are Zekes Beard Wipes. Dubbed a “mobile beard bath,” the wipes are made with essential oils like coconut oil, jojoba oil, and argan oil, specifically selected because they are optimal for cleaning and conditioning beards.
Ever clean your toddlers face with a baby wipe? They probably didn’t like the taste too much. So two moms from Colorado invented NeatCheeks—flavored face wipes for cleanings kids’ faces after a messy meal. A new “Just Peachy” flavor debuted last year.
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