Top Best-Selling Facial Cleansers in 2025

Based on current sales data from major retailers like Amazon, combined with expert reviews from dermatologists and beauty publications (updated through September 2025), the facial cleanser market emphasizes gentle, hydrating formulas that don’t strip the skin barrier. Popular trends include ceramide-enriched options for sensitive skin, K-beauty-inspired foaming cleansers, and acne-fighting variants with benzoyl peroxide or salicylic acid. CeraVe and Cetaphil dominate sales due to their affordability, efficacy, and widespread availability at drugstores.

Here’s a breakdown of the top 5 best-sellers, ranked by overall sales volume and popularity across sources. I’ve included key features, ideal skin types, and approximate pricing (which can vary by retailer).

1. CeraVe Hydrating Facial Cleanser

4.7 out of 5 Ratings

• [ ECZEMA FACE WASH ] Non-foaming cleanser for dry skin with a lotion-like consistency feels smooth as it cleanses, even on sensitive, dry skin. Fragrance-free, paraben-free, non-comedogenic and non-drying. Certified by the National Eczema Association
• [ MULTI-USE GENTLE CLEANSER ] Cream cleanser for face and/or body and can be used as a hand wash. Suitable for daily cleansing morning (AM) and night (PM) for normal to dry skin. Skin care for dry skin.
• [ HYDRATING FACE WASH ] Daily face wash with hyaluronic acid, ceramides, and glycerin to help hydrate skin without stripping moisture. Removes face makeup, dirt, and excess oil, provides 24-hour hydration and leaves a moisturized, non-greasy feel.
• CeraVe Skincare is developed with dermatologists and has products suitable for dry skin, sensitive skin, oily skin, acne-prone, and more.

2. Neutrogena Ultra Gentle Foaming Facial Cleanser

4.7 out of 5 Ratings

• Hydrating face wash for sensitive skin: Hydrates as it cleanses, maintaining the skin’s natural moisture barrier; non-stripping, soap free, and dye free formula leaves skin soft and comfortable after every wash. Suitable for daily skincare routines.
• Makeup remover and foaming face wash: Effectively removes makeup, excess oil, and impurities with a rich foaming lather; gentle enough for sensitive skin and safe for use around the eyes. Rinses clean without over-drying or clogging pores.
• Fragrance-free gentle face cleanser: Ultra gentle foaming formula cleanses sensitive skin without fragrance, soaps, or dyes; dermatologist developed and hypoallergenic for daily use with no irritation or residue. Non-comedogenic and rinses clean.
• Non-comedogenic daily face wash: Hypoallergenic, fragrance free, and soap free formula is safe for sensitive skin; rinses clean without residue and supports a healthy skin barrier. Perfect addition to any skincare for sensitive skin routine.

3. Cetaphil Face Wash

4.7 out of 5 Ratings

• IDEAL FOR DRY TO NORMAL, SENSITIVE SKIN: Hydrates and soothes as it cleanses, preserving skin’s moisture barrier, even after repeat washes
• NEW AND IMPROVED INGREDIENT BLEND: Now with hydrating glycerin and skin essential vitamins B5 (panthenol) and B3 (niacinamide).
•  Clinically proven to cleanse while hydrating, providing 48 hours of hydration when wiped off versus rinsing.
• DEVELOPED FOR EVEN THE MOST SENSITIVE SKIN: The hypoallergenic, non-comedogenic formula is free of fragrances, parabens and sulfates
• DERMATOLOGIST RECOMMENDED for Sensitive Skin

4. e.l.f. SKIN Holy Hydration! Daily Cleanser

4.7 out of 5 Ratings

GENTLE & HYDRATING formula leaves skin feeling clean, refreshed and moisturized with every wash. HOLY HYDRATION! DAILY CLEANSER is a gel-based foaming cleanser that easily and instantly washes away excess oil, impurities and makeup.

INFUSED with skin-loving ingredients Hyaluronic Acid to help hydrate the skin, and Ceramides to help retain the skin’s moisture barrier. VEGAN & CRUELTY-FREE: 100% vegan, e.l.f. is double-certified cruelty-free by Leaping Bunny & PETA.

5. Aveeno Positively Radiant Skin Brightening

4.7 out of 5 Ratings

• Moisture-rich soy extract: Antioxidant compounds plus proteins, lipids and carbohydrates hydrate while fine granules smooth uneven texture and support a soft, smooth, even-toned finish; comforts skin without tightness or dryness after rinsing
• Gentle exfoliation: Naturally derived granules provide daily exfoliation; hypoallergenic, non-comedogenic cleanser from a dermatologist-recommended brand for over 70 years, suitable for everyday use & sensitive skin.
• Exfoliating face scrub: Gently buffs away dead skin, surface impurities & excess oil. With naturally derived granules, non-comedogenic, oil-free, soap-free formula, designed to gently exfoliate for soft, smooth, even toned skin.

6. Bioderma Sensibio Foaming Gel Cleansing

4.7 out of 5 Ratings

Experience gentle cleansing with Bioderma Sensibio Foaming Gel. This fragrance-free micellar wash removes makeup, soothes and hydrates sensitive skin with coco glucoside. Sulfate, paraben and colorant-free, it’s perfect for daily use on all skin types.

Gentle micellar foaming gel makeup remover cleanser soothes and hydrates while removing makeup. Fragrance-free, sulfate-free, and perfect for all sensitive skin types.

7. TULA Skin Care

4.7 out of 5 Ratings

GENTLE & NOURISHING: Purifying gel-based face cleanser deeply cleans pores without over-drying. Tumeric, probiotic extracts, white tea & blueberry hydrate skin while removing dirt, oil, & makeup for a clean, clear complexion.

CLEANSE & CLARIFY: Refreshes skin leaving it purified & clarified. Removes dirt & makeup without overdrying. Perfect for acne-prone, normal, and combination skin and daily use. A gentle, hydrating part of your daily skincare routine.

8. First Aid Beauty Pure Skin Face Cleanser

4.7 out of 5 Ratings

• Antioxidant-Infused: Our powerful botanical antioxidant blend helps protect your skin while reducing irritation and inflammation
• pH-Balanced: Pure Skin Face Cleanser works to maintain skin’s natural acidity and helps reduce flare ups, making it perfect for dry, normal or combination skin types.
• Gentle Clean: Our sulfate-free and fragrance-free cleanser is strong enough to remove makeup, dirt, oil and grime without leaving your skin tight or dry.
• Dermatologist Tested: Our cruelty-free Cleanser is also vegan, gluten-free, nut-free, soy-free, silicone-free, safe for sensitive skin and nano-free.

9. Vanicream Gentle Facial Cleanser

4.7 out of 5 Ratings

• Helps remove makeup and excess skin oils without drying your skin.
• Leaves skin feeling clean and soft.
• Ideal for dry skin.
• Our mildest cleanser specifically formulated for daily facial use.

10. medicube Zero Foam Cleanser

4.7 out of 5 Ratings

• A must-have in your skincare routine as it helps to control sebum, maintain moisture, and minimize pores. It contains natural ingredients like Chlorogalum leaf and root extract, Wintergreen leaf extract, and Quince that work together to keep your skin healthy and glowing.
• The Chlorogalum leaf and root extract and Wintergreen leaf extract are naturally sourced salicylic acid that gently exfoliates dead skin cells without irritating the skin. Quince tightens the pores, leaving the skin feeling refreshed and balanced.
• Medicube Zero Foam Cleanser is a gentle facial cleanser specially designed for those with sensitive skin. It effectively removes dirt, oil, and impurities without causing irritation, leaving the skin feeling clean and refreshed.

11. Kiehl’s Ultra Facial Cleanser

4.7 out of 5 Ratings

A specially formulated gentle foaming cleanser that removes dirt and debris for a smoother and cleaner-looking complexion. Helps maintain skin’s natural balance without stripping or drying out the skin. Dissolves excess oil and removes dirt and debris. Cleanses without drying, and is pH balanced to be gentle on skin. Tenderly massage the cleanser onto damp facial area in upward circular motions. Rinse well or remove with a cloth.

Quick Tips for Choosing a Cleanser

• For oily/acne skin: Opt for foaming types with salicylic acid (e.g., Differin or Neutrogena variants, which rank high on Amazon).
• For dry/sensitive skin: Stick to milky or gel formulas with ceramides.
• Double cleansing? Pair an oil-based first cleanse (like K-beauty options) with one of these for makeup removal.
• Market projection: The global facial cleanser segment is expected to hit $24.8B by 2034, driven by natural and multifunctional products.

If you’re targeting a specific skin type or need reviews from social buzz (e.g., recent X posts highlight Eminence Organics’ award-winning Charcoal Exfoliating Gel Cleanser), let me know for more tailored recs!