Cleanser Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Cleanser sales on Amazon US totaled 1,199,000 units in July 2026 (▼ 23.8% vs. the prior month), generating an estimated $17,964,970 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 49.2% of unit volume and 50.0% of revenue, while a typical listing is priced at $14.35. The keyword itself pulled 46,409 Amazon queries over the same period (▲ 2.9% MoM).
Zooming out to the 12-month window ending July 2026, the cleanser Top 50 moved 14,426,050 units and $213,035,490 in cumulative sales — an average of 1,202,171 units and $17,752,958 per month. Monthly throughput topped out at 1,573,000 units in June 2026 and dipped to 727,000 in May 2026, leaving the latest reading 3.8% higher than August 2025.
Cleanser Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
1.2M
▼ 23.8% MoM
Monthly Revenue 2026/07
$18M
▼ 23.2% MoM
Top 10 Market Share 2026/07
49.2%
Cleanser Market Share & Sales Concentration on Amazon US — July 2026
The most-sold cleanser listing on Amazon US in July 2026 is ASIN B081KL2QYJ (Brand: PanOxyl), which sold 100,000 units at $10.12 apiece — equal to 8.3% of every unit tracked in this report and 25% ahead of the No. 2 listing.
The Top 10 ASINs account for 590,000 units and $8,983,300 in July 2026 — 49.2% of unit volume and 50.0% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Cleanser' on Amazon
July 2026
Is 49.2% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B081KL2QYJ
PanOxyl 10% Benzoyl Peroxide Acne Foaming Wash, Maximum Strength, Daily Acne-Fighting Face and Body Cleanser, Face Wash to Clear, Treat and Prevent Acne Pimples and Stubborn Breakouts, 5.5 Oz Tube | Maximum Strength, Antibacterial Daily Cleanser, Treats & Prevents Acne, Non-Comedogenic, Vegan, Unscented, All Skin Types
100K
▲ 0.0%vs. prior month
$1.1M
latest month
12-month trend
B00QY1XZ4W
Vanicream Gentle Facial Cleaner with Pump Dispenser, 8 Fl Oz, Formulated without Common Irritants for Sensitive Skin, Removes Makeup, Dirt & Excess Oils, Non-Comedogenic, pH-Balanced Face Wash
80K
▼ 11.1%vs. prior month
$797.6K
latest month
12-month trend
B0BVV8BNYJ
Anua Heartleaf Quercetinol Pore Deep Cleansing Foam, 5.07 fl.oz | Face wash for Pore Refining Cleanser, Hydrating Daily Cleanser For Double Cleansing, Gentle Foaming with BHA, Korean Skincare
60K
▼ 14.3%vs. prior month
$780K
latest month
12-month trend
B01N7T7JKJ
La Roche-Posay Toleriane Hydrating Gentle Facial Cleanser, with Niacinamide | Face cleanser with niacinamide & ceramides, safe for sensitive skin. Daily face wash for normal to dry skin, fragrance free.
60K
▼ 25.0%vs. prior month
$1.2M
latest month
12-month trend
B075WWYBJ7
Retainer Cleaner Tablets, Denture Cleaner, Mint, 4 Month Supply by M3 | Compatible with Retainer Cleaner Machine & Ultrasonic Retainer Cleaner, Helps Remove Tough Stains, Buildup, Odors & Plaque
60K
▼ 14.3%vs. prior month
$1.3M
latest month
12-month trend
B01MSSDEPK
CeraVe Hydrating Cleanser with Hyaluronic Acid, Face Wash for Dry Skin,16oz | Skin Care For Men and Women, Daily Cleanser & Makeup Remover with Glycerin & Ceramides, National Eczema Association Certified
60K
▲ 0.0%vs. prior month
$958.2K
latest month
12-month trend
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Best Cleanser Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
ANUA is the best-performing cleanser brand in July 2026, moving 110,000 units across 2 ASINs for 18.6% of Top 10 volume. CeraVe follows with 110,000 units (18.6%), ahead of PanOxyl on 100,000 units (16.9%).
Volume is spread across 7 brands, with the top three holding 54.2% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $10.12 to $15.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
ANUA
2 ASINs in Top 10
18.6%
Units
110K
Revenue
$1.6M
Avg. price
$15.00
B0BVV8BNYJ
$13.00·★4.6·20.7K revsAnua Heartleaf Quercetinol Pore Deep Cleansing Foam, 5.07 fl.oz | Face wash for Pore Refining Cleanser, Hydrating Daily Cleanser For Double Cleansing, Gentle Foaming with BHA, Korean Skincare
Units sold60KB0BN2PX8V3
$17.00·★4.4·28.5K revsAnua Heartleaf Pore Control Cleansing Oil, Korean Skincare, 6.76 fl.oz | Pore Cleanser, Sebum Care, Gentle Melting Oil Cleanser for Face, Safe For All Skin Type, Daily Hydrating Makeup Remover
Units sold50K
CeraVe
2 ASINs in Top 10
18.6%
Units
110K
Revenue
$1.8M
Avg. price
$15.97
B01MSSDEPK
$15.97·★4.7·132.6K revsCeraVe Hydrating Cleanser with Hyaluronic Acid, Face Wash for Dry Skin,16oz | Skin Care For Men and Women, Daily Cleanser & Makeup Remover with Glycerin & Ceramides, National Eczema Association Certified
Units sold60KB01N1LL62W
$15.97·★4.8·76.1K revsCeraVe Foaming Facial Cleanser, Face Wash for Oily Skin, 16fl oz | Skin Care with Hyaluronic Acid & Niacinamide, Makeup Remover, Daily Face Wash For Men & Women, Fragrance Free, Oil Control
Units sold50K
PanOxyl
1 ASIN in Top 10
16.9%
Units
100K
Revenue
$1.1M
Avg. price
$10.12
B081KL2QYJ
$10.12·★4.6·82.7K revsPanOxyl 10% Benzoyl Peroxide Acne Foaming Wash, Maximum Strength, Daily Acne-Fighting Face and Body Cleanser, Face Wash to Clear, Treat and Prevent Acne Pimples and Stubborn Breakouts, 5.5 Oz Tube | Maximum Strength, Antibacterial Daily Cleanser, Treats & Prevents Acne, Non-Comedogenic, Vegan, Unscented, All Skin Types
Units sold100K
Trending Cleanser Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B01N1LL62W booked 50K units at $15.97, with ▲ 25.0% MoM change. On the growth side, B0C7JJG6BB leads positive momentum with ▲ 100.0% MoM growth on 20K units, with B07JGH35XZ close behind at ▲ 50.0% MoM on 30K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B01N1LL62W
CeraVe Foaming Facial Cleanser, Face Wash for Oily Skin, 16fl oz | Skin Care with Hyaluronic Acid & Niacinamide, Makeup Remover, Daily Face Wash For Men & Women, Fragrance Free, Oil Control
Price
$15.97
Rating
4.8
Reviews
76.1K
Latest month sales
B0C7JJG6BB
CeraVe Acne Control Cleanser, Face Wash with 2% Salicylic Acid, 16 oz | Skin Care with Niacinamide, Acne Face Wash, Acne Treatment For Face, Ceramides, Fragrance Free, Gentle, Oil Absorbing Clay
Price
$14.99
Rating
4.7
Reviews
23.3K
Latest month sales
B07JGH35XZ
Bar Keepers Friend Powder Cleanser, 12 oz x 2, Multipurpose Cleaner, Degreaser & Remover for Burnt Stainless Steel Pots and Pans, Rust Stains, Hard Water Deposits & Soap Scum
Unlock to view ASIN details and product titles
Price
$15.74
Rating
4.7
Reviews
11.6K
Latest month sales
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