Exfoliating Face Wash Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Exfoliating Face Wash sales on Amazon US totaled 1,280,000 units in July 2026 (▼ 16.8% vs. the prior month), generating an estimated $20,382,100 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 59.4% of unit volume and 56.9% of revenue, while a typical listing is priced at $15.84. The keyword itself pulled 60,499 Amazon queries over the same period (▲ 7.3% MoM).
Zooming out to the 12-month window ending July 2026, the exfoliating face wash Top 50 moved 15,510,500 units and $251,708,083 in cumulative sales — an average of 1,292,542 units and $20,975,674 per month. Monthly throughput topped out at 1,539,000 units in June 2026 and dipped to 851,000 in May 2026, leaving the latest reading 0.3% lower than August 2025.
Exfoliating Face Wash 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
1.3M
▼ 16.8% MoM
Monthly Revenue 2026/07
$20.4M
▼ 19.1% MoM
Top 10 Market Share 2026/07
59.4%
Exfoliating Face Wash Market Share & Sales Concentration on Amazon US — July 2026
The most-sold exfoliating face wash listing on Amazon US in July 2026 is ASIN B071914GGL (Brand: The Ordinary), which sold 100,000 units at $13.50 apiece — equal to 7.8% of every unit tracked in this report.
The Top 10 ASINs account for 760,000 units and $11,604,300 in July 2026 — 59.4% of unit volume and 56.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Exfoliating Face Wash' on Amazon
July 2026
Is 59.4% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B071914GGL
The Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
100K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B07PBXXNCY
Clean Skin Club Clean Towels XL®, 100% USDA Biobased Face Towel, Disposable Face Towelette, Eczema Association Accepted, Makeup Remover Dry Wipes, Ultra Soft, 1 Pack, 50 Ct
100K
▲ 0.0%vs. prior month
$1.8M
latest month
12-month trend
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
B08BW46XXK
Vanicream Daily Facial Moisturizer, Face Cream with 5 Key Cermides & Hyaluronic Acid, 3 Fl Oz, Formulated Without Common Irritants for Sensitive Skin, Lightweight, Non-Greasy Hydration
100K
▲ 0.0%vs. prior month
$1.4M
latest month
12-month trend
B09V7Z4TJG
medicube Toner Pads Zero Pore Pad 2.0 for Exfoliation and Pore Care | Dual-Textured Facial Pad with 4.5% AHA Lactic Acid, 0.45% BHA Salicylic Acid - For All, Korean Skin Care, 70 Pads, 1 Pack
100K
▲ 0.0%vs. prior month
$1.8M
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
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Best Exfoliating Face Wash Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
ANUA is the best-performing exfoliating face wash brand in July 2026, moving 110,000 units across 2 ASINs for 14.5% of Top 10 volume. CeraVe follows with 110,000 units (14.5%), ahead of The Ordinary on 100,000 units (13.2%).
Volume is spread across 8 brands, with the top three holding 42.1% 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 $13.50 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
14.5%
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
14.5%
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·★4.8·104.1K 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
The Ordinary
1 ASIN in Top 10
13.2%
Units
100K
Revenue
$1.4M
Avg. price
$13.50
B071914GGL
$13.50·★4.7·60.9K revsThe Ordinary Glycolic Acid 7% Exfoliating Toner, Brightening and Smoothing Daily Toner for More Even-Looking Skin Tone
Units sold100K
Trending Exfoliating Face Wash 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, B07SY2XJZ3 leads positive momentum with ▲ 200.0% MoM growth on 3K units, with B073R2ZFJ5 close behind at ▲ 133.3% MoM on 7K 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
104.1K
Latest month sales
B07SY2XJZ3
Amazon Essentials Exfoliating Apricot Face Scrub, Facial Cleanser, 6 Fluid Ounce
Price
$4.32
Rating
4.4
Reviews
9.5K
Latest month sales
B073R2ZFJ5
e.l.f. SKIN Holy Hydration! Gentle Peeling Exfoliant, Cleanser, Effective, Easy to Apply, Peels Away Dead Skin, Removes Dirt, Ideal for All Skin Types
Unlock to view ASIN details and product titles
Price
$10.00
Rating
4.5
Reviews
7.3K
Latest month sales
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