Face Cleanser Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Face Cleanser sales on Amazon US totaled 1,579,000 units in July 2026 (▼ 23.9% vs. the prior month), generating an estimated $24,640,000 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 49.4% of unit volume and 47.9% of revenue, while a typical listing is priced at $14.86. The keyword itself pulled 70,060 Amazon queries over the same period (▲ 9.2% MoM).
Zooming out to the 12-month window ending July 2026, the face cleanser Top 50 moved 19,387,700 units and $298,225,715 in cumulative sales — an average of 1,615,642 units and $24,852,143 per month. Monthly throughput topped out at 2,074,000 units in June 2026 and dipped to 1,029,000 in May 2026, leaving the latest reading 0.8% higher than August 2025.
Face 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
1.6M
▼ 23.9% MoM
Monthly Revenue 2026/07
$24.6M
▼ 22.7% MoM
Top 10 Market Share 2026/07
49.4%
Face Cleanser Market Share & Sales Concentration on Amazon US — July 2026
The most-sold face cleanser listing on Amazon US in July 2026 is ASIN B00U2VQZDS (Brand: Neutrogena), which sold 100,000 units at $9.97 apiece — equal to 6.3% of every unit tracked in this report.
The Top 10 ASINs account for 780,000 units and $11,795,500 in July 2026 — 49.4% of unit volume and 47.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Face Cleanser' on Amazon
July 2026
Is 49.4% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00U2VQZDS
Neutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
100K
▲ 0.0%vs. prior month
$997K
latest month
12-month trend
B01N9SPQHQ
La Roche-Posay Toleriane Double Repair Face Moisturizer
100K
▲ 0.0%vs. prior month
$2.5M
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
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
B001ET7IQK
Dove Beauty Bar Soap Sensitive, 8 Bars for Sensitive Skin, Fragrance Free and Hypoallergenic 3.75 oz | For sensitive skin, Helps cleanse gently, With 1/4 moisturizing cream, For face, body & hands, Fragrance-free
70K
▼ 22.2%vs. prior month
$907.9K
latest month
12-month trend
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Best Face Cleanser Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
La Roche-Posay is the best-performing face cleanser brand in July 2026, moving 160,000 units across 2 ASINs for 20.5% of Top 10 volume. CeraVe follows with 110,000 units (14.1%), ahead of Neutrogena on 100,000 units (12.8%).
Volume is spread across 8 brands, with the top three holding 47.4% 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 $9.97 to $22.49, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
La Roche-Posay
2 ASINs in Top 10
20.5%
Units
160K
Revenue
$3.7M
Avg. price
$22.49
B01N9SPQHQ
$24.99·★4.6·80.2K revsLa Roche-Posay Toleriane Double Repair Face Moisturizer
Units sold100KB01N7T7JKJ
$19.99·★4.6·39.5K revsLa 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.
Units sold60K
CeraVe
2 ASINs in Top 10
14.1%
Units
110K
Revenue
$1.8M
Avg. price
$15.97
B01MSSDEPK
$15.97·★4.7·133.8K 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
Neutrogena
1 ASIN in Top 10
12.8%
Units
100K
Revenue
$997K
Avg. price
$9.97
B00U2VQZDS
$9.97·★4.8·121.2K revsNeutrogena Makeup Remover Micellar Wipes, 2 Pack of 25 Ct | Plant-Based Micellar Water Cleansing Cloths, Gently Removes Oil, Dirt & Waterproof Makeup, No Heavy Residue, Alcohol-Free
Units sold100K
Trending Face 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, 3 ASINs forced its way in: B0BVV8BNYJ booked 60K units at $13.00, with ▼ 14.3% MoM change.
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.
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
Price
$13.00
Rating
4.6
Reviews
20.7K
Latest month sales
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
Price
$15.97
Rating
4.7
Reviews
133.8K
Latest month sales
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
Unlock to view ASIN details and product titles
Price
$15.97
Rating
4.8
Reviews
76.1K
Latest month sales
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