Bored with washing your face? The newest cleansers are about to change that.
Next-level cleansers are no longer just ho-hum functional; they’re as experiential as a mask.
Cleansing our face has generally been viewed as a functional step at the end of the day. But the humble face wash is in the midst of a change that is taking it from being a mundane, tedious task to a pleasurable and maybe even entertaining experience. “A lot of my North American clients tell me that skincare is a chore,” says Valérie Grandury, the French founder of Odacité. “The trend of creating a more ritualistic skincare routine is also about teaching North American women that skincare is a pleasure worth taking time for.”
While most cleansers foam, the latest crop transform in slightly more unusual ways; they start out as one texture and morph into another. “I think the transformation adds a wow factor―a form of sensuality and fun―to the product, which we can all use a bit of in our lives,” adds Grandury. Then there’s Boscia’s Charcoal Jelly Ball Cleanser. It has detoxifying and antibacterial properties, but its gelatinous texture and spherical shape are what make it a kind of cleanser rarely seen before. And that means you can expect to see it bouncing around on an Insta story―another factor driving these experiential cleansers. “We’re making products that people want to share as well,” says Michelle Fry, product development director for Boscia. “That’s the reality of the time we’re living in today.”
EVE LOM GEL BALM CLEANSER ($72 ) GOES FROM CLEAR JELLY TO MILKY EMULSION. SEPHORA COLLECTION DETOXIFYING FOAM CLEANSER ($20) IS A CLOUDLIKE MOUSSE YOU APPLY TO DRY SKIN AND THEN RINSE. L’OCCITANE IMMORTELLE DIVINE FOAMING CLEANSING CREAM ($44) STARTS...