I'm Calling It: In 2025, Face Wash Will Become the Beauty Main Character (2024)

Dr. Whitney Bowe Beauty

Bowe Glowe Cleanser

Pros: One of the only cleansers with clinically backed claims, the best cream cleanser I've tried that doesn't leave behind residue, fragrance-free

Cons: It's a good size at 3.9 ounces, but still, I'm flying through my bottle!

Type: Cream

Key Ingredients: Peptides, niacinamide, hyaluronic acid, ceramides, marshmallow extract

I've been using this cream cleanser every single morning since receiving a pre-launch sample, and I am so thoroughly impressed by its efficacy. (I shouldn't be; Bowe is a highly sought-out dermatologist, after all!) Many face washes make my skin feel tight post-rinse or leave behind an oily, pore-clogging film (the classic gentle cleanser dilemma I mentioned above), but this one provides the perfect middle ground. I can even wait a few minutes before layering on my serums without my skin screaming for moisture. Bowe's formula is also clinically proven to remove 100% of foundation, sunscreen, and pollution—very impressive, since cleansers don't typically come with clinical claims.

Customer review: "So many great things to love about this cleanser! It’s so smooth and feels great going on my skin. I love that it effectively takes off all my makeup and sunscreen without stripping the skin. I never have that too tight and dry feeling like I did with other balms and cleansers. This will be a staple in my skincare routine along with all her other products!"

Tower 28

SOS Gentle Hydrating Gel Cleanser + Makeup Remover

Pros: Big size at 5 ounces, great for nighttime double cleansing, fragrance-free

Cons: Reviewers note the pump can get stuck often

Type: Gel

Key Ingredients: Aloe vera, oat, zinc, copper, magnesium, panthenol

Gel cleaners are notoriously stripping due to their bubbly lathers, but not this Tower 28 pick. It has the National Eczema Association Seal of Acceptance, so you know it coddles even the most sensitive of skin types. Associate beauty editor Shawna Hudson considers it one of her favorites. "It's a really low-foaming gel cleanser that can even be used around the eyes to remove makeup. It's soothing, calming, and perfect for barrier recovery, as it reduces redness and doesn't leave that tight feeling," she writes in a review. "It took me a long time to realize that the key to clearing my acne was taking a gentle approach, and if you've also tried everything before realizing this, give this cleanser a go."

Customer review: "This face wash is everything! As someone with extremely sensitive skin, I’ve tried almost every gentle cleanser on the market and they’ve all left me with little red bumps all over my face. Not only did this not give me a reaction, but it made my skin feel clean and hydrated- I will 1000% restock—my new holy grail!"

Skinbetter Science

Refining Foam Cleanser

Pros: Great for someone with sensitive and acne-prone skin, fragrance-free

Cons: Has some potent acids, if you're super sensitive to exfoliants

Type: Foam

Key Ingredients: AHA blend, salicylic acid, hydrolyzed jojoba esters, beta-glucan

Foam cleansers are neat in that they deliver similar benefits to a gel cleanser without being nearly as drying on the skin. Because you don't need to work them up into a lather (they're already quite foamy!), that usually results in less of a tight, squeaky feeling after the fact. We love this option from Skinbetter Science, as it features AHAs and BHAs to gently exfoliate the skin while you cleanse. Many individuals with sensitive skin flock to exfoliating cleansers, as serums tend to be way too concentrated, and this formula is a great one to get.

Customer review: "I have been waiting for this to come back in stock! I absolutely love using this as a first wash to remove my makeup at the end of the day. I have very sensitive skin and this is gentle on my face."

Youth To The People

Superfruit Gentle Exfoliating Cleanser

Pros: Brightens skin tone, fades dark spots gently

Cons: Contains fragrance, if you're sensitive to scent

Type: Gel

Key Ingredients: AHA and BHA complex, ginger root and papaya enzymes, vitamin C, yerba mate

Who says those with sensitive skin can't exfoliate? You'll just want to be very gentle with the acids you use, which is why experts typically recommend fruit enzymes over harsh acids to softly buff surface cells. This cleanser contains a powerful yet gentle combination that helps rejuvenate skin, fade dark spots, and offer an overall glow.

Customer review: "Whenever I see a product that says “lactic acid” I get a little nervous because I have somewhat sensitive skin and don’t want anything to sting or be too drying. This did NOT bother my skin at all! If you do have more sensitive skin, I’d recommend maybe a couple times a week to start with. I did have a tiny bit of dryness, but nothing too crazy."

Oak Essentials

Nourishing Cleansing Milk

Pros: Can use multiple times without stripping the skin, luxurious and spa-grade experience

Cons: Contains essential oils, if you're sensitive to fragrance

Type: Milk

Key Ingredients: Oat amino acids, L-glutamic acid, rice bran and rosemary extracts

I tested a lab sample of this cleanser a few months before it launched, and let me just say that I absolutely flew through the tiny vial. I've been waiting with bated breath for it to drop so I could finally cop a full-size bottle, and now that it's here, I don't plan on swapping it out anytime soon. It's the perfect milky cleanser—soft, lightweight, and so luxurious. If you're wearing makeup you might want to use an oil or balm beforehand (or just do two rounds of this milk), but it's fabulous on its own for a gentle morning cleanse.

Customer review: N/A

Bubble

Magic Melt Micellar Milk

Pros: A great, gentle eye makeup remover, can use multiple times per day, great as an all-over cleanser or soaked on a cotton pad for precise areas, fragrance-free

Cons: Not the best for removing heavy makeup or sunscreen on its own (it's more of a first step to a double cleanse)

Type: Milk

Key Ingredients: Oat extract, raspberry seed oil, meadowfoam seed oil,

Micellar water is lauded by derms for gently (and effectively!) removing makeup, and Bubble's Micellar Milk definitely delivers. I like to use it as a pre-cleanse before grabbing another gentle wash from this list, especially if I'm wearing mascara. Soak a cotton pad with the solution, press it onto closed eyes for a beat, and watch the pigment immediately dissolve. My eyes often look red and bleary after removing makeup, but not with this Magic Melt.

Customer review: "I had a hard time figuring out if this or the other pre cleanse was best. But magic melt is the start to soft, smooth, clean skin. The ingredients are amazing and so hydrating. This does not dry your skin, it does the complete opposite. This is now my holy grail product in my skincare routine. YOU WILL NOT BE DISAPPOINTED!!"

Dieux

Baptism Gentle Foaming Facial Gel Cleanser

Pros: Super hydrating with 10% glycerin, gel formula lathers into a hydrating, creamy foam

Cons: Those with hypersensitive skin should opt for the fragrance-free version

Type: Gel

Key Ingredients: 10% glycerin, 2% betaine, gentle cleansing complex

As a general rule, those with sensitive skin should steer clear of fragrance. But unless your skin is hypersensitive, you might be able to get away with some subtle scent in your wash-off products, like cleansers or masks. Enter Dieux's (first-ever!) cleanser, which comes with a beautiful, calming aroma of juniper, citrus, pear, and amber. (Note, the brand also offers a fragrance-free version for those who run super sensitive.) It's a gel formula that evolves into a milky lather upon contact with water, so it's wonderful for dissolving makeup and daily grime. Ophthalmologist-tested, it's also safe for sensitive eyes.

Customer review: "Baptism [is] a fantastic addition to my skincare routine! It gently cleanses without stripping my skin, leaving it feeling soft and hydrated. The formula is soothing and perfect for sensitive skin, with a light, refreshing feel after every wash. My face feels clean and balanced—definitely a must-try for anyone looking for a gentle yet effective cleanser!"

Eadem

Dew Dream

Pros: Doesn't leave your skin feeling too oily, helps simultaneously brighten skin and fade dark spots

Cons: Contains essential oils, if you're super sensitive to fragrance

Type: Balm

Key Ingredients: Tiger grass, allantoin, glycerin, kalahari melon and moringa oils

I never thought cleansing my skin could make my skin feel even more hydrated, but then I tried Eadem's cleansing balm. It somehow infuses my pores with moisture without leaving behind an oily film. It's my number one pick on days I'm wearing heavier makeup; I've completely emptied two bottles already!

Customer review: "This is my holy grail product! I bring this everywhere! It gets all the makeup, sunscreen and oil off without stripping your skin or being abrasive. My skin texture improved and it got so much softer!"