5 types of makeup remover products that no one wanted five years ago, but now they are on fire
If you put the time back, most consumers' understanding of makeup remover is actually relatively simple-either it is cleanly removed or it is easy to use.But today's choice has obviously become complicated. It's not just about removing makeup, but starting to pay attention to the skin feeling, rhythm, and state of the skin after use.
This change has allowed some categories that were once not optimistic to re-enter the mainstream vision.
1. Cleansing Balm
Five years ago：
Consumers' first reaction is usually more direct：
· Too oily
· Too heavy
· Not easy to rinse
In the consumption habits at that time, refreshing, fast, and burden-free were almost the first priority. It was naturally difficult for a product with a creamy and oily feeling like makeup remover cream to enter the mainstream choice.
The situation is obviously different now.
Under the influence of Japanese and Korean skin care habits, makeup remover cream has gradually been re-understood.It is no longer just oil, but a more efficient and complete form of makeup remover.
Consumers are beginning to accept：
· Stability brought about by anhydrous system
· Stronger makeup dissolving ability
· And more suitable for travel and commuting
This change looks like a product trend, but in essence, the usage scenario has changed.
Why Modern Cleansing Balms Feel Different？
If you compare the products of five years ago, you will find that the changes are not just better to use, but the entire use path has been redesigned.
In the past, the problem with makeup remover creams was usually concentrated in one link: the transformation after encountering water was not smooth enough.
If the emulsification speed is slower, the rinsing will become longer, and the oil phase dispersion is not fine enough, and the skin feeling will easily leave a sense of existence.
And now consumers are more concerned about a very direct experience：
· Instant Emulsification
· Fast Rinse
· No Residue
In simple terms, it is：
It can change rapidly as soon as it comes into contact with water
The flushing process is cleaner and cleaner
There is no obvious burden on the skin after the end
This change in experience has changed the makeup remover cream from a high threshold of use to frequent daily use.
The Formulation Challenge
But to achieve this seemingly simple experience, it is not easy for you.
Formulators need to balance several directions：
Makeup dissolving ability
Emulsification speed
And the final performance
These three are not linearly related, but affect each other.
For example, improving the makeup-dissolving ability of the oil system usually makes the overall structure heavier, and if excessive emphasis is placed on rapid rinsing, it may affect the cleaning efficiency of waterproof makeup.
Therefore, in recent years, the more common practice in the industry is to introduce some more systematic structural design ideas.
For example：
Self-Emulsifying Systems
Phase Inversion Technology
The common feature of these systems is to allow the product to undergo faster and more uniform structural changes at the moment of contact with water.
In some formulation practices, different raw materials will also be used in combination to perform different functions separately.
For example, when developing rapid-emulsification cleansing systems, formulators may combine ingredients such as sorbeth 30 tetraoleate and peg-20 glyceryl triisostearate to balance makeup dissolving power, emulsification speed, and rinse-off performance. Within Mingya's ingredient portfolio, OILREE® MY943 is commonly used in cleansing oils and cleansing balms that require strong cleansing efficiency, while OILREE® MY945 is often selected to help improve self-emulsification behavior and enhance the rinse-off experience.
In terms of system stability, some formulation designs will introduce Sebacic acid copolymer to help improve structural dispersion, make the emulsified system more uniform, and not prone to local oily residues.
These raw materials will not change the product experience alone, but after they are combined, they will significantly affect the fluency of the entire makeup remover process.
2. Beyond Balm: The Rise of Multi-Texture Cleansers
If makeup remover cream is the most typical counterattack category, then multi-texture makeup remover products are another obvious trend.Five years ago, most consumers were more accustomed to a single form of cleaning products, such as pure water or pure oil.But now, emulsified structures and gel-transformed structures are beginning to become more common. The core logic of such products is to continuously change their shape during use, thereby reducing the burden on use.
In some system designs, O/W will be used to help the system form a more delicate dispersion structure after adding water, making the cleaning process smoother.
At the same time, some structural adjustment components will also be combined to improve the fluidity and tactile touch of the system, so that the product has a better extension performance at different stages.This multi-structure design allows the makeup remover process to change from a single cleaning action to a more continuous experience.
3. Waterless Cleansing Oils
Five years ago, the existence of makeup remover oil was actually not weak, but its threshold for use was equally obvious.
Many consumers will feel that “the oily feeling is obvious” and “it is not easy to wash.”But now the makeup remover oil products have undergone significant changes.
On the one hand, the raw material system is lighter and lighter. Some raw material systems will reduce the overall oiliness and make the ductility better. At the same time, the touch is improved, so that the skin is closer to a silky state during use, rather than a heavy sense of coverage.
On the other hand, the choice of oils also pays more attention to structure. For example, an oil phase system such as Bis diglyceryl polyacyladipate 2 can maintain the ability to dissolve makeup while making the overall skin feel lighter.
The essence of this kind of change is actually the redefinition of the oil itself-from the source of heavyness to part of the regulation of skin sensation.
4. Hybrid Makeup Removal Systems
Another category with more obvious changes is the mixed makeup remover system. They no longer strictly distinguish between oil or water, but emphasize the intermediate state.For example, some systems will have both makeup remover and care characteristics, and the structural design is more complex.
In these products, you can see the surface active system, which is used to enhance the overall dispersion ability. At the same time, it may also be used with Glycol distearate to improve the texture and make the system show a more delicate visual and tactile performance.
This change in product form is essentially reducing the complexity of consumers' perception of cleaning steps.
5. Functional Cleansing as Skincare
The last change is actually beyond the makeup remover itself.More and more cleaning products are beginning to emphasize functionality.In other words, they are not just cleaning tools, but also bear a certain skin care experience.
In some systems, antioxidant ingredients are added to blur the line between the cleansing process and skin care.At the same time, through the introduction of conditioning raw materials, some cleaning products have also begun to have a slight softening effect, so that the skin feels no longer just clean after washing, but comfortable.
Final Thoughts
Looking back at the past five years, the changes in the beauty cleaning industry are not the result of a certain explosive product, but the entire system is evolving simultaneously.
Consumers began to pay attention：
· Is the process easy?
· Is the skin feeling comfortable?
· And whether it is stable for long-term use？
When these needs gradually became mainstream standards, many products that were not favored five years ago naturally re-entered the market center.
Hubei Mingya New Material Technology Co., Ltd.
