K-Beauty brand Banila Co has been named the world’s top-selling cleansing balm brand based on retail sales data compiled, per data analytics company Euromonitor International.

According to Euromonitor, the global cleansing balm market was valued at approximately $1.04 billion in 2023. Banila Co accounted for 22% share of global retail value sales, reinforcing its standing as the No. 1 brand worldwide in this category, analysts said.

Clean It Zero Cleansing Balm

At the heart of this success is Banila Co’s flagship product, Clean It Zero Cleansing Balm, which has sold over 90 million units worldwide. Since its debut, Banila Co said it has consistently invested in research and development to enhance the product’s efficacy, with these efforts playing a significant role in strengthening the brand’s market position.

Clean It Zero Cleansing Balm is recognized for its ability to effectively remove makeup without leaving behind residue, while preserving key ingredients that nourish skin. Its distinctive oil-balm formula melts seamlessly into the skin, delivering a gentle yet thorough deep-cleansing experience without causing irritation.

Targeted Cleansing Solutions

Banila Co has also expanded its product line to address a range of skin concerns. In addition to the existing Original, Pore Clarifying, Nourishing and Calming variants, the brand recently introduced the Enriching Butter line, offering targeted cleansing solutions tailored to different skin types.

The brand has also collaborated with popular characters such as Hello Kitty and My Melody to launch special-edition collections. Most recently, a partnership with The Powerpuff Girls has strengthened Banila Co’s distinctive brand identity and signature appeal, officials said.