Formats
Cleansing oil, cleansing balm or micellar water? Choosing a first-cleanse format
How cleansing oils, balms and micellar water differ in texture, packaging, price point and customer — and how to choose the right one for your skincare range.
The “first cleanse” — the step that removes makeup, sunscreen and the day’s build-up — has become a category of its own. For a brand, the choice of format affects packaging, price point, the customer you attract and how easy the product is to explain.
Cleansing oil
A cleansing oil is massaged onto dry skin to dissolve makeup and sunscreen, then emulsifies into a milky texture with water and rinses away. It is the classic first step of a double cleanse and is usually packed in a pump bottle. Plant-oil blends can be positioned for brightening, soothing, balancing or anti-aging, depending on the actives added.
Cleansing balm
A cleansing balm is a solid oil cleanser that melts on contact with skin. It is used like an oil but feels more indulgent, and the jar format photographs well and gifts well. Balms suit customers who want a ritual and brands positioned at a slightly higher price point.
Micellar water
Micellar water uses tiny surfactant clusters to lift makeup and impurities onto a cotton pad, with no rinsing. It is quick, familiar in pharmacies and ideal for travel sizes and sensitive-skin ranges. Makeup remover wipes offer the same convenience in a portable pack.
At a glance
| Format | Texture | Typical pack | Best for |
|---|---|---|---|
| Cleansing oil | Fluid oil, emulsifies with water | Pump bottle | Double-cleanse routines, heavy makeup and sunscreen |
| Cleansing balm | Solid, melts to oil | Jar | Premium and gifting positioning |
| Micellar water | Water-light, no rinse | Bottle | Quick routines, pharmacies, travel |
Don’t forget the second cleanse
Most routines follow the first cleanse with a gentle water-based cleanser. Pairing an oil or balm with an amino-acid, cream or gel cleanser gives your customers a complete double-cleanse and gives you a natural bundle. See our facial cleansers for matching second steps.
How to choose
- Start from your customer: heavy makeup and daily sunscreen point to an oil or balm; minimal makeup and busy routines point to micellar water.
- Check your channel: balms and oils show well on social media; micellar water is a pharmacy and drugstore staple.
- Think in bundles: plan the first and second cleanse together.
Browse cleansing oils, balms and makeup removers or compare formulas side by side.
Mars product team
Product specialists at Shanghai Mars Cosmetics Co., Ltd., Shanghai. Questions about this article? Contact us.
