# Clay Cleansing Clay-based cleansing products take inspiration from skincare masks. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 7, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/clay-cleansing ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## What is the Clay Cleansing trend? **Clay Cleansing:** The use of clay in face masks is a longstanding tradition, and it's now being incorporated into skin and hair cleansing products as well. Known for its ability to absorb toxins, and hydrate or remove oil depending on the type of clay, clay-based cleansers allow for brands in this space to benefit off of the already-established consumer trust in the ingredient. ## The consumer insight behind the Clay Cleansing trend Throughout their continual quest for self-improvement, consumers today regularly seek new ingredients and products in food and personal care. Within the boundaries of this experimentation, not all consumers seek adventure-charged solutions—some aim to strike a balance between familiarity and novelty. Within this lies the balance between the desire to try something, and the compulsion to stick with what is familiar. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 9, 2018 to Aug 7, 2019 - Published: Aug 7, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Clay Cleansing trend ### Clay-Based Cleansers The use of clay in face masks is being incorporated into skin and hair cleansing products as well, allowing for brands in this space to benefit off of established consumer trust in the ingredient. ### Probiotic-Powered Skincare Probiotic-powered detoxifying cleansers leveraging friendly bacteria are offering new solutions to achieve soft skin and a radiant complexion. ### Solid Shampoo Products Cut by Fred's solid shampoo sticks and The Grandpa Soap Company's shampoo bars in deodorant-like containers offer a convenient alternative to traditional liquid shampoo. ## What the Clay Cleansing trend means for industry ### For Personal Care and Beauty Clay-based cleansers and probiotic-powered skincare are taking the personal care and beauty industry by storm, offering new and innovative ways to address skincare needs. ### For Sustainability and Packaging Design The market for solid shampoo products is driving innovation in sustainability and packaging design, with brands like Cut by Fred offering a unique alternative to traditional liquid shampoo packaging. ### For Industrial Cleaning and Skincare The Grip Clean Heavy Duty Hand Cleaner is an example of a product that services both industrial cleaning and personal skincare needs. ## Workshop question How could your brand take inspiration from traditional products or practices? ## Trend signals for Clay Cleansing Trend score 4.3 out of 10, from popularity 64%, activity 55%, freshness 8%. - Popularity: 64% - Activity: 55% - Freshness: 8% ## Examples of the Clay Cleansing trend 4 featured examples from Mar 9, 2018 to Aug 7, 2019. - [Clay-Infused Hand Soaps](https://www.trendhunter.com/trends/heavy-duty-hand-cleaner): The Grip Clean Heavy Duty Hand Cleaner Removes Stubborn Materials (Category: Fashion) Implication: The personal care industry has an opportunity to develop environmentally-friendly hand soaps that provide effective cleaning solutions while promoting sustainable practices. - [Probiotic-Powered Detoxifying Cleansers](https://www.trendhunter.com/trends/detoxifying-cleanser): Probiotic Action's Product is Clay-Based & Purifying (Category: Lifestyle) Implication: There is an opportunity to introduce probiotics and natural clays in a broader range of skincare products, from face masks to body scrubs, to meet the growing demand for gentle, e… - [Detoxifying Shampoo Sticks](https://www.trendhunter.com/trends/shampoo-sticks): Cut by Fred's Solid Shampoo is a Non-Slippery Shampoo Bar Alternative (Category: Fashion) Implication: Disruptive innovation opportunity to revolutionize the packaging and format of shampoo products. - [Pine Tar Haircare Collections](https://www.trendhunter.com/trends/the-grandpa-soap-company): The Grandpa Soap Company is Now Launching Its Own Line of Haircare (Category: Fashion) Implication: Innovative haircare lines that incorporate traditional ingredients and offer versatile solutions create opportunities in the personal care industry. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)