# Serum Cleanser Facial cleansers are formulated with ingredients common in serums. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 6, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/serum-cleanser ## Key Figures - Trend score: 1.4/10 - Evidence articles: 4 ## What is the Serum Cleanser trend? **Serum Cleanser:** Despite only being on the skin for a brief amount of time, facial cleansing products are being adapted with active ingredients that are commonly found in targeted serums. Creating serum-like formulas and consistencies boosts the perceived efficacy of these products. ## The consumer insight behind the Serum Cleanser trend When it comes to skincare, consumers are increasingly researching and seeking out specific ingredients, rather than simply trusting the promises made on cosmetic labels. This more thorough and well-rounded approach to personal care has made it so that customers expect quality and target ingredients in all the products they purchase as part of their self-care routines. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 10 to Jun 24, 2020 - Published: Aug 6, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Serum Cleanser trend ### Targeted Ingredients Consumers expect quality and target ingredients in all the products they purchase as part of their self-care routines. ### Natural Ingredients A variety of skin-balancing products powered by natural ingredients are emerging, especially as the skin's pH can be disrupted by lifestyle and environmental factors. ### Multi-Functional Products Multi-functional products, such as the NUORI VITAL UNIFIER, that offer more than one benefit are becoming increasingly popular in the skincare industry. ## What the Serum Cleanser trend means for industry ### For Skincare Skincare companies can leverage targeted and natural ingredients in their products to appeal to consumers' desire for quality and effective self-care products. ### For Makeup With multi-functional products being popular, makeup companies can create products that offer additional skincare benefits, such as the ability to refresh and hydrate the skin. ### For Beverage The booming alternative milk industry can serve as inspiration for skincare companies to incorporate alternative milk ingredients, such as argan milk, in milky cleansers. ## Workshop question How is your brand adapting to the needs of the more informed consumer? ## Trend signals for Serum Cleanser Trend score 1.4 out of 10, from popularity 19%, activity 16%, freshness 9%. - Popularity: 19% - Activity: 16% - Freshness: 9% ## Examples of the Serum Cleanser trend 4 featured examples from Feb 10 to Jun 24, 2020. - [pH-Balancing Cleansers](https://www.trendhunter.com/trends/ph-balancing-cleanser): Summer Fridays' Super Amino Gel Cleanser is Clean & Cruelty-Free (Category: Fashion) Implication: The skincare industry has an opportunity to meet the growing demand for natural and cruelty-free products by developing and offering effective formulations with ethically-sourced… - [Argan Milk Cleansers](https://www.trendhunter.com/trends/milky-cleanser): Josie Maran's Vitamin-Rich Skincare is an Alternative Milky Cleanser (Category: Fashion) Implication: Skincare brands can incorporate alternative milks, multi-tasking ingredients, and chemical exfoliants to create innovative and effective products. - [Serum-Enhancing Cleansers](https://www.trendhunter.com/trends/vital-unifier): The NUORI VITAL UNIFIER Doubles as a Refreshing Mist & Makeup Fixer (Category: Fashion) Implication: The introduction of NUORI's VITAL UNIFIER presents an opportunity for the skincare industry to innovate and create products that incorporate nourishing ingredients such as organic… - [Gardenia Stem Cell-Infused Cleansers](https://www.trendhunter.com/trends/face-the-morning): The Face the Morning Foaming Cleanser Fights Impurities (Category: Fashion) Implication: The skincare industry can explore the incorporation of stem cell-infused cleansers with natural ingredients to create innovative products that cater to various skin types and conc… ## 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)