# Priming Matcha Cleansers Tatcha's Matcha Cleanse Purifies and Primes Skin for Makeup By Laura McQuarrie | Published 2024-01-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/matcha-cleanse References: [bustle](https://www.bustle.com/beauty/tatcha-matcha-cleanse-launch-review) & [tatcha](https://www.tatcha.com/product/the-matcha-cleanse/CC02110T.html?cgid=new)  [Tatcha's](https://www.trendhunter.com/trends/indigo-cleansing-balm) Matcha Cleanse is a new daily clarifying gel cleanser that's useful for purifying and priming the skin for makeup. This fragrance-free, soap-free gel-to-foam cleanser for all skin types delivers pore care and gently balances oil production, all without stripping skin of essential moisture. Antioxidant-rich Japanese Kyo [matcha](https://www.trendhunter.com/trends/matcha-toning-peeling-gel) is a key component in the formula, along with other Japanese ingredients like mugwort for skin barrier support and BHA alternatives like coix seed (also known as hatomugi) and willow bark. The Matcha Cleanse is one of several cleansers that can be purchased from the prestige skincare brand. While Tatcha's latest launch is geared toward decongesting pores, reducing oil and minimizing makeup slip-off, The Rice Wash is better oriented to softening and hydrating, and The [Camellia](https://www.trendhunter.com/trends/blossom-time-collection) Cleansing Oil is nourishing and makeup-removing. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 44% | Activity: 65% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Antioxidant-rich Cleansers:** Expanding on Tatcha's Matcha Cleanse, there is a growing trend of skincare products focusing on antioxidant-rich ingredients for purifying and priming the skin. - **Japanese-inspired Skincare:** Tatcha's use of Japanese ingredients like Kyo matcha and mugwort reflects a larger trend of skincare brands drawing inspiration from traditional Japanese beauty rituals. - **Customizable Cleansers:** Tatcha's line of cleansers, including The Matcha Cleanse, offers a range of products that cater to different skincare needs, indicating a rising trend of customizable cleansers in the industry. ### Industries Being Reshaped - **Skincare Industry:** The introduction of Tatcha's Matcha Cleanse and the focus on Japanese-inspired ingredients signal an opportunity for innovation in the skincare industry. - **Beauty Industry:** The trend of antioxidant-rich cleansers and the use of traditional Japanese beauty rituals present disruptive innovation opportunities within the beauty industry. - **Personal Care Industry:** The demand for customizable cleansers, seen in Tatcha's line of products, opens up possibilities for disruptive innovation in the personal care industry. ## Related on Trend Hunter - [Matcha Exfoliating Gels](https://www.trendhunter.com/trends/matcha-toning-peeling-gel.md) - [Priming Facial Cleansers](https://www.trendhunter.com/trends/magic-hydration-revival-cleanser.md) - [Rapid Facial Cleansers](https://www.trendhunter.com/trends/face-cleanse.md) - [Gentle Gel-Texture Cleansers](https://www.trendhunter.com/trends/purifying-cleansing-gel.md) - [Pudding-Like Matcha Moisturizers](https://www.trendhunter.com/trends/tirtir-matcha-calming-cream.md) - [Flower-Infused Cleansing Oils](https://www.trendhunter.com/trends/ultime8-sublime-tsubaki.md) - [Minty Multifunctional Cleansers](https://www.trendhunter.com/trends/checks-and-balances-frothy-face-wash.md) - [Cream-to-Foam Cleansers](https://www.trendhunter.com/trends/canvas-creamtofoam-cleanser.md) - [Coconut-Based Exfoliating Cleansers](https://www.trendhunter.com/trends/propre-body-care.md)