# Buttery Cleansing Balms Drunk Elephant's Slaai Oil-to-Milk Melting Cleanser Transforms with Water By Laura McQuarrie | Published 2019-04-01 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/melting-cleanser References: [refinery29](https://www.refinery29.com/en-us/2019/03/227869/drunk-elephant-makeup-melting-butter-cleanser-review) & [drunkelephant](https://www.drunkelephant.com/products/slaai-makeup-melting-butter-cleanser) Drunk Elephant recently added to its sought-after skincare line with an all-new [melting cleanser for the face](https://www.trendhunter.com/trends/futurewise) that can be used to effectively and gently remove everything from makeup and sunscreen to dirt. The Slaai Makeup-Melting Butter Cleanser is touted as an innovative cleansing balm that boasts an oil-to-milk formula that transforms on contact with water. Some of the potent ingredients that can be found in the cleansing balm include antioxidant-rich fruit extracts and an African oil blend of marula, baobob, kalahari melon, mongongo and ximenia. While the product is tough enough to remove water-resistant makeup, it is gentle enough to use around the delicate eye area. Notable, the non-irritating formula is free from PEGs and essential oils, making it ideal for [sensitive skin](https://www.trendhunter.com/trends/mature-skinfriendly). ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 36% | Activity: 50% | Freshness: 8% - Audience gender: 10% men, 90% 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 ### Key Themes Behind This Trend - **Melting Cleansers:** The popularity of melting cleansers like Drunk Elephant's Slaai Oil-to-Milk Melting Cleanser is growing, providing opportunities for brands to innovate and introduce their own versions. - **Oil-to-milk Transformation:** The oil-to-milk transformation feature in cleansing balms, such as Drunk Elephant's Slaai Makeup-Melting Butter Cleanser, presents opportunities for brands to create distinct and transformative skincare products. - **Gentle Makeup Removal:** The demand for gentle yet effective makeup removers like Drunk Elephant's Slaai Makeup-Melting Butter Cleanser is on the rise, creating opportunities for brands to develop similar products with soothing formulations. ### Where This Applies - **Skincare:** The skincare industry can benefit from developing innovative melting cleansers that offer gentle and effective makeup removal. - **Cosmetics:** The cosmetics industry can explore the use of oil-to-milk transformations in cleansing balms to introduce novel makeup removers. - **Personal Care:** The personal care industry has an opportunity to cater to consumers with sensitive skin by offering gentle makeup removal products like Drunk Elephant's Slaai Makeup-Melting Butter Cleanser. ## Related on Trend Hunter - [Melting Balm Cleansers](https://www.trendhunter.com/trends/melting-balm-cleanser.md) - [Makeup-Melting Cleansing Balms](https://www.trendhunter.com/trends/procollagen-makeup-melting-cleansing-balm.md) - [Gentle Balm-to-Oil Cleansers](https://www.trendhunter.com/trends/calming-cleansing-balm.md) - [One-Step Cleansing Balms](https://www.trendhunter.com/trends/melt-it-all-cleansing-balm.md) - [Transformative Gel-Balm Cleansers](https://www.trendhunter.com/trends/milky-jelly-cleansing-balm.md) - [Double Cleansing Balms](https://www.trendhunter.com/trends/double-cleansing-balm.md) - [Makeup-Melting Cleansing Solutions](https://www.trendhunter.com/trends/futurewise.md) - [Purifying Cleansing Balms](https://www.trendhunter.com/trends/youthtopia-apple-butter-cleansing-balm.md) - [Buttery Cleansing Balms](https://www.trendhunter.com/trends/butter-cleansing-balm.md)