# Soft Foaming Cleansers Ilia's Soft Foaming Cleanser Features a Hydrating Sugar Complex By Laura McQuarrie | Published 2023-07-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/soft-foaming-cleanser References: [marieclaire](https://www.marieclaire.com/beauty/best-july-2023-beauty-launches/) & [iliabeauty](https://iliabeauty.com/en-ca/products/the-cleanse) Clean beauty brand [Ilia](https://www.trendhunter.com/trends/overglaze-hydrating-lip-gloss) is now venturing into the creation of skincare with its first-ever cleanser and this [soft foaming cleanser](https://www.trendhunter.com/trends/atobarrier365-foaming-cleanser) stands out from others on the market with a foaming formula that effectively removes makeup without oil at its base. The Cleanse by Ilia is gentle yet also useful for clearing away mineral SPF and pollution in a way that still feels comfortable. The replenishing cleanser is pH-balanced, fragrance-free and safe for those with sensitive skin and eyes. This unique, water-based cleanser is powered by a Hydrating Sugar Complex that continually draws moisture into the skin, even after it has been rinsed away, as well as [plant-based surfactants](https://www.trendhunter.com/trends/botanity-makiol) that work as alternatives to sulfates to avoid dryness and stripping. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 64% | Activity: 56% | Freshness: 16% - 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 - **Clean Beauty Skincare:** The trend of clean beauty brands expanding into skincare presents a disruptive innovation opportunity to create gentle yet effective cleansers with unique ingredients. - **Foaming Formula:** The trend of foaming cleansers with oil-free formulas provides an opportunity to develop innovative cleansing products that effectively remove makeup and impurities without drying out the skin. - **Hydrating Sugar Complex:** The trend of using hydrating sugar complexes in cleansers opens up possibilities for creating replenishing cleansers that draw and retain moisture in the skin. ### Where This Applies - **Beauty and Personal Care:** The beauty and personal care industry can capitalize on the clean beauty skincare trend by creating innovative cleansers that cater to the growing demand for natural and gentle products. - **Skincare:** The skincare industry can explore the foaming formula trend to develop new cleansing products that combine effective makeup removal with gentle and non-drying formulas. - **Cosmetic Ingredients:** The cosmetic ingredients industry can focus on developing and commercializing hydrating sugar complexes for use in cleansers to meet the demand for moisturizing and nourishing skincare products. ## Related on Trend Hunter - [Low-Foam Gel Cleansers](https://www.trendhunter.com/trends/daily-balancing-gel-cleanser.md) - [Gentle Low-Foam Cleansers](https://www.trendhunter.com/trends/forgiveness-cleanser.md) - [Low-Lather Cream Cleansers](https://www.trendhunter.com/trends/mello-marula-cream-cleanser.md) - [Ultra-Gentle Face Cleansers](https://www.trendhunter.com/trends/dr-bailey-skin-care-cleanser.md) - [Plant-based Hydrating Foaming Cleansers](https://www.trendhunter.com/trends/botanity-makiol.md) - [Gentle Dry Skin Cleansers](https://www.trendhunter.com/trends/soft-launch-hydrating-cleanser.md) - [Hydrating Soap-Free Facial Cleansers](https://www.trendhunter.com/trends/ultra-facial-barrierhydrating-cleanser.md) - [Gentle Foaming Cleansers](https://www.trendhunter.com/trends/atobarrier365-foaming-cleanser.md) - [Gel-to-Foam Facial Cleansers](https://www.trendhunter.com/trends/baptism-gel-cleanser.md)