# Soy Protein Cleansers Fresh's Soy Face Cleansing Milk is Conditioning & Full of Amino Acids By Amy Duong | Published 2018-04-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/soy-face-cleansing-milk References: [fresh](http://www.fresh.com/US/cleansers/soy-face-cleansing-milk/H00003975.html) Skincare label Fresh's Soy Face Cleansing Milk is the solution to slowing down the loss of firmness and elasticity of the skin, whilst keeping it full of moisture. The cleansing product is formulated to be suitable for a variety of skin types, ranging from sensitive and dry to combination, oily and normal skin. It is a [conditioning face cleanser](https://www.trendhunter.com/trends/ultra-facial-barrierhydrating-cleanser) with a [milky consistency](https://www.trendhunter.com/trends/milkysoft-face-and-body-cleanser) aimed at gently removing dirt particles and makeup, leaving the skin moisturized, supple and healthy-looking. The product is light in weight and rich with [amino acid soy protein](https://www.trendhunter.com/trends/simple-organic-soymilk) to infuse the skin with products that maintain its elasticity. Additionally, there is also white hibiscus flower extract from Asia and Egypt, which is recognized for its emollient elements. Cornflower extract is also incorporated in the formula to assist the skin with toning, while cucumber extracts give the skin a cooling sensation. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 19% | Activity: 15% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## 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 - **Amino Acid Skincare:** Opportunity for companies to incorporate amino acids in their skincare products to improve skin elasticity and maintain firmness. - **Multi-skin Type Skincare:** Opportunity for companies to create skincare products suitable for a variety of skin types, catering to a wider range of customers. - **Asian Influenced Skincare:** Opportunity for companies to incorporate traditional Asian skincare elements, such as white hibiscus flower extract, in their products for added benefits. ### Industries Being Reshaped - **Skincare:** Opportunity within the skincare industry to develop innovative products using amino acids, suitable for various skin types, and incorporating traditional Asian skincare elements. - **Beauty:** Opportunity within the beauty industry to create multi-functional skincare products that cater to a wider range of customers, improve skin elasticity and maintain firmness. - **Food and Beverage:** Opportunity for food and beverage companies to utilize soy protein in skincare and beauty products due to its beneficial properties. ## Related on Trend Hunter - [All-In-One Soybean Cleansers](https://www.trendhunter.com/trends/pure-soybean-cleansing-milk.md) - [Milky Vegan Cleansers](https://www.trendhunter.com/trends/isntree-yam-root.md) - [Oatmeal-Powered Cleansing Milks](https://www.trendhunter.com/trends/oatmeal-cleansing-milk.md) - [Mung Bean Cleansing Oils](https://www.trendhunter.com/trends/mung-bean-cleansing-oil.md) - [Aloe Milk-Powered Beauty Cleansers](https://www.trendhunter.com/trends/aloe-milk-cleanser.md) - [Frothy Micellar Cleansers](https://www.trendhunter.com/trends/micellar-milk-froth-cleansing-gel.md) - [Cleansing Facial Mousses](https://www.trendhunter.com/trends/sonsie-cleansing-mousse.md) - [Fermented Tomato Cleansers](https://www.trendhunter.com/trends/tomato-milk-cleanser.md) - [Upcycled Quinoa Cleansers](https://www.trendhunter.com/trends/red-quinoa-cleansing-sorbet.md)