The Face Shop Secures Title of Korea's No.1 Facial Cleansing Wipes for Second Year

The Face Shop, the clean beauty brand under LG Household & Health Care, announced on the 10th that it has been named 'Korea's No.1 Facial Cleansing Wipes' for the second consecutive year by the global market intelligence firm Euromonitor International. This recognition underscores The Face Shop's robust market positioning and the strength of its brand equity, cultivated over two decades of consumer trust.

According to Euromonitor's recent 'Beauty & Personal Care' survey, The Face Shop maintains its market leadership in the domestic 'Facial Cleansing Wipes' sector based on retail sales for both 2024 and 2025. This sustained success not only reflects the brand’s operational effectiveness but also illustrates its capacity to set trends in cleansing products amid a competitive landscape.

The brand's cleansing wipes have garnered consumer loyalty due to their gentle application and high cleansing efficacy. Furthermore, the incorporation of plant-derived ingredients enhances the product's appeal and efficacy, showcasing The Face Shop's commitment to technological advancement in product formulation.

Notably, the cleansing wipes from the Misaengsu line, which famously utilizes traditional Korean beauty methods such as rice water cleansing, have gained traction in recent times. The active ingredient in Misaengsu is derived from pesticide-free rice sourced from Yeoju, Gyeonggi Province, which has been extracted through a meticulous process involving 72 hours of ultrasonic bubble extraction, totaling 270 million cycles.

With exports to over 30 countries and cumulative sales exceeding 48 million units, The Face Shop is making significant inroads in global markets. Key distribution partnerships have been established in major North American retailers, including Target, CVS, Walgreens, and Walmart Canada, thereby solidifying its competitive stance.

In celebration of the 20th anniversary of the Misaengsu line, The Face Shop has renewed its flagship Misaengsu Bright Cleansing Wipes and Foam. While maintaining the beloved ingredient formulation and aesthetic elements, the brand has introduced a more vibrant color palette and refined packaging design, adding a contemporary touch to its longstanding offerings.

A representative from The Face Shop stated, "Thanks to the continuous support from our loyal customers over the past two decades, we are honored to be recognized as the number one brand for two consecutive years. We aim to further enhance our status as a globally favored cleansing brand through differentiated cleansing technology and superior quality.”