The Face Shop, a clean beauty brand under LG Household & Health Care, announced on the 10th that it has been named ‘Korea’s No.1 Facial Cleansing Wipes’ by global market intelligence firm Euromonitor International for the second consecutive year. This recognition illustrates The Face Shop's effective brand positioning and consumer trust amassed over two decades in the competitive cleaning sector.

According to Euromonitor's recent ‘Beauty & Personal Care’ survey, The Face Shop achieved the highest retail sales in the domestic ‘Facial Cleansing Wipes’ category for both 2024 and 2025. This achievement not only showcases the brand's leading status in the market but also underscores its role in driving cleansing trends through consistent quality and innovation.

The success of The Face Shop's cleansing wipes can be attributed to their gentle formulation coupled with strong cleansing capabilities, which have made these products a staple in the Korean cleansing market. In addition, the incorporation of plant-derived ingredients aligns well with evolving consumer demands for safety and efficacy, enhancing product differentiation in a crowded landscape.

Recently, the brand's Micam-Soo line, inspired by traditional Korean beauty practices such as rice water cleansing, has gained traction. This line utilizes a meticulously refined rice extract, derived from organic rice sourced from Yeoju, Gyeonggi Province, through a proprietary ultrasound bubble extraction process carried out over 72 hours with a total of 270 million ultrasonic extractions.

With exports to over 30 countries and cumulative sales exceeding 48 million units, The Face Shop is successfully establishing a foothold in the global market. Key partnerships with major North American retailers such as Target, CVS, and Walgreens, as well as Walmart in Canada, exemplify the brand’s robust distribution strategy and its ability to compete on a global scale.

As The Face Shop marks the 20th anniversary of the Micam-Soo line, it has refreshed its key products, the Micam-Soo Bright Cleansing Wipes and Foam. While retaining the beloved ingredients and formulations, the brand has introduced a more vibrant color palette and sleek packaging, reflecting modern aesthetics while maintaining brand heritage.

In a statement, a representative from The Face Shop commented, “We are honored to be recognized as the leading brand for two consecutive years thanks to the unwavering support of our loyal customers who believe in our brand value for over 20 years. We aim to grow as a globally beloved cleansing brand, backed by our differentiated cleansing technology and superior quality.” This commitment signals The Face Shop's focus on leveraging innovative product features and strong consumer connections to drive future growth.