The #1 Cleansing Trend in Japan Is Something You've Probably Never Tried Before

Elinor Block

Have you heard of carbonated cleansers? Yes, like carbonated water, fizzy, but for the skin. They were originally big news in Japan, and a new study from Google on the skincare trends for 2017 has revealed that there's been a sharp rise in interest in carbonated products over the pond. And as we know from experience, you can bet UK consumers will want in on whatever makes its way from the East via America.

The carbonated cleansing trend continues to grow in Japan too, with "growth in searches for enzyme, carbonated, and water cleansing indicat[ing] demand for techniques that are gentler by nature, but still powerful." So we know that carbonated cleansers are about to take off big time.

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Artist Residence London

The thing is, these cleansers have been available here for a while, but the teams responsible for the marketing just haven't been calling them out as "carbonated" (we bet that will change soon). These fizzy cleansers have just sort of flown in under the radar—until now.

The first one I encountered was the Indeed Labs Facial Powdered Exfoliator (£19), and it was a revelation. When added to water, just a couple of teaspoon-sized pumps of the product transformed into an effervescent face wash that gently cleansed my skin of dead cells and left it refreshed without that tight feeling of a classic ash-off cleanser. It felt a bit like putting Berocca on my face, but in a good way. Lucky for us, there are now plenty of options on the market that offer various improvements to your complexions. Keep scrolling for our guide to the best carbonated cleansers.

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