Washing Alone Is Not Enough... The Cleansing Market Evolves Toward 'Pore Care'

[Financial News] The role of cleansing products is changing. Facial cleansers, once limited to washing away makeup and impurities, are expanding into 'the first step in skincare' by also addressing sebum, blackheads and pores.
Interest in multifunctional products that combine several functions in a single item has been growing in the beauty market. In the cosmetics manufacturing industry, products that combine cleansing, masks and massage, along with jelly- and bubble-like textures that emphasize tactile experiences, are being cited as next-generation skincare trends. The focus is shifting beyond simple ingredient competition to differentiating the entire user experience.
This change is also emerging in the cleansing market. As consumers seek to address concerns such as pores and sebum during their daily cleansing routine, products that blur the line between masks and cleansers are appearing.
S.NATURE, a clean beauty brand, is also targeting this trend. Aqua Rice Pore Ssalddeok Pack Foam, set for a pre-launch on Zigzag on the 5th, is a new pore-focused product added to the Rice Cleansing line.
The most noticeable feature is the texture, which resembles 'ssalddeok,' as its name suggests. The product contains 10,094 ppm of domestically sourced rice-bran water, and the company said it created the dense texture through approximately 800,000 kneading cycles. The chewy formula adheres closely to the skin and absorbs impurities and excess sebum and oil from the pores.
The product is designed to reduce the inconvenience of using a separate pore mask while enabling intensive care during the cleansing step.
The product's distinctive features are also reflected in the results of a human application test. According to S.NATURE, the cleansing effect on impurities in pores reached 99.85% after one use, while sebum and oil decreased by 24.15% and blackheads and whiteheads by 23.04%.
Improvements were also observed in five pore-related indicators: horizontal and vertical dimensions, depth, area and elasticity. The product goes beyond removing impurities from the skin's surface, focusing instead on managing pore condition after cleansing.
The expansion of such products is also tied to the increasing segmentation of cosmetics consumption toward addressing specific skin concerns rather than providing basic moisturization or cleansing. Overseas beauty markets are likewise seeing products that emphasize clear efficacy and defined purposes gain a competitive edge over those offering only basic functions.
Another challenge is maintaining a gentle feel while enhancing functionality. Products that emphasize strong cleansing or absorption may leave the skin feeling dry after washing. S.NATURE said it focused on maintaining a hydrated and comfortable finish even after cleansing with this product.
A S.NATURE representative said, "We wanted to offer an experience in which pores feel firmer and tighter simply by washing the face. We focused on incorporating both the effect of thoroughly clearing impurities from the pores and the subsequent pore-tightening effect into a single product."
With this new product, S.NATURE is also expanding the scope of its existing Aqua Rice Cleansing line. The company plans to differentiate itself by strengthening its lineup of products targeting specific skin concerns, including pores, and going beyond cleansing.
Aqua Rice Pore Ssalddeok Pack Foam will be introduced first on Zigzag on the 5th. S.NATURE also plans to run related promotions alongside the launch.

[email protected] Yu Seon-jun Reporter