Cleansing Foams Are Back—And Better Than You Remember

The best cleansing foams are all grown up, packed with nourishing ingredients and gentle surfactants.

Published on Feb. 25, 2026

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Over the last few decades, the skin care industry has seen a shift in cleansers, moving away from the 'squeaky clean' feeling of high-pH alkaline cleansers that stripped the skin, to more nourishing, moisturizer-adjacent formulas. However, the last year has seen a return of the cleansing foam, though these new formulas have been heavily influenced by the lathering formulas found in K-beauty.

Why it matters

The new cleansing foams are treated as active skincare, with formulas that target specific skin concerns like breakouts, brightening, or soothing compromised skin. This shift in the cleanser space reflects a broader evolution in the industry, as consumers are no longer just looking for a cleanser that works, but products that feel gentle, comforting, and nourishing, while still delivering effective results and supporting skin health.

The details

Cleansing foams are a foundational step in K-beauty, particularly as the second step of the double cleanse. This second, water-based cleansing foam step removes any residual makeup, sunscreen, or oil-based cleanser remaining on the skin from the first step. What makes K-beauty different is that this step is treated as active skincare, with foams that target specific skin concerns. Thanks to the surging demand for K-beauty formulas, Western companies have also incorporated benefit-driven cleansing foams into their lineups.

  • Over the last few decades, the skin care industry has seen a shift in cleansers.
  • The last year has seen a return of the cleansing foam, though these new formulas have been heavily influenced by the lathering formulas found in K-beauty.

The players

Liah Yoo

Influencer and founder of Krave Beauty.

Julie Russak, MD

Board-certified dermatologist in New York.

Sarah Chung Park

Creator of K-Beauty World and CEO and founder of Landing International Inc.

Noella Gabriel

Elemis CEO and co-founder.

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What they’re saying

“For years, the industry was obsessed with that 'squeaky clean' feeling, pushing high-pH alkaline cleansers that essentially stripped the skin to 'fix' acne.”

— Liah Yoo, Influencer and founder of Krave Beauty (Vogue)

“Foam is simply a result of surfactants interacting with air and water. It does not reflect cleansing quality—in fact, highly foaming cleansers often remove beneficial lipids along with dirt and oil.”

— Julie Russak, MD, Board-certified dermatologist in New York (Vogue)

“Cleansing foams are a foundational step in K-beauty, particularly as the second step of the double cleanse. What makes K-beauty different is that this step is treated as active skincare.”

— Sarah Chung Park, Creator of K-Beauty World and CEO and founder of Landing International Inc. (Vogue)

“Market insights show clear momentum behind transformative textures that deliver a highly sensorial yet efficacious cleanse. Consumers are no longer just looking for a cleanser that works—they want products that feel gentle, comforting, and nourishing, while still delivering effective results and supporting skin health.”

— Noella Gabriel, Elemis CEO and co-founder (Vogue)

The takeaway

The return of cleansing foams, particularly those influenced by K-beauty formulas, reflects a broader evolution in the skin care industry. Consumers are now seeking cleansers that not only effectively remove impurities, but also provide nourishing, comforting, and skin-supporting benefits, marking a shift away from the 'squeaky clean' mentality of the past.