27 years after launching the iconic Cleanse & Polish Hot Cloth Cleanser, Liz Earle Beauty Co. is introducing a new cleansing offering to its range. The launch of the Cleanse & Glow Transforming Gel Cleanser marks a new era for the brand, cementing Liz Earle Beauty Co. as the leading cleansing brand in the UK.
The brand’s cleansing credentials speak for themselves - having launched in 1995, Liz Earle’s Cleanse & Polish still sells one bottle every 16 seconds* and remains the top selling premium cleanser at Boots**. One of the first two-phase cleansers of its kind and unlike anything that the industry had ever seen before, this revolutionary product has won over 140 awards since it’s launch.
Following in this icon’s footsteps, the new Cleanse & Glow Transforming Cleanser will bring a brand-new innovative formula to the market. Harnessing over 25 years of botanical expertise, this tactile new formula transforms from a luxurious gel, enriched with natural micelles, into a lightweight impurity-dissolving oil, before rinsing off as a skin-softening milk to leave skin looking fresh and luminous. The innovative gel-to-oil-to-milk texture is powered by a unique blend of glow-boosting botanical extracts – vitamin C-rich acerola cherry, organic black bee honey and nourishing elderberry seed oil – and delicately scented with a revitalising bergamot fragrance.
The new Cleanse & Glow Transforming Cleanser follows the introduction of the Liz Earle Beauty Co. Pro-Biotic Cleanser last October, which marked the first cleanser launch from the brand since 1995. A Global Brand Manager for Liz Earle shared their insight into why Liz Earle has decided to expand its cleansing offering over the past year: “As a brand we know that our customers have different and changing needs for their skincare. Our iconic Cleanse & Polish™ has been ideal for those looking for a deeply purifying cleanse, plus gentle physical exfoliation but we understand that there is an increased need for different formulas. We have listened to our customers to help drive innovation and create a personalised beauty experience for those who want natural and sustainable skincare solutions.
Cleanse & Glow™ is ideal for those looking for an instantly brightening cleanse in a quick rinse-off formula; finally, our Pro-Biotic Balancing Milk Cleanser is ideal for those who have very sensitive, dry or reactive-feeling skin, offering instantly soothing benefits in a fragrance-free formula”.
Sarah Carr, Liz Earle Beauty Co. Facialist says “I love to use this cleanser for my daily morning cleanse as it instantly brightens my skin’s appearance. It’s also great to use for a second evening cleanse, after using Cleanse & Polish™, when I feel like my skin needs a PM pick-me-up. Cleanse & Glow™ works great at melting away any last residue of makeup and SPF to leave the skin looking glowing.
* Based on global volume sales, 52 weeks ended 28th Feb 21
** Source: The NPD Group Inc. Retail Tracking Service, Prestige Women’s Skincare Facial Cleanser Market by Franchise, October 2020 – September 2021, value sales