Rich cleansing oil is an oil-type facial cleanser that combines medium-to-high viscosity emollients with vegetable or stable synthetic oils and emulsifying surfactants to dissolve long-lasting makeup, water-resistant sunscreen, and sebum, which then emulsify upon contact with water to be washed away.
It is designed to provide a cushioning sensation and longer-lasting massage than light cleansing oils, while reducing friction during cleansing and tightness afterward for dry skin. It is suitable as a first cleanser to dissolve heavy base, lip, and eye makeup in a single step, but a heavy film may remain on the skin and around the eyes if not sufficiently emulsified.
'Rich' does not simply mean a high plant oil content. It must deliver high makeup dissolving power, a rich cushioning sensation, stable emulsification, and a comfortable finish after cleansing.
Key Product Design Points: Rich oil cushioning, long-lasting makeup dissolving, sufficient massage time, stable emulsification, and a moderate oil film after rinsing
Consumers who use waterproof sun care, long-wear foundation, eye, and lip makeup find it difficult to remove residue with just mild cleansers. Using multiple cotton pads or repeated washing can increase friction on the skin and around the eyes, so a product that dissolves the makeup sufficiently in a single step is necessary.
The main reasons for purchase are as follows.
· I want to effectively remove waterproof sunscreen and long-lasting makeup.
· I want to reduce the need to scrub my skin vigorously with the cushioning effect of oil.
· I need a first cleanser that is comfortable to use even on dry skin.
· I want to dissolve makeup, sebum, and oily impurities all at once.
· I want a product with high cleansing power that does not leave my skin feeling excessively squeaky clean after rinsing.
The purchase value is determined more by the speed of makeup dissolution, cushioning during massage, emulsification stability, number of rinses, eye irritation and blurred vision, and the oil film remaining after washing than by the number of expensive vegetable oils.
Rich cleansing oils have grown based on Japanese oil cleansing and K-Beauty's double cleansing trends, and have expanded into the global first cleansing market alongside the increasing use of long-lasting makeup and water-resistant sun care. They are particularly suitable for consumers with dry or mature skin, those who use a lot of makeup, and markets in dry climates.
Although the target market is narrower than that of light oils, it is easy to expand into the Masstige and Prestige markets by combining cleansing power, sensation, and a premium ingredient story. However, since consumers with oily or combination skin may be concerned about a heavy residue, the texture after emulsification and whether a second cleansing is necessary must be clearly explained.
· Primary Consumer: Users of waterproof sun care and long-lasting makeup
· Secondary Consumer: Normal to dry skin types desiring oil cushioning and minimal post-cleansing tightness
· Premium Consumer: Consumers who value plant oils, sensory experience, and cleansing rituals
· Separate Validation Group: Sensitive skin, acne-prone skin, and eye area/contact lens users
Expressions such as "completely removes impurities from pores," "eliminates blackheads," or "treats acne" are not used as general data on makeup removal power.
The key performance characteristics are that it rapidly dissolves oily contaminants on dry skin, provides sufficient cushioning and slip during the massage process, and emulsifies evenly when water is added to rinse off without leaving an excessive film. For the removal of water-resistant sunscreens, cleansing oil can be a more suitable removal route than water or regular foaming cleansers. Comparison of Sunscreen Removal Methods
The formula may consist of caprylic/capric triglyceride, emollients such as pentaerythrityl tetraethylhexanoate and C12-15 alkyl benzoate, vegetable oils such as olive, camellia, jojoba, and apricot kernel oil, polyglyceryl ester or PEG-based emulsifying surfactants, and antioxidant co-ingredients.
Increasing the vegetable oil content enhances texture and brand story, but it can lead to greater variations in raw material odor and color, oxidation, and seasonal viscosity. Adding essential oils for scent and sensory purposes may conflict with fragrance-free or sensitive user positioning.
| Formula Route | Key Features | Recommended application |
|---|---|---|
| A. Balanced Rich Emollient Oil | Balance between synthetic and semi-synthetic emollients and limited vegetable oils | Global universal rich oil |
| B. Botanical Nourishing Oil | Strengthening the proportion of vegetable oil and the story behind the sensory and raw materials | Dry · Masstige · Prestige |
| C. High-Removal Rich Oil | Enhanced dissolving power for waterproof and long-wear makeup | Makeup specialist first cleansing |
For general buyers, Route A is suitable due to its good balance of removal power, oxidation stability, and rinsability . NoChemiLife Hero applies Route A with reduced fragrances, essential oils, and decorative vegetable oils, and clearly manages the emollients and emulsification systems required for performance.
While rich cleansing oils may expose users to fewer surfactants than foam cleansers, their high oil content or the use of vegetable oils does not automatically imply they are hypoallergenic. The oxidation state of the ingredients, the combination of emulsifiers and fragrances, massage duration, and contact with the eye area are the factors that determine actual safety and user experience.
Since oxidized vegetable oils can increase the likelihood of changes in odor and color and skin discomfort, it is necessary to manage appropriate oxidation indicators, such as raw material specifications and peroxide values, as well as the stability of the finished product. Even with the addition of tocopherol, oxidation caused by heat, light, oxygen, and long-term storage cannot be completely prevented.
When used around the eyes, check not only for waterproof mascara removal but also for eye irritation, temporary blurred vision, and residual oil. 'Non-comedogenic' or 'suitable for acne-prone skin' is determined based on the finished product data, not the online ratings of specific plant oils or esters.
| division | Key points to check |
|---|---|
| Korea | Prohibited/Restricted Ingredients, All Ingredients/Precautions for Use, Makeup Removal Claim |
| EU | Responsible Person, CPSR·PIF·CPNP, Ingredient Annex and Fragrance Allergen Labeling |
| USA | MoCRA facility registration, product listing, safety data, exclusion of treatment and acne claims |
| China | General Cosmetics Vian, Ingredient & Safety Evaluation, Efficacy Claim Evaluation Data |
| Japan·ASEAN | Product Classification, Ingredients/Labeling Standards, Import Management, Notification/PIF |
| Mandatory Validation | Color, odor, viscosity, oxidation, low-temperature turbidity, emulsion stability, container suitability |
| Recommended Validation | Waterproof sun care, makeup removal, emulsification, rinsing, film-like texture, eye discomfort |
| When applying the Claim | Hypoallergenic · Sensitive Skin · Eye Area · Non-comedogenic · Fragrance-Free Information |
Claims similar to leave-on oils, such as 'nutrient supply' and 'skin barrier strengthening,' must be limited to the actual usage conditions and data levels of rinse-off products.
The standard container is a 150–200 mL locking pump bottle. For medium to high viscosity formulas, pump suction power, low-temperature dispensing, single-stroke volume, and residual volume must be checked. Since rich oils tend to remain on the container walls and pump neck, managing leakage and external contamination is important.
Transparent containers can showcase the natural color and texture of vegetable oils, but they carry the risk of photooxidation. If the specific gravity of the vegetable oil is high, consider light-blocking, colored, or UV-blocking containers, along with headspace and the filling environment. For travel use, 20–50 mL screw-caps or locking pumps are suitable.
The shelf life is determined based on color, odor, viscosity, appropriate oxidation indicators, precipitation and low-temperature turbidity, emulsifying power, and container suitability. Prior to export, checks must be made for exposure to high and low temperatures and light, pump leakage after vibration or drops, container deformation, and label adhesion.
The recommended market position is Mass Premium to Prestige . Since the costs for vegetable oils, emollients, texture, and packaging may be higher than those of general cleansing oils, it is appropriate to position the product based on cleansing power, cushioning, and post-cleansing comfort rather than competing on the lowest price.
In the Mass Premium market, waterproof removal, sufficient volume, and a low film-like film after emulsification are important. In the Masstige and Prestige markets, ingredient traceability, high-quality botanical oils, fragrance-free or sophisticated scenting policies, eye comfort, and premium pumps serve as differentiators.
Manufacturing costs and supply prices vary depending on the types and content of vegetable oils, emollients, and emulsifiers; oxidation stabilization; light-blocking container and pump specifications; removal capacity and eye size tests; and the MOQ and production quantity. Buyers should first review the actual blending ratio, supply stability, and the impact on the target FOB, rather than the names of expensive raw materials.
Shu Uemura Ultime8∞ Sublime Beauty Cleansing Oil combines Japanese Tsubaki-related ingredients and complex oils with high makeup removal power and a sensory cleansing ritual. It is a representative benchmark that expanded the rich cleansing oil into a Prestige skincare product. Shu Uemura Ultime8 Cleansing Oil
DHC Deep Cleansing Oil established the Japanese-style one-step cleansing method in the global market, utilizing a rich, olive oil-based texture to dissolve sunscreen, sebum, and long-lasting makeup before emulsifying them with water. It is the representative benchmark for botanical-rich oils. DHC Deep Cleansing Oil
Sulwhasoo Gentle Cleansing Oil combines various emollients with a Korean botanical oil story to offer waterproof makeup removal, a cushiony texture, and post-cleansing comfort. It is the Masstige and Prestige Benchmark of K-Beauty rich oils. Sulwhasoo Gentle Cleansing Oil
Korean OEMs and ODMs must not replicate these products but combine a rich yet not excessively heavy texture, rapid emulsification, long-lasting makeup removal, and a fragrance-free, minimal approach.
NoChemiLife Hero Fragrance: Reduces fragrances, essential oils, colorants, and decorative vegetable oils, and verifies rich cushioning, high removal power, stable emulsification, and a non-excessive residue with necessary emollients, emulsifiers, and oxidation-stabilizing ingredients.
| manufacturing route | Fit | Recommended usage |
|---|---|---|
| Ready Formula | A | Rapid Private Label and Limited Market Validation |
| Semi-Custom ODM | A+ | Adjustment of policies regarding viscosity, vegetable oil, removal power, emulsification, and fragrance |
| Full-Custom ODM | A+ | Proprietary botanical and emollient systems and Prestige Hero development |
| Global Scale-Up | A | Expansion after verifying oxidation, low temperature, raw material supply, and pump stability |
For general buyers, a semi-custom ODM is suitable for adjusting the vegetable oil ratio, viscosity, removal power, emulsification speed, post-rinse film texture, and fragrance policy within a proven base formula . Premium buyers can design the raw material story, sensory experience, and packaging together through a full-custom channel.
The process proceeds in the following order: Buyer Product Brief → Selection of Removal Target, Skin Type, and Formula Route → Sample → Comparison of Solubility, Cushion, Emulsification, Rinsing, and Film Feel → Oxidation, Skin, Eye Area, and Container Suitability → Golden Sample → Pilot Production → Main Production.
K-Beauty OEM/ODM & Private Label Inquiry
Contact to: mail@markethub.org
The Buyer must provide target countries, consumers, sales channels, launch date, skin type, use alone or for first cleansing, coverage of sun care and makeup to be removed, desired viscosity, cushioning, massage time, emulsification speed, film thickness after rinsing, use around the eyes, fragrance policy, ingredients included and excluded, natural origin standards, container and volume, MOQ, estimated quantity, target retail price and FOB, and necessary claims and tests.
In particular, you must decide the following four things first.
- Is it for daily cleansing for dry skin, or for removing waterproof and long-wear makeup?
- Is it an emollient balanced type, or a botanical rich oil with a high proportion of vegetable oil?
- Which texture do you prefer: a soft residue or a completely fresh rinse?
- Which claim is needed among hypoallergenic, sensitive skin, eye area, non-comedogenic, and fragrance-free?
The biggest development risk is emphasizing only expensive vegetable oils and a 'nutritional' image without verifying actual removal power, emulsification, eye discomfort, and stability regarding oxidation, low temperatures, and pump operation. If the heavy texture does not translate into makeup dissolving power or leaves an excessive film after emulsification, repeat purchases become difficult.
Recommended Next Action
Buyer Brief → Confirmation of Removal Targets, Vegetable Oil Ratios, and Formula Route → Semi-Custom Sample → Comparison of Solubility, Cushion, Emulsification, Rinsing, and Film Buildup → Oxidation, Skin, Eye Area, and Container Validation → Golden Sample → Pilot Production → Global Launch
Global Core — A
It is a repeat purchase product with clear demand for long-lasting makeup, water-resistant sun care, and a feel suitable for dry skin. Although the target consumer base is narrower than that of light oils, it has high potential for expansion into the Masstige and Prestige segments.
OEM/ODM Priority — A
While there is a high potential for differentiation in formula and sensory characteristics, the need for simultaneous management of vegetable oil, emulsifiers, oxidation stability, and pumps makes sophisticated semi-custom development more suitable than a simple ready formula.
NoChemiLife Hero — Hero Candidate
If fragrances, essential oils, pigments, and unnecessary vegetable oils are reduced, and the product is verified to provide rich cushioning, high removal power, stable emulsification, minimal eye discomfort, and appropriate residue using necessary emollients and emulsifiers, it can become a Hero for dry-skinned and makeup consumers.
Core Evidence
· Comparative Study on Sunscreen Removal Methods
· Effects of Cleansers on the Skin Barrier
· Shu Uemura Ultime8∞ Cleansing Oil
· DHC Deep Cleansing Oil
· EU Cosmetics Regulation
· FDA MOCRA
Runtime
Dataset Version: 2026.9
