E-commerce · Skincare
My face feels tight after washing, and I do not know which face wash is the gentle one.
A cleanser is the product people buy first and replace most often. It costs little, runs out fast and has near-identical competitors on every page, so it is bought on a feeling the buyer has already had: tight, squeaky, greasy, or clean without being stripped.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Cleansers are face washes, foaming gels, cream cleansers, cleansing oils and micellar waters, used once or twice a day and finished within a couple of months. GullySales works on the skin-type and feel questions buyers ask, on the price per millilitre comparisons that decide marketplace orders, and on the reorder rhythm that makes a cleanser the easiest repeat sale in the range.
That makes it the best entry product a brand has, and the one most easily lost to a discount.
Last updated 7 Oct 2026. Product, labelling and advertising rules for skincare differ by product and change. We describe them in general terms, so check the current position with your own adviser or the regulator before you publish a claim.
Who it is for
This is written for you if you sell cleansers online.
- Brands whose face wash is the lead product and the route into a routine
- Sellers of cleansing oils and balms to buyers who wear sunscreen and makeup
- Brands selling gentle or fragrance-free washes to buyers with sensitive skin
- Men's grooming brands whose face wash is the main product on marketplaces
Not for
It is not the right fit if.
- A brand that wants to say a face wash clears acne or treats a skin condition
- A seller with no way of reaching the buyer again for a reorder
How buyers choose
What decides the sale of cleansers.
How it feels after rinsing
Buyers search for a face wash that does not leave the skin tight, or one that removes oil without drying. Reviews describing that feeling are read ahead of the description.
Skin type and the format
A gel for oily skin, a cream for dry skin, an oil or balm for makeup and sunscreen. The buyer chooses the format before the brand.
Quantity and price per use
The bottle size in millilitres, and a pack of two. Buyers do the sum on the unit price across listings, and a pack changes the maths.
Fragrance, foam and what is in it
A scented wash suits some and not others. Buyers who avoid fragrance or sulphates check the list for it, and notice if the page does not show one.
Where sales are lost
What usually goes wrong when you sell cleansers online.
In the words sellers use on the first call.
“A cleanser is the cheapest thing in the cart and the most compared”
Buyers sort by price per millilitre. A brand that cannot say why its wash is different has only a discount to offer.
“Dry skin buyers say it stripped their face”
A gel made for oily skin was bought by someone with dry skin because the page did not say who it was for. The review does damage to the rest of the range.
“Nobody reorders on a schedule”
A small bottle is gone in a couple of months and the buyer picks whatever is on sale next, because nothing from you arrived at the right time.
The scope
The work we would propose for cleansers.
Measured on purchases, conversion rate, cost to win a customer, average order value and repeat purchases. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- Who each wash is forTitles and first images that say oily, dry or sensitive skin, with the feel after rinsing in the first bullet and the full ingredient list below.
- A subscription or reorder offerA message timed to the bottle running out, with a saved size and a pack option, sent over WhatsApp or email.
- Starter pack to a routineThe cleanser offered with a moisturiser and a sunscreen at checkout as a morning routine, with each step explained.
- Searches for the feelingPages for 'face wash that does not dry skin', 'cleansing oil for sunscreen', 'gentle cleanser for sensitive skin', written without claims.
Double-cleanse education
A short page and video on when one cleanser is enough and when a balm or oil comes first, linked from both products.
What we do
What you get for cleansers.
Each deliverable and what it is there to change.
A skin type chooser for cleansers
Three questions and a recommendation that stops a dry-skin buyer ordering the oily-skin wash.
A price-per-use table
A plain comparison of your sizes and packs by cost per millilitre and by approximate number of washes.
A reorder message timed to the bottle
A short message at the point when the size is nearly finished, with a link to reorder in a click.
A double-cleanse page
When to use an oil or balm first, what to use second and why, written for the buyer who wears sunscreen every day.
How the result is measured
- Purchases
- Conversion rate
- Customer acquisition cost
- Repeat purchase rate
- Return rate
- Days between first order and reorder
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Your cleanser range with sizes and prices on each platform
- Reviews mentioning dryness, oiliness or foam
- Reorder timing for your cleansers
- Your ingredient lists and the claims on the label
- The packs and bundles you sell today
Selling in India and abroad
Selling cleansers beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
Water and skin
Hard water in some cities makes cleansers feel different, and buyers abroad ask about it. Climate and water hardness are things reviewers mention.
Liquids in the post
Bottles of liquid are heavy to ship and are limited by carrier and country rules on liquids, so the first step is to find out how a parcel of cleansers is priced to ship.
FAQ
Questions about selling cleansers online.
Not here? More answers, or ask on WhatsApp.
How do I stop discounting my face wash to compete?
Should I sell cleansers in packs of two?
Can I say my face wash is pH balanced or sulphate free?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
More in Skincare
Sellers of cleansers also need
Also selling from a shop, a workshop or a warehouse? See the page for personal care brands.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your cleansers sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.