Why TikTok influencers can’t stop talking about ICONIC London’s Matcha Cleanser (aff)

If your TikTok algorithm looks anything like mine, chances are you’ve already seen the rich green swirl of the Underglow matcha melting cleansing balm making its way across your feed. Between “get unready with me” videos and makeup-melting demos filmed under impossibly flattering bathroom lighting, this cleanser has quietly become one of the beauty world’s most talked-about cleansing balms.

Unlike traditional cleansers that foam instantly or leave skin feeling tight, this balm starts as a silky, sorbet-like green melt that transforms into an oil as you massage it into the skin. TikTok creators are obsessed with showing how it dissolves long-wear foundation, SPF, and waterproof mascara in seconds.

The matcha-infused formula taps into the growing “skin barrier first” movement dominating beauty right now. Instead of stripping the skin, cleansing balms are designed to nourish while cleansing, and the addition of antioxidant-rich matcha gives this one a particularly luxe, wellness-inspired feel.

What makes the Underglow matcha melting cleansing balm stand out in a sea of cleansing balms is how sensorial it feels. TikTok loves products that look expensive, feel indulgent, and photograph beautifully, and this checks every box. The soft green hue, glossy packaging, and buttery texture practically beg to be filmed in a GRWM.

Influencers are calling it their “one-step reset” product because it removes makeup and cleanses at the same time ideal for anyone who wants an effective skincare routine without a 12-step commitment.

To make the whole routine even more tempting, there’s also the Cleanse & go bundle a TikTok-ready pairing that actually makes sense. The set includes the Triple Threat Mascara with the Underglow matcha melting cleansing balm,and reusable cleansing pads.

Of course, TikTok virality doesn’t always equal quality. But every now and then, a product breaks through because it genuinely aligns with what beauty lovers are craving right now.

Natalie Dixon is our Lifestyle reporter, if you liked this article and want to read more about fashion, beauty and lifestyle you can follow Natalie Dixon on X here.

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^{This article was produced with the support of AI tools to assist in sourcing and structuring information. All content has been reviewed, verified and completed by a journalist prior to publication.}