Everyone’s talking about the Iconic London matcha cleansing balm but what are the benefits of matcha? (aff)

When a cleansing balm sells out within 48 hours, it’s easy to assume clever marketing is doing the heavy lifting. But lately, conversations around the new Iconic London underglow matcha melting cleansing balm £16 have felt different. Instead of the usual influencer buzzwords, people are talking about something far simpler: their skin just looks calmer, fresher and less irritated after cleansing.

Cleansers are often overlooked in skincare. We spend money on serums, masks and moisturisers, while cleansing is treated as a quick step to remove makeup. But skin experts have long argued that a harsh cleanser can undo your entire routine.

The newest balm gaining attention is the Iconic London matcha-infused cleansing balm. A cleanser that claims to cleanse, hydrate, soothe and prep skin all in one step. Big claims, yes. But beneath the marketing language is something genuinely interesting: the rise of matcha as a skincare ingredient.

Most people know matcha as the bright green powdered you can put in your latte and linked to the wellness culture. But skincare formulators have quietly been interested in it for years.

The Matcha cleanser is rich in polyphenols which are known for their antioxidant properties. Antioxidants help defend the skin against environmental stressors and oxidative damage, both of which can contribute to dullness and premature ageing.

Matcha isn’t a miracle ingredient, and no cleanser alone will transform your skin overnight. But as part of a routine focused on hydration and barrier health, it makes sense why matcha-based products are gaining traction.

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.}