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Kimtrue puts one big number behind its 3rd-Generation Makeup Meltaway Cleansing Balm: more than 12 million units sold worldwide since 2019.
The balm costs $24.99 for 100ml, and it is also the most reviewed item in the whole catalog. We studied the ingredient panel and the directions, then read a pile of independent reviews, all to check whether the balm earns that figure.
Ingredients: A Short List Built on Plant Oils
The formula is built around four oils:
- Rice bran oil
- Buriti fruit oil
- Moringa oleifera seed oil
- European bilberry seed oil
Vitamin E and a portulaca oleracea extract are added for soothing.
Water, glycerin and propanediol form the base. That base is what lets the balm shift from a solid to an oil, and then to a rinseable milk once water touches it.
The brand markets the system as Speedy-Melt Pro. It follows a fairly standard oil-cleansing structure, so there is nothing exotic here.
What stands out is how short the ingredient list is. It leans mostly on plant oils instead of a long roster of synthetic emulsifiers.
Directions Straight From Kimtrue
The brand’s own instructions run in four steps:
- Scoop out some balm with the included spatula.
- Start with skin that is completely dry, and massage in circles to loosen makeup.
- Pour on some water and continue massaging until the balm goes milky.
- Rinse with lukewarm water.
You can use it as the first step of a double cleanse or as a standalone cleanser, morning or night.
Independent reviewers confirm that the transformation happens as described. A light, waxy balm turns to oil when it touches warm skin, changes into a milky emulsion after water is added, and rinses off without a greasy film.
What Reviewers Report
One theme recurs across independent reviews: the balm hydrates without stripping skin. It also fully dissolves makeup, SPF and daily grime, so no second cleanser is needed afterward.
A thorough blog review picked up a light citrus scent, which disappears soon after the balm goes on. That matters if you are sensitive to fragrance in skincare.
Kimtrue does not publish a star rating or review count on this product’s page. We read the 12 million sold figure as marketing language for the whole brand, not a review metric for this one product.
It is a meaningful sales number, but it does not equal a verified star rating.
Versus Kimtrue’s Other Balm and Banila Co
Kimtrue’s own Skin Purifying Cleansing Balm is the other option in the brand’s range. For makeup removal specifically, this one is the better pick. Its oil-based formula suits the job more than the fermented extracts in the other balm.
Banila Co Clean It Zero is the more established name, and the price is nearly identical. Where they diverge is the approach to ingredients, not how well they perform.
Our Verdict
At $24.99, this is a reasonable pick for a plant-oil balm that clears waterproof makeup and leaves no residue. Kimtrue’s retail presence is smaller than that of Banila Co or DHC, which is worth weighing.
Use the included spatula so you are not scooping with wet fingers. Follow the packaging and do the whole sequence of massaging first and adding water second. Rinsing early cuts the process short.