| Category | Cleansing |
| Founded | 2005 |
| Headquarters | Seoul, Korea (F&Co under F&F Group) |
| Listing | Parent F&F listed on KRX (007700); brand operated by subsidiary F&Co |
| Latest revenue | Brand revenue not disclosed separately |
| Hero SKUs | Clean It Zero Cleansing Balm |
Brand History
Banila Co was launched in 2005 by F&Co, the beauty arm of Korean fashion group F&F, with its first store in Myeongdong. Its original positioning was makeup plus base, under the idea of 'Skincare for Makeup' — treating priming, coverage and cleansing as one continuous process. In 2009 F&F set up its Shanghai trading company and entered China formally.
What made it global was Clean It Zero, launched in 2006. It turned a texture into a category standard: a solid balm that melts to oil on contact, no dripping, no cotton pad, removal and cleansing in one step, with coloured jars as visual memory — quickly a fixture on K-beauty shopping lists. The product is now in its sixth generation (2024) with variants including Original, Pore Clarifying, Calming and Nourishing. The brand has also become a collaboration specialist, with Barbie, Hello Kitty and Peanuts limited editions used to keep younger buyers repurchasing.
Hero Products
Three-Year Financials
Neither the brand nor its parent publishes audited annual financials; no estimates are provided.
Brand-level：Brand revenue is not public. Clean It Zero is the core: Euromonitor data in March 2025 put it at 22% of the global cleansing-balm market, and cumulative sales passed 100 million units by 31 July 2025 (100ml equivalent) — one sold every 3.08 seconds on average.
Source：F&F and F&Co materials; Euromonitor data as disclosed by the brand; trade press
Company Coverage
- 2025-12Balm passes 100m units
One sold every 3.08 seconds on a 100ml basis, with 22% global share.
Source：Brand disclosure and Euromonitor - 2025-06Collaborations continue
Hello Kitty and Peanuts limited editions keep younger buyers engaged.
Source：Brand release - 2024-04Sixth-generation balm
Reformulated with cleansing power up from 94% to 97% plus micro-dust testing.
Source：Brand release
Editor's note: Banila Co is the classic case of one texture defining a category — it did not invent makeup removal, but it made the balm mainstream. The risk is the same: when everyone can make a balm that melts, 22% share must be defended with collaborations and price. Its real moat is being the first jar people remember, and that only holds if the product keeps earning it.