The Underglow Matcha Melting Cleansing Balm from Iconic London has returned after selling out, offering a nourishing, matcha-rich cleanse that transforms from balm to milk
The beauty world has a new favorite: the ICONIC London Underglow Matcha Melting Cleansing Balm. After an initial launch that saw the product sell out within 48 hours, it has been restocked and is attracting attention again from skincare fans and routine minimalists alike.
This launch marks ICONIC London‘s first step into skincare, and its debut formula leans on matcha as the headline ingredient. While the green tea powder has roots in traditional wellness, here it is reimagined as a key player in pampering cleanses that aim to remove makeup efficiently while also treating skin kindly.
The texture journey of this balm is central to its appeal. Starting as a weightless balm, it transforms into an oil when massaged across the face and then becomes a milky emulsion when water is added. This balm-to-oil-to-milk conversion is designed to lift away makeup, sunscreen and daily grime without tugging or stripping.
The packaging also features a controlled dispensing mechanism that releases the balm in tidy ribbons, helping users apply the right amount and maintain hygiene—an often-overlooked detail that makes evening routines feel neater and more deliberate.
What the formula delivers
The Underglow balm blends sensory luxury with functional skincare. Beyond the star matcha, the product contains a supporting ensemble of ingredients chosen to protect and replenish the skin. Ceramides are included to bolster the skin barrier, while squalane offers lightweight hydration that softens the surface. Shea butter provides conditioning comfort, and vitamin E contributes antioxidant support and helps condition the complexion. Together, these components aim to remove impurities while leaving the skin feeling moisturized rather than taut—an important distinction for anyone who has experienced the dryness that some cleansers can cause.
Matcha: more than a trend
Matcha has been elevated from beverage trend to skincare staple because of its antioxidant profile. In this context, antioxidants are compounds that help neutralize environmental stressors, which can reduce the visible toll of pollution and daily exposure on the skin. The calming aspect of matcha complements its protective role, making it suitable for users who want both soothing and defense in their cleansing step. Incorporating matcha into a rinse-off product aims to balance ritual and results—an accessible bridge between indulgence and everyday skin health.
How it fits into your routine
One of the balm’s strengths is simplicity. It is created to be the initial phase of a skincare routine: a single-step cleanser that handles makeup removal and gentle conditioning simultaneously. That means there is no need for complex double-cleansing rituals unless you prefer them; the Underglow balm is designed to work within existing regimens and to leave skin prepped for serums, moisturizers or makeup application. For those who value low-effort, high-impact steps, the product slots neatly into a minimalist framework while still delivering hydration and preparation benefits.
Availability, promotions and alternatives
The balm’s popularity has led to rapid sell-outs in the past, which is why the current restock is notable—especially as the brand has offered temporary discounts, including a 25% off promotion during bank holiday sales. Shoppers should bear in mind that delivery charges may apply, and strong demand suggests items could disappear quickly. If you’re considering a purchase, now is the moment to decide, particularly when promotional pricing reduces the barrier to trying a new skincare step tailored around matcha and nourishing lipids.
Related at-home options worth noting
Alongside trending cleansers, other at-home beauty devices and treatments are drawing consumer interest. For example, the Keskine IPL handset has been mentioned as an entry-level option for reducing body hair at home; it claims up to 98% hair reduction in four weeks, includes cooling technology for comfort, and offers treatment sessions from roughly 24 minutes. The device is priced at around £199 (previously £299), positioning it as a cost-conscious alternative to clinic visits. Meanwhile, oral and cosmetic care options like MySweetSmile tooth-brightening kits promise affordable whitening, with some solutions costing under £2 per use. These alternatives reflect a broader shift toward at-home, wallet-friendly beauty and grooming solutions that complement a refreshed skincare routine.
