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Kimtrue’s 3rd-Generation Makeup Meltaway Cleansing Balm is the product carrying the brand’s biggest claim: over 12 million units sold worldwide since 2019. At $24.99 for 100ml, it’s also the most reviewed item in the entire catalog. I went through the ingredient panel, the actual usage instructions, and a stack of independent reviews to see if the number matches the product.
What’s actually in it
The formula is built around European bilberry seed oil, moringa oleifera seed oil, buriti fruit oil, and rice bran oil, with vitamin E and a portulaca oleracea extract added for soothing. Kimtrue lists water, glycerin, and propanediol as the base, which is what lets the balm shift from solid to oil to a rinseable milk once water hits it.
Kimtrue calls this its “Speedy-Melt Pro” technology, and it’s a fairly standard oil-cleansing structure. Nothing exotic, but the ingredient list is short and mostly plant oils rather than a long list of synthetic emulsifiers.
How you’re supposed to use it
Kimtrue’s own instructions: scoop with the included spatula, massage into completely dry skin in circular motions to break down makeup, then add water and keep massaging until the balm turns milky, then rinse with lukewarm water. It’s built to work as either step one of a double cleanse or a standalone cleanser, day or night.
Independent reviewers back up that this transformation actually happens as described: a lightweight waxy balm that melts into an oil on contact with warm skin, then turns into a milky emulsion once water is added, rinsing clean without a greasy film.
What buyers are actually saying
The recurring theme across independent reviews is that it’s hydrating without stripping skin, and that it fully dissolves makeup, SPF, and daily grime without needing a second cleanser afterward. One detailed blog review noted a faint citrus scent that fades quickly after application, which matters if you’re sensitive to fragrance in skincare.
Kimtrue doesn’t publish a star rating or review count directly on this product’s page, so I’d treat the “12 million sold” figure as a brand-wide marketing claim rather than a per-product review metric. It’s a meaningful sales number, just not the same thing as a verified star rating.
How it compares
Against Kimtrue’s own Skin Purifying Cleansing Balm, this is the better pick specifically for makeup removal since the formula leans on oils rather than fermented extracts. Against a more established name like Banila Co Clean It Zero, the price is nearly identical, and the difference comes down to ingredient philosophy rather than performance. I broke down that full comparison in Kimtrue vs. Banila Co Clean It Zero.
Should you buy it
If you want a plant-oil cleansing balm that handles waterproof makeup without leaving residue, and you don’t mind a brand with a smaller retail footprint than Banila Co or DHC, this is a reasonable $24.99 pick. Use the included spatula so you’re not scooping with wet fingers, and give it the full massage-then-water step described on the packaging rather than rinsing too early.
For the brand’s return policy on this and other products, see my shipping and returns guide. For step-by-step usage tips specific to this balm, check how to use the Kimtrue cleansing balm the right way.
Keep reading: my full Kimtrue brand review, how to pick the right Kimtrue product, and where to buy Kimtrue authentically.