Simple Cleansing Face Wipes vs. CVS Beauty 360 Sensitive Skin Face Towelettes


Last week we checked out a Simple Micellar Cleansing Water knockoff that was a poor substitute. Today, we're going to see a little bit of store brand redemption: we picked up Simple Cleansing Face Wipes, and the CVS Beauty 360 Sensitive Skin Cleansing Towelettes copycat.

Both products came packaged in a light green soft plastic package. The Simple version used the soft plastic flap opening, while the Beauty 360 had the hard plastic opening that our consumers prefer.

The previous formulation of Beauty 360 was quite different, but they’ve updated the formulation as part of CVS’s efforts to remove parabens from their products. The new formulation is slightly different, with a few different ingredients and different relative percentages, but overall they are quite similar.

It looks like CVS may have skimped a bit on fragrance, as our consumer testers noted that the CVS version smelled worse and more “chemically.”

When applied to the skin, our consumers were quite pleased with the CVS version. The CVS version was softer and wetter, while the Simple version was drier and more textured. Our consumers actually preferred the feel of the CVS version.

Overall Similarity Score: 76%. The biggest knock against the CVS version was the chemical smell, but overall this was a pretty decent copycat. If you can live with the smell, it’s probably worth switching and saving the money.