When it comes to our cleansing routine, skincare fans know that bog-standard soap and water just doesn't really cut it. Having a decent cleanser that removes 'all traces of makeup' as well as the grime of the day without stripping our skin of oils and moisture is actually pretty important. While there are countless products in the beauty market that give us glowing, cleansed skin, those of us pressed for time can benefit from our cleansers doubling up as skincare treatments, too.

One such brand whose cleansing balm is loved for doing exactly that is ICONIC London's sell-out Underglow Matcha Melting Cleansing Balm, which promises to deliver a 10-in-1 formula that cleanses, hydrates, repairs, brightens, nourishes and soothes, all while dissolving makeup, prepping and perfecting the complexion. All whilst imparting that signature glow the brand has become renowned for.

Costing £16, it's unlikely to be in stock for long as it previously flew off the shelves within 48 hours.

The cleansing balm's formula has tapped into one of the biggest trends of the last few years: matcha. While iced matchas are set to be a firm favourite as the summer draws nearer, it seems beverages are no longer the only way to get our fix, as the brand describes the Underglow Melting Cleanser as 'powered by matcha' and 'backed by science.'

It's been such a hit with skincare fans that shoppers are hailing it as 'the best ever cleanser' - quite the claim.

Should ICONIC London's cleansing balm not quite hit the mark, The Body Shop's Camomile Sumptuous Makeup Cleansing Butter is a great alternative at £15. It claims to gently dissolve makeup in under 30 seconds, leaving skin feeling irresistibly soft and thoroughly cleansed.

Those with a larger budget will love the cult favourite ELEMIS Pro-Collagen Cleansing Balm 100g (Boots, £52). It features a multi-purpose formula that can be transformed into three textures; a balm, a cleansing milk and an oil.

ICONIC London is renowned for its luminous makeup, so it's hardly surprising that the Underglow Matcha Melting Cleansing Balm has been formulated to enhance makeup application while nourishing the skin beneath. The brand states that in a two-week consumer study of 54 people, 96% agreed it instantly melts makeup, 94% agreed skin appeared smooth, and 96% agreed it doesn't feel greasy or leave a residue on the skin, reports the Mirror.

For those wanting to give their skin a real treat, topping up on not just the cleanser, but the brand's famed primer and setting spray, its Skin Prep bundle is currently on sale for £47.60, as opposed to £68. It contains the Underglow Matcha Melting Cleansing Balm, Iconic's Prep Set Glow and the Underglow Blurring Primer.

Fans of the Underglow Matcha Melting Cleansing Balm have shared glowing reviews of its formula online - alongside a 4.88 star rating - with the product proving particularly popular amongst mature shoppers who commend its hydrating properties and the 'silky smooth' result it delivers. One shopper who listed their age as over 46 enthused: "Absolutely love it best thing I've ever used."

Another in the same age bracket remarked: "Wow this is my new fave, the moisture this gives is insane, I can't stop using it."

Meanwhile, a third reviewer remarked: "The best I've used, only need to use a bit and my skin is like silk after using it."

Another customer was equally as impressed with the consistency, writing: "This is so lovely to use - melts like butter and leaves your skin feeling clean and glowing."

Someone else noted: "Love this new product. Best ever cleanser."

As is typically the case, not all skincare products will suit all users, and it is worth bearing in mind that the balm texture may not appeal to everybody, with some favouring lighter gel or foam formulations.

It's important to note that the cleanser also doesn't come in a clear pot - an issue amongst some shoppers. One review read: "This cleansing balm is beautiful it cleansing the skin well and leaves a nice glow to the skin will definitely be repurchasing this product, the only problem I have is the pot itself you won’t know when your about to run out as it’s not a clear pot and you can’t open the lid it’s a twist lid."

That said, this wasn't a big deal for the majority and one user noted in a longer review: "Omg where has this been all my life? Some times with some cleansing balms you have to use it a couple of times to get your make up off but with this one full turn is enough to take off your face.

"I even had comments of my husband asking if he can use it. As always Iconic London you have done it again making brilliant products."

It even carries a professional endorsement, according to one shopper who stated: "I am a beauty therapist and have tried everything that is vegan and cruelty free. I've got older skin and really loved how the product melts into your skin, cleans well and skin feels lovely afterwards - have bought for my daughter and sons girlfriend too, love it."