What skin type do you have? People with dry or sensitive skin types may prefer a creamy cleanser that adds moisture to skin while cleansing. Liquid and gel cleansers are best suited to oily and combination skin types. Although most users prefer cleansers that lather generously, the amount of lather in a cleanser has no correlation to how well it cleanses skin. Skin-care expert Paula Begoun provides an excellent article that explains how to determine your skin type.
What issues you are trying to treat? Along with knowing your skin type, it might be helpful to establish what skin issues you'd like to treat with your cleanser. Some cleansers contain ingredients to help treat acne, even skin tone and even reduce the size of pores.
Do you prefer natural or eco-friendly products? There are no set guidelines to govern what counts as "natural" or "eco-friendly," so customers really have to do their homework in this category. Look for products that contain recognizable ingredients and are free of mineral oils, parabens and other chemical preservatives, coloring and fragrances. The Environmental Working Group's (EWG) Skin Deep Cosmetic Database is an in-depth resource that discusses the ingredients used in various cleansers as well as their environmental impact and whether or not animal testing is performed.