PURPOSE: To obtain an abrasive cleanser with a plastic fluidity without solidifying by preparing an aqueous solution having a specific viscosity and a yield value containing a particulate abrasive, an LAS surfactant, an electrolyte/buffer and a thickener.

CONSTITUTION: The cleanser having a viscosity of about 10000 to 250000 cPs and a yield value of about 1 to 80 Pa comprises an aqueous solution of (a) an effective amount of a particulate abrasive, (b) an amount to float the abrasive of an LAS surfactant having an 8-18C alkyl group, (c) an electrolyte/buffer to adjust pH of the formulation to about 9.0 to 11.5, (d) a thickener containing M2O(SiO2)n and a borate anion source, where M is an alkali metal, (n) equals 0.5 to 5, the ratio of the borate anion to M2O(SiO2)n is about 1:5 to 4:1. A preferable example of M2O(SiO2)n in component (d) is silicate of sodium, potassium, lithium, the best is sodium silicate and preferable (n) is 2.4.