Face Mask Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Face Mask Market is segmented by Product Type (Sheet Mask and Wash-off Mask/Leave-in Mask), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market size and forecasts in value (USD million) for the above segments.

Market Snapshot

Face Mask Market Summary
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: North America
Largest Market: Asia Pacific
CAGR: 6.46 %
Face Mask Market Major Players

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Market Overview

The face mask market is projected to register a CAGR of 6.46% during the forecast period 2022-2027.

Since most individuals and employees are practicing home isolation due to the rapidly advancing coronavirus (COVID-19), companies in the beauty facial mask market are experiencing a steady rise in the number of online orders. Due to the isolation, the consumers are more towards their skincare routine, which in turn increased the demand for face masks during the pandemic. Women were more interested in facial skincare, more often followed the procedure of full home skincare. The significance of the Internet also increased considerably, not only as a source of knowledge in the field of cosmetology but also as a thriving market selling cosmetic products such as face masks. Moreover, several companies are increasing efforts to keep their products in stock, while other companies are unable to process online orders since workplaces are prohibited from any business operations.

Application of natural ingredients such as extracting the active ingredients of plants and applying in the form of cream, clay, peel-off, warm-oil, sheet mask, has made face masks more popular amongst the millennials, as consumers are looking for more natural products rather the products with more chemicals.

Increasing pollution and busy lifestyle have driven the adoption of a variety of skincare products across the globe, especially with increasing preferences for facial masks. Rising demand for organic and natural skincare and cosmetic products that offer multiple benefits, such as moisturizing, anti-aging, and treatment of acne/blemishes, is expected to offer a favorable scope for the market growth of facial masks.

The growing adoption of skincare products by men is another major factor driving the growth of the global face mask market. The rising number of retail chains in developing countries and the availability of several types of skin masks coupled with the development of e-commerce is resulting in the easy availability of face masks, which is another key factor fueling the growth of the global market.

Scope of the Report

Beauty facial masks are used by consumers for bleaching, purifying, and preserving the complexion of the skin. The face mask market is segmented by product type (sheet mask and wash-off mask/leave-in mask), distribution channel (supermarkets/hypermarkets, convenience stores, specialty stores, online retail stores, and other distribution channels), and geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market size and forecasts in value (USD million) for the above segments.

By Type
Sheet Mask
Wash-off Mask/Leave-in Mask
By Distribution Channel
Convenience Stores
Specialty Stores
Online Retail Stores
Other Distribution Channels
By Geography
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
United Arab Emirates
Rest of Middle-East and Africa

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Key Market Trends

Rising Consumer Spending on Skin and Facial Care Products

With the rising innovation and launch of newer personal care products in the market studied, there has been a notable rise in the spending of consumers in the skincare and facial care segment of the market studied, which ultimately drives the demand for face masks and sheets across the world. In context with the face mask market, Koreans are among the biggest drivers of innovation in the beauty and skincare industry. Sheet masks were one of the biggest success stories of K-beauty. Thus, face sheet masks are recently changing the beauty industry and gaining popularity by seeing various celebrities utilizing and endorsing sheet masks infused in serums and containing active ingredients. Consumers also believe that masking helps all other skincare products work more efficiently. If one wants day lotions, serums, and night-time products to be absorbed by the skin quicker and deeper, then a face mask is necessary. By masking regularly, one also can ensure that toning, hydrating and protecting products will all perform better. Thus, the perceived benefits of face masks and sheets, coupled with improved consumer spending for facial and skincare products, are driving the market study.

Face Mask Market: Skincare Products, Average Revenue per capita, in USD, United States, 2018-2021

Asia-Pacific Dominates the Market

Asia-Pacific dominated the global market owing to high product consumption in countries such as South Korea, India, Australia, and China. Continuous product innovation has been witnessed in recent years owing to the increasing demand for skin care products in these countries. The consumers in this region follow intensive skincare routines in which the application of the face mask is an important step as it hydrates the skin, making it soft and glow. Peel-off masks, cream masks, and clay masks will continue to be top-selling products due to their properties such as temporary skin tightening, stimulation of blood supply, elimination of impurities and dirt, moisturizing, and softening the skin and thereby increasing the demand. Moreover, the intensive summer season and rising pollution in the region also boost the overall market demand for face masks.

Face Mask Market: Market Share (%), by Region, Global, 2021

Competitive Landscape

The face mask market is fragmented with the presence of numerous players. The key players are using growth strategies, including mergers and acquisitions, expansion, new product development, and partnerships, to fuel market growth. There are several prominent players in this industry, such as Procter & Gamble Company, Estée Lauder Inc., and L’Oreal SA, among others. Moreover, it is crucial for players to continuously innovate, operate and grow in the market due to the rapidly changing consumer demands and preferences. Also, companies are using digital and social media advertisements to make consumers aware of their new product launches in the market.

Major Players

  1. The Estée Lauder Companies Inc

  2. L'Oréal S.A

  3. Procter & Gamble Co.

  4. Reckitt Benckiser Group PLC

  5. Johnson & Johnson Inc.

Face Mask Market Concentration

Recent Developments

  • In January 2022, Oscar Mayer launched its new bologna-inspired hydrogel sheet face masks on Amazon, United States. The company partnered with Seoul Mamas, a Korean beauty and skincare company in St. Louis, for the launch.
  • In August 2021, a division of Kao Corporation, Kanebo, had launched a sheet mask called the Smile Performer. For reduced environmental impact, the sheets are made entirely from cotton by-products with biodegradable properties.
  • In July 2019, Mediheal, Korea's sheet mask brand, was officially launched in the United States with beauty expert Daniel Martin as Brand Ambassador. Renowned for its signature N.M.F. mask and innovative two-step sheet mask model, the brand is celebrated for offering premium quality, highly-effective products at affordable prices.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Sheet Mask

      2. 5.1.2 Wash-off Mask/Leave-in Mask

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 By Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Reckitt Benckiser Group PLC

      2. 6.4.2 Procter & Gamble Co.

      3. 6.4.3 The Estee Lauder Companies Inc.

      4. 6.4.4 L'Oreal SA

      5. 6.4.5 Johnson & Johnson Inc.

      6. 6.4.6 Natura & Co.

      7. 6.4.7 Eminence Organic Skin Care

      8. 6.4.8 Shiseido Company Limited

      9. 6.4.9 Himalaya Inc.

      10. 6.4.10 Kao Corporation

    5. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The Face Mask Market market is studied from 2016 - 2027.

The Face Mask Market is growing at a CAGR of 6.46% over the next 5 years.

North America is growing at the highest CAGR over 2021- 2026.

Asia Pacific holds highest share in 2021.

The Estée Lauder Companies Inc, L'Oréal S.A, Procter & Gamble Co., Reckitt Benckiser Group PLC, Johnson & Johnson Inc. are the major companies operating in Face Mask Market.

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