Face Mask Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Face Mask Market Report is Segmented by Product Type (Sheet Mask, Clay Mask, Peel-Off Mask, and Cream Mask/Gel Mask), Distribution Channel (Supermarkets/Hypermarkets, 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 the Market Size in Value Terms (in USD) for all the Abovementioned Segments.


Face Mask Market Size

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Face Mask Market Summary
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Study Period 2019-2029
Market Size (2024) USD 9.08 Billion
Market Size (2029) USD 13.27 Billion
CAGR (2024 - 2029) 7.91 %
Fastest Growing Market North America
Largest Market Asia Pacific

Major Players

Face Mask Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Face Mask Market Analysis

The Face Mask Market size is estimated at USD 9.08 billion in 2024, and is expected to reach USD 13.27 billion by 2029, growing at a CAGR of 7.91% during the forecast period (2024-2029).

  • In recent times, consumers have become more conscious of their skincare routines, driving the demand for products tailored to their skin types. The significance of the internet has not only increased as a source of cosmetology knowledge but also as a thriving market for cosmetic products, including face masks.
  • Factors such as rising pollution levels are affecting the skin, and increasingly busy lifestyles have fueled the adoption of various skincare products, particularly facial masks. Market leaders are investing in the production of organic face masks, capitalizing on natural ingredients like active plant components. Creams, clays, peel-offs, warm oils, and sheet masks made from these natural ingredients have garnered popularity among millennials seeking more organic alternatives.
  • The escalating demand for natural skincare and cosmetic products, offering multiple benefits such as moisturizing, anti-aging, and treating acne/blemishes, is expected to fuel the market growth for facial masks. Additionally, the proliferation of retail chains in developing countries and the growth of e-commerce have made face masks easily accessible, further propelling the global market.

Face Mask Market Trends

Rising Consumer Spending on Skin Care Products

  • There is a notable rise in consumers' spending on personal care across the world, including facial care products like face masks and others, due to innovations in face masks with different formulations. The rising awareness about skincare routines encourages individuals to spend a fair amount of money on face care products, including face masks.
  • Customers are widely influenced by celebrities, especially the younger generation, and are willing to spend more on face masks endorsed by celebrities and other influential figures. Hence, companies in the market have been innovating products per the latest trends with unique selling propositions and added functional ingredients to attract more customers.
  • For instance, in October 2022, SolaWave, a brand that is positioned as a celebrity-loved brand, launched its Hydrating Sheet Mask, which was claimed to be paired with the brand’s LED skincare wand.
Face Mask Market: U.S. household expenditure on cosmetics, perfume and bath products, 2019-2022 (in USD)

Asia-Pacific Dominates the Market

  • Asia-Pacific dominated the global market due to high product consumption in South Korea, India, Australia, and China. In recent years, continuous product innovation has been witnessed due to the increasing demand for skin care products in these countries. Consumers in this region follow intensive skincare routines in which applying the face mask is considered an essential step as it hydrates the skin, making it soft and glowing.
  • Peel-off, cream, and clay masks are expected to 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. Intense heat during the summer and rising pollution levels in the region also boost the demand for face masks.
  • In addition, Korean skincare products, including face masks, have been growing globally, owing to the growing traction of ‘K-beauty’ trends. This factor is projected to provide the players in the market with lucrative growth opportunities and is expected to drive the market growth in this region over the forecast period.
Face Mask Market: Market Share (%), by Region, Global, 2022

Face Mask Industry Overview

The face mask market is fragmented with the presence of numerous players. Several prominent players in this industry include Beiersdorf AG, Johnson & Johnson Inc., Shiseido Company Limited, Estée Lauder Inc., and L’Oreal SA. The key players use growth strategies, including mergers and acquisitions, expansion, new product developments, and partnerships, to expand their market share. Companies also use digital and social media advertisements to inform consumers of their new product launches. It is crucial for players to continuously innovate, operate, and grow in the segment due to the rapidly changing consumer demands and preferences.

Face Mask Market Leaders

  1. The Estée Lauder Companies Inc

  2. L'Oréal S.A

  3. Johnson & Johnson Inc.

  4. Shiseido Company Limited

  5. Beiersdorf AG

*Disclaimer: Major Players sorted in no particular order

Face Mask Market Concentration
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Face Mask Market News

  • April 2023: L’Oréal SA acquired Aesop, a luxury cosmetics, shampoo, and body care brand founded in Melbourne, for USD 2.5 billion. Aesop's face masks, based on clay formulas, offer gentle yet thorough skin cleansing, enriched with Aloe Vera and plant extracts high in fatty acids for enhanced nourishment. This acquisition by L’Oréal is anticipated to support the global expansion of the Australian beauty brand Aesop.
  • January 2022: Oscar Mayer introduced its innovative bologna-inspired hydrogel sheet face masks on Amazon in the United States. The company collaborated with Seoul Mamas, a Korean beauty and skincare company based in St. Louis, for the launch.
  • August 2021: Kanebo, a division of Kao Corporation, unveiled the Smile Performer sheet mask. These sheets are made entirely from cotton by-products with biodegradable properties and aim for a reduced environmental impact.

Face Mask Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

      1. 4.1.1 Rising Consumer Spending on Skin Care Products

      2. 4.1.2 Aggressive Marketing and Advertising By Brands

    2. 4.2 Market Restraints

      1. 4.2.1 Availability of Substitutes

    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 Type

      1. 5.1.1 Sheet Mask

      2. 5.1.2 Clay Mask

      3. 5.1.3 Peel-off Mask

      4. 5.1.4 Cream Mask/Gel Mask

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Specialty Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 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. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 The Estee Lauder Companies Inc.

      2. 6.3.2 L'Oreal SA

      3. 6.3.3 Johnson & Johnson Inc.

      4. 6.3.4 Natura & Co.

      5. 6.3.5 Shiseido Company Limited

      6. 6.3.6 Himalaya Inc.

      7. 6.3.7 Kao Corporation

      8. 6.3.8 Tonymoly Co. Ltd

      9. 6.3.9 Honasa Consumer Ltd

      10. 6.3.10 Unilever PLC

    4. *List Not Exhaustive

**Subject to Availability
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Face Mask Industry Segmentation

Facial masks are used for bleaching, purifying, and preserving skin health and complexion.

The face mask market is segmented by product type (sheet mask, clay mask, peel-off mask, and cream mask/gel mask), distribution channel (supermarkets/hypermarkets, specialty stores, online retail stores, and other distribution channels), and geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa).

The market sizing has been done in value terms in USD for all the abovementioned segments.

Sheet Mask
Clay Mask
Peel-off Mask
Cream Mask/Gel Mask
Distribution Channel
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
Saudi Arabia
Rest of Middle-East and Africa
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Face Mask Market Research FAQs

The Face Mask Market size is expected to reach USD 9.08 billion in 2024 and grow at a CAGR of 7.91% to reach USD 13.27 billion by 2029.

In 2024, the Face Mask Market size is expected to reach USD 9.08 billion.

The Estée Lauder Companies Inc, L'Oréal S.A, Johnson & Johnson Inc., Shiseido Company Limited and Beiersdorf AG are the major companies operating in the Face Mask Market.

North America is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the Asia Pacific accounts for the largest market share in Face Mask Market.

In 2023, the Face Mask Market size was estimated at USD 8.36 billion. The report covers the Face Mask Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Face Mask Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Face Mask Industry Report

Statistics for the 2024 Facial Mask market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Facial Mask analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Face Mask Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)