Face masks are forecasted to see another surge in popularity, continuing their unbeatable path of growth since last year. The global face mask market is expected to be worth $10.4 billion USD and grow 8.97% CAGR by 2023, according to new research.

Face masks are available in a variety of formats, and are most frequently divided into six key categories:

  • Cream Masks – a creamy mask is perfect for transferring beneficial oils, Alpha Hydroxy Acids, peptides, collagen, and other anti-aging heroes deep into the skin.
  • Peel Off Masks – a tacky, gooey formula that literally peels off after drying, peel off face masks are great for blackheads, whiteheads, and minimizing pores.
  • Clay Masks – best for treating problems like acne, large pores, and absorbing excess oil on the face. Key descriptors: tightening, cleansing, purifying.
  • Gel Masks – often marked by a soothing, cooling sensation, gel masks target dry or sensitive skin that needs recovery and rehydration. A popular formulation for the burgeoning “detox” beauty movement.
  • Sheet Masks – originating in Korea, these single-use masks are made of fiber, cotton, cellulose, or coconut pulp and then oaked in serums and liquids that typically offer benefits like skin plumping, moisturization, and anti-aging help.
  • Exfoliating Masks – packed with Alpha Hydroxy Acids like glycolic acid, these masks are designed to remove dead skin cells and improve the overall texture of skin.

What’s behind the global growth in the facial mask market?

The appeal of personalized, at-home self-care: 

Face masks are an easy, at-home skincare product that offers consumers a chance to self-treat and protect their facial skin. Face masks also create an avenue for consumers to self-heal a wide variety of skin conditions, from acne to dry skin, to dark spots, pigmentation, and uneven tone, to helping battle wrinkles, sagging, and fine lines.

Selecting and purchasing facial masks for specific skincare needs and desires helps consumers feel like they are creating their own unique, individualized skincare and beauty routines. This desire for customized everything was a top trend across the board in all personal care, skincare, and cosmetic products in 2018 – and the personalization trend looks to continue into 2019 as well.

The customized approach to treating skin issues that face masks provide is one of the biggest driving factors behind the projected global category growth.

Consumers feel like they are creating their own unique, individualized skincare and beauty routines.

Affordability: 

Another driver behind the global facial care market? Cost. Thanks to the relative affordability of many masks, facial masks are viewed by consumers as a fun, effective, and cost-efficient way to protect their skin. Sheets masks can be as wallet-friendly as 99 cents for a single-use mask, and even larger format options, like masks in tubs, are still viewed as more affordable than other beauty products, since a little facial mask often goes a long way.

“While skin care used to be a big driver in the prestige space, lower-priced products in mass stores like Target and CVS are now getting more love, according to multiple market reports,” according to the beauty behemoth Fashionista.

The perceived affordability of facial masks also means many consumers can afford to incorporate masks into their daily, nightly, or weekly routines. Facial masks are now another, regular step in good skincare habits, much like cleansing and moisturizing.

Over the next five years, the advent of more mass-market brand facial masks will help increase the worth of the overall global market.

Tapping the wellness trend: 

Experts also predict that an increased consumer awareness about the importance of maintaining the skin’s health and vitality will help the expansion of the global face mask market. This renewed focus on health and wellness is also expected to drive consumer demand for natural and organic claims facial masks in the coming years.

“As a rising middle class aspires for a higher quality of life, consumers tend to avoid chemical-based skin care products, while embracing natural ingredients. According to Mintel, natural ingredients are one of the strongest motivations for consumers to try new products. As a result, botanical extracts and food such as aloe vera and honey, which are used in DIY face masks, are popular as novel ingredients in commercialized face mask products.” – Deep Dive: The Face Mask Market Is Booming, But So Is Competition—Unique Ingredients and Product Innovations to Capture the Lucrative Chinese Market by CoreSight Research.

Natural and organic claims facial masks with superstar natural ingredients will drive growth for the market over the next five years, as the eco-friendly craze continues to sweep across all parts of the personal care and cosmetic worlds.

Unmasking future opportunities

Consumers complaints about their skin is expected to be the main driver behind the purchasing of most facial masks in the next five years. Specifically, consumers will be on the hunt for products that can help with “skin conditions such as allergies, pigmentation, dark spots, acne and irritation,” according to GCI.

As consumers desire to self-correct their own skin issues at home, masks featuring workhorse active ingredients will become highly sought after. Ingredients like peptides, collagen, and hyaluronic acid will be top of the list for consumers seeking anti-aging help and skin plumping.

For the staggeringly popular exfoliating mask segment, glycolic acid will continue to shine as the key ingredient. Consumers who want to solve their dry, flaky, or dull skin woes will enjoy glycolic acid-based face masks, once they learn “There is no better way to clear clogged pores and even out skin tone than with a mask formulated with chemical exfoliants.”

The next five years offer unprecedented opportunity to appeal to consumers’ desires for affordable, natural claims, and fast-working facial masks that can brighten, tighten, moisturize, exfoliate, and help maintain the skin’s beauty and health.