Cosmetic Wipes Market

Cosmetic Wipes Market Analysis, By Product (Cosmetic Wet Wipes, Cosmetic Dry Wipes), By Material Use (Absorbent Cotton, Non-woven Fabric), By Application (Cleansing & Makeup Removal Cosmetic Wipes, Moisturizing Cosmetic Wipes, Otherss), By Distribution Channel & Region - 2032

Analysis of Cosmetic Wipes market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Cosmetic Wipes Market Outlook (2022-2032)

The global market for cosmetic wipes reached a valuation of around US$ 565.73 Mn in 2021 and is slated to accelerate at a CAGR of 5% to top US$ 950 Mn by 2032. Demand for cleansing & makeup removal wipes is high and is set to increase at a CAGR of 4% across the assessment period of 2022 to 2032.

Prominent regions are likely to capture governing share in the revenue contribution. Especially, Europe and North America owing to the growing sales of cosmetics in the regions.

Report Attributes


Cosmetic Wipes Market Size (2022)

US$ 581.91 Million

Projected Market Value (2032F)

US$ 950 Million

Global Market Growth Rate (2022-2032)


Europe Market Share (2022)


North America Market Share (2022)


Market Share of Cleansing & Makeup Removal Wipes (2022)


Key Companies Profiled

  • Procter & Gamble
  • Johnson & Johnson
  • Kimberly Clark
  • Nice-Pak Products
  • Rockline Industries
  • Albaad Massuot
  • Beiersdorf
  • Lenzing
  • Diamond Wipes International
  • Essity
  • Procotech Limited
  • Unilever
  • Nox Bellcow Cosmetics
  • Kao
  • Pigeon

Know thy Competitors

Competitive landscape highlights only certain players
Complete list available upon request

Cosmetic Wipes Demand Analysis (2017-2021) in Comparison to Market Estimations (2022-2032)

As per Fact.MR, market research and competitive intelligence provider, the global market for cosmetic wipes progressed at a CAGR of over 4% from 2017 to 2021 to reach US$ 565.73 Mn. The global cosmetic wipes market is anticipated to gain traction with growing awareness for face cleansing products among consumers, along with the anti-aging properties offered by these products. Top manufacturers of cosmetic wipes are focusing on developing organic and natural care wipes as they are anticipating consumer inclination towards environmentally friendly products.

Demand for cosmetic wipes has continued to grow, especially due to rising disposable incomes and boosting consumer spending power. It has enabled consumers to use convenient products that were once considered non-essential. A major driver aiding market growth is convenience. The flexibility in using a wet wipe to clean one’s face anytime and anywhere is driving the sales of consumer cosmetic wet wipes in the market.

A sudden rise in infant population, rapid growth in urbanization, growing adoption of top cleansing & makeup removal wipes brands, and a surge in hygiene consciousness among consumers are having a positive impact on the cosmetic scrub wipes market.

Considering these factors, the market is projected to witness a CAGR of 5% to top US$ 950 Mn by 2032.

Which Factors are Stimulating Demand for Cosmetic Wipes across Geographies?

The introduction of Organic Wipes Will Augment the Global Sales in Several Regions

Cosmetic wipes are popularly known as tissues used for face cleansing purposes. Undoubtedly, they are pocket-friendly and easy to use. They also come in handy packages with various aromas that gives a refreshing feeling to the user. Wipes allow performing daily tasks in substantially less time for most people who are quite held up in their day-to-day activities due to extreme job pressure and increased children activities.

Expansion of the market will rely on safe and organic ingredient wipes, which will enable manufacturers to meet consumer needs and demand. Incorporating product safety with natural elements is anticipated to boost market prospects. Some of the major characteristics of the product influencing market growth are convenience, hygiene, performance, ease of use, time-saving, disability, safety/regulation, and consumer-centric aesthetics. Improving hygiene awareness among people is one of the major factors for market growth.

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What are the Key Challenges Faced by Manufacturers of Cosmetic Wipes?

Significant Skin Inflammation Caused Due to Regular Usage May Hamper the Market Expansion

Certain restraints are pulling back the growth of the cosmetic wipes industry globally. Firstly, the lack of use of good quality chemical ingredients may cause harm to the skin. Sensitivity of the skin matters when a consumer uses a cosmetic wipe, as it has been reported to cause skin irritation, itchy eyes, and others.

Skin health risks associated with chemical ingredients in cosmetic wipes are set to hinder adoption rates. Inflationary trends associated with cosmetic wipe products pose a challenge to market participants.

How Crucial is Development in the Cosmetic Wipes Market for Start-ups?

New Entrants are Launching Unique Cosmetic Products to Capture Significant Market Share

Despite any roadblocks the flushable category faces, it is still flourishing. In North America, moist toilet wipes cultivated US$ 4 Million in retail sales between 2020 and 2021, exceeding US$ 470 Million. The category is projected to hit US$ 543 Million in retail sales by 2023.

A new start-up company in the U.S. is hoping to benefit from this potential growth in the market. Lately, the Michigan-based company Hyge announced the development of its biodegradable wet wipes on a roll. Hyge, which fits on existing toilet paper holders, is made with fully biodegradable cellulose fibers specifically designed to be flushed without causing septic or sewer issues.

According to the company, one Hyge roll is equivalent to seven traditional toilet paper rolls. The company also claims one tree provides 288 more Hygge rolls than traditional toilet paper, reducing deforestation and working toward a cleaner future. These companies are partnering with established players to expand their product portfolio and gain new ground in developing regions.

Which Regional Market is catching the Attention of Cosmetic Wipes Suppliers?

Prevailing Pollution in Europe Causes Skin Dryness, Fuels Demand for Cosmetic Wipes

Europe leads with more than 40% share in the global market for cosmetic wipes. Growing concerns over beauty among men and women and the constant increases in air pollution are driving demand for facial cosmetic wipes as the skin needs to be cleaned often. According to the European Environmental Agency around 90% of city dwellers in Europe are exposed to pollutants at concentrations higher than the air quality levels deemed harmful to health.

Increasing demand for cosmetic wet wipes in the U.K, rising sales of moisturizing wipes in France, expanding opportunities for manufacturers of exfoliating wipes in Germany, and growing demand for cleansing & makeup removal wipes in South Korea are all contributing to global market growth prospects for cosmetic wipes.

Country-wise Analysis

What is the Cosmetic Wipes Demand Outlook for the U.S.?

Increasing Partnerships & Soaring Investments in R&D Accelerates the Regional Sales

The U.S. cosmetic wipes market was valued at over US$ 200 Mn in 2020. The U.S is the leading country globally that reported heavy use of facial wipes. Owing to the rising demand for facial wipes, top manufacturers of moisturizing wipes are spending on research & development to manufacture wipes that have specialty fibers that are more durable than current synthetic polymers.

Besides, these congregations are acquiring regional players to expand their market size and improve their customer experience. For instance, In Jan 2022, L’Oréal signed an agreement to acquire the Japanese company Takami Co., which develops and markets products licensed by the skincare brand Takami, owned by Doctor Hiroshi Takami, founder of two eponymous dermatological clinics in Tokyo. L’Oréal also renewed a very long-term brand licensing agreement with Doctor Takami and signed a collaboration contract with the Takami clinics.

Strategic pricing of these types of wipes with value-added benefits and multifunctional features is intensifying competition in the market. Exponential growth in the number of potential buyers in the U.S is expected to drive the market.

Will China Offer Increasing Opportunities for Suppliers of Cosmetic Wipes?

Increasing Focus of Adults on Skincare Amplifies the Consumption of Cosmetics Wipes

By 2032, China is expected to have a market of roughly US$ 350 Mn. The rise in population along with an increase in purchasing power of consumers in China is expected to boost demand for cosmetic wipes to avoid skin problems. According to the latest survey, 13.3% of respondents bought 1 to 10% of their skincare and cosmetics products online, while only 2.5% of respondents reported purchasing all of these products online.

The moisturizing wipes segment is experiencing an increase in sales in China. The growing use of virtual technologies in the country will enhance online shopping among consumers and is expected to gradually increase sales of cosmetic wipes.

Category-wise Insights

Why is the Popularity of Cleansing & Makeup Removal Wipes the Highest?

Cleansing and makeup removal wipes continue to be the most profitable segment, accounting for 40% of global revenue. In recent years, the cosmetic industry has witnessed significant transformation due to the introduction of color cosmetics. This has increased the consumption of cosmetics across different age groups and has given rise to the demand for beauty wipes.

Moreover, due to the harsh nature of chemicals used in many cosmetics, dermatologists recommend following a proper skincare routine, starting with proper makeup removal. Makeup removal wipes not only act as cleansers but also hydrate the skin and restore its natural properties to prevent potential skin disorders. As a result, major manufacturers are focusing on manufacturing natural makeup removal wipes that have low chemical content. This is expected to drive demand for moisturizing cosmetic wipes, exfoliating wipes, and non-woven fabric cosmetic wipes over the coming years.

Due to the availability of various types of cosmetics for different parts of the face, manufacturers are focusing on producing makeup removers that will act on particular parts of the face. This, in turn, is anticipated to increase demand for cleansing & makeup removal wipes during the forecast period.

Which Distribution Channel is Fueling Sales of Cosmetic Wipes?

Technology is considered to be a vital factor in the growth of the consumer goods industry. The proportion of sales through online retail channels may reach a tipping point over the coming years.

Manufacturers are striving to shift their large consumer bases towards online platforms, thereby enabling them to customize products and conduct transactions on branded websites.

Sales of personal care wipes have increased because of their multiple applications. It has compelled consumers to buy these products in a much shorter term or a bulk quantity. People find online retail as the best channel to buy products as a part of their daily goods purchases, resulting in a high market share for online retail.

An increase in sales of personal care cosmetics wipes through online distribution channels, especially on company-owned websites of manufacturers and on various e-commerce websites such as Amazon, Walmart, and various other local e-commerce portals across the globe are anticipated to create immense opportunities for leading manufacturers of absorbent cotton cosmetic wipes.

Top online retailers of cosmetic wipes provide attractive offers and give instant discounts to customers, which is likely to fuel demand for cosmetic wet wipes and cotton-based cosmetic wipes on various online retail channels shortly.

Competitive Landscape

The global market is highly fragmented with the presence of a large number of local and regional players. Market players are concentrating on product launches to broaden their market footprints.

  • In March 2022, Procter & Gamble created a new Specialty Beauty division for high-end products under its global P&G Beauty business. Brands under the new umbrella will include P&G’s big three recent acquisitions, Ouai, Tula Skincare, and Farmacy, as well as the 2018 purchase of First Aid Beauty.
  • In September 2021, Nice-Pak Products, a prominent player manufactures facial cleaning towelettes which are designed for easy and effective make-up removal. The company uses plant-based fibers to manufacture these wipes which are 100% sustainable to provide superior cleaning.
  • In December 2021, Kylie Skin introduced its new line of Makeup Removing Wipes. These towelettes are safe for sensitive skin and enable the users to wipe away waterproof eye, lip, and face makeup.

Key Segments in Cosmetic Wipes Industry Research

  • By Product :

    • Cosmetic Wet Wipes
    • Cosmetic Dry Wipes
  • By Material Use :

    • Absorbent Cotton Cosmetic Wipes
    • Non-woven Fabric Cosmetic Wipes
  • By Application :

    • Cleansing & Makeup Removal Cosmetic Wipes
    • Moisturizing Cosmetic Wipes
    • Exfoliating Cosmetic Wipes
  • By Distribution Channel :

    • Modern Trade
    • Specialty Stores
    • Medical Stores & Pharmacies
    • Online Retail
  • By Region :

    • North America
    • Europe
    • East Asia
    • South Asia
    • Oceania
    • Middle East & Africa
    • Latin America

- FAQs -

What was the market worth for Cosmetic Wipes in 2021?

As of 2021, the Cosmetic Wipes market was valued at US$ 563.9 Million.

At what value will the Cosmetic Wipes market close in 2022?

As of 2022, Fact.MR expects the Cosmetic Wipes industry to be valued at US$ 581.91 Million.

From 2017-2021, what was the documented growth rate for the Cosmetic Wipes market?

According to Fact.MR, a CAGR of 4.3% was recorded for the Cosmetic Wipes market from 2017-2021.

At what percentage will the industry expand during the 2022-2032 period of assessment?

From 2022 to 2032, the Cosmetic Wipes industry is poised to flourish at a 5% CAGR.

What is the expected closing market value for Cosmetic Wipes in 2032?

By 2032, the Cosmetic Wipes landscape is slated to reach a valuation of US$ 950 Million.

By Material type, which segment is likely to experience the fastest growth rate?

The Absorbent Material type segment is expected to grow the fastest, at a CAGR of ~5%.

Which is the most preferred Application Type for Cosmetic Wipes?

Based on Application, the Cleansing and Makeup Removal Cosmetic Wipe segment for sales of Cosmetic Wipes captures the highest share, documenting a 5.1% value CAGR.

How will the Europe market for Cosmetic Wipes flourish until 2032?

As per Fact.MR’s projections, the market for Cosmetic Wipes in Europe will likely expand at a 40% CAGR.

Cosmetic Wipes Market

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