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Cosmetic Wipes Market

Cosmetic Wipes Market

Rising Awareness for Face Cleansing Products among Consumers to Spur the Demand for Cosmetic Wipes during, 2021-2031

Cosmetic Wipes Market
  • Sep-2021
  • List of Tables : 70
  • List of Figures : 126
  • 170 Pages
  • Consumer Goods

Market Snapshot

As per latest industry analysis published by Fact.MR, the global market for cosmetic wipes reached a valuation of around US$ 550 Mn in 2020, and is slated to accelerate at a CAGR of 5% to top US$ 750 Mn by 2031. Demand for cleansing & makeup removal wipes is high, and is set to increase at a CAGR of 4% across the assessment period of 2021 to 2031.

Key Points Covered in Cosmetic Wipes Industry Survey:

  • Market Estimates and Forecasts (2016-2031)
  • Key Drivers and Restraints Shaping Market Growth
  • Cosmetic Wipes Market Size in 2021
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Cosmetic Wipes Market Share in 2021
  • Competition Mapping and Benchmarking
  • Cosmetic Wipes Market Growth to 2031
  • Brand Share and Market Share Analysis
  • Cosmetic Wipes Distribution Channel Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Demand for Cosmetic Wipes and How to Navigate
  • Recommendation on Key Winning Strategies

Know More Details About the Report

Consumption Analysis of Cosmetic Wipes from 2016-2020 Vs Future Market Outlook for 2021-2031

As per Fact.MR, a market research and competitive intelligence provider, the global market for cosmetic wipes progressed at a CAGR of over 3% from 2016 to 2020 to reach US$ 550 Mn.

The global cosmetic wipes market is anticipated to gain traction with growing awareness for face cleansing products among consumers, along with 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 have 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.

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.

Sudden rise in infant population, rapid growth in urbanization, growing adoption of top cleansing & makeup removal wipes brands, and 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$ 750 Mn by 2031.

Which Factors are Stimulating Demand for Cosmetic Wipes across Geographies?

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, disposability, 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?

Certain restraints are pulling back growth of the cosmetic wipes industry globally. Firstly, 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 inflammation, 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.

Which Regional Market is Catching the Attention of Cosmetic Wipe Suppliers?

Europe leads with more than 40% share in the global market for cosmetic wipes. Growing concerns over beauty among men and women and constant increase in air pollution are driving demand for facial cosmetic wipes as the skin needs to be cleaned often.

Growing popularity of cosmetic wipes in Europe, especially among generation Z seeking products that can cleanse, moisturize, and refresh their face without dehydrating the skin, is foreseen to create a plethora of opportunities for top retailers of cosmetic wet wipes operating in the wipes market.

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.

Cosmetic wipes market by Fact.MR

An Adaptive Approach to Modern-day Research Needs

Country-wise Analysis

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

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 facial wipes.

Owing to 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.

Strategic pricing of these types of wipes with value-added benefits and multifunctional features are 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?

By 2031, China is expected to have a market of roughly US$ 350 Mn. Rise in population along with increase in purchasing power of consumers in China is expected to boost demand for cosmetic wipes to avoid skin problems.

The moisturizing wipes segment is experiencing an increase in sales in China. 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 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 consumption of cosmetics across different age groups, and has given rise to demand for beauty wipes.

Moreover, due to 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 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 for 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 at a much shorter term or in a bulk quantity. People find online retail as the best channel to buy products as a part of their daily goods purchases, resulting in 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, is 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 in the near future.

How Has COVID-19 Impacted Demand for Cosmetic Wipes?

The unprecedented COVID-19 pandemic continues to spread around the world, and no industry has escaped its onslaught since the outbreak first began. It has affected the market in different ways, and also had a huge impact on the cosmetic wipes business, resulting in considerable slowdown in the sales of moisturizing wipes and cosmetic dry wipes.

Manufacturers of cosmetics wipes foresee this opportunity in the near term by offering additional benefits such as antibacterial or moisturizing properties in wipes. In the long run, the COVID-19 outbreak can serve as a catalyst for the market, as they are safe and skin-friendly, which will increase demand for exfoliating cosmetic wipes in the aftermath of this outbreak.

Indicating a change in consumer demand and buying patterns during the COVID-19 pandemic, latest trends of cosmetic wipes are positively impacting market progress.

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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 in order to broaden their market footprints.

  • Nice-Pak Products is a major player in the market. The company manufactures facial cleaning towelettes which are designed for easy and effective make-up removal. The company uses plant-based fibers to manufacturer these wipes which are 100% sustainable to provide superior cleaning.
  • In 2019, 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.

Cosmetic Wipes Industry Report Scope



Market size value in 2020

USD 550 Million

Market forecast value in 2031

USD 750 Million

Growth Rate

CAGR of 5% from 2021 to 2031

Forecast Period 2021-2031
Historical Data Available for 2016-2020

Market Analysis

US$ Mn for Value & ‘000 Units for Volume

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • MEA

Key Countries Covered

  • U.S.
  • Canada
  • Germany
  • U.K.
  • France
  • Spain
  • Italy
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Brazil
  • Mexico
  • Argentina
  • GCC
  • South Africa

Key Market Segments Covered

  • Product
  • Material Use
  • Application
  • Distribution Channel
  • Region

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


Available upon Request

Key Segments in Cosmetic Wipes Industry Research

  • Product

    • Cosmetic Wet Wipes
    • Cosmetic Dry Wipes
  • Material Use

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

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

    • Sales of Cosmetic Wipes via Modern Trade
    • Sales of Cosmetic Wipes via Specialty Stores
    • Sales of Cosmetic Wipes via Medical Stores & Pharmacies
    • Sales of Cosmetic Wipes via Online Retail

Cosmetic Wipes Market: Report Scope

A recent study by Fact.MR on the cosmetic wipes market offers a 10-year forecast for 2021 to 2031. The study analyzes crucial trends that are currently determining the growth of the market. This report explicates recent market developments, strategic market growth analysis, market size, category market growths, product approvals, product launches, geographical expansions, and technological innovations associated with cosmetic wipes market!

The study also provides the dynamics responsible for influencing the future status of the cosmetic wipes market over the forecast period. A detailed assessment of value chain analysis, business execution, and supply chain analysis across regional markets has been covered in the report.

A list of prominent companies manufacturing cosmetic wipes, along with their product portfolios, enhances the reliability of this comprehensive research study.

Report Summary

The study offers comprehensive analysis on diverse features, including production capacities, demand, product developments, revenue generation, and sales of cosmetic wipes across the globe.

A comprehensive estimate on the market has been provided through an optimistic as well as a conservative scenario, taking into account the sales of cosmetic wipes during the forecast period. Price point comparison by region with global average price is also considered in the study.

Key Questions Answered in Report

  • Which are the most lucrative markets for cosmetic wipes?
  • Which factors will impact the growth of the market?
  • How will changing trends impact the strategies of market players?
  • How can market players capture the low-hanging opportunities across regions?
  • Which companies are leading the cosmetic wipes industry?
  • What are the winning strategies of stakeholders in the market?

Analysis on Market Size Evaluation

The market has been analyzed for each segment in terms of volume (‘000 Units) and value (US$ Mn).

Market estimates at global and regional levels for cosmetic wipes are available in terms of “US$ Mn” for value and in “‘000 Units” for volume. A Y-o-Y growth contrast on prominent market segments, along with market attractiveness evaluation, has been incorporated in the report. Furthermore, absolute dollar opportunity analysis of all the segments adds prominence to the report. Absolute dollar opportunity plays a crucial role in assessing the level of opportunity that a manufacturer/distributor can look to achieve, along with identifying potential resources, considering the sales and distribution perspective in the global cosmetic wipes market.

Inspected Assessment on Regional Segments

Key sections have been elaborated in the report, which have helped deliver projections on regional markets. These chapters include regional macros (political, economic, and business environment outlook), which are expected to have a momentous influence on the growth of the cosmetic wipes market during the forecast period.

Country-specific valuation on demand for cosmetic wipes has been offered for each region, along with market scope estimates and forecasts, price index, and impact analysis of the dynamics of prominence in regions and countries. For all regional markets, Y-o-Y growth estimates have also been incorporated in the report.

Detailed breakup in terms of value and volume for emerging countries has also been included in the report.

Competition Analysis

The report sheds light on leading manufacturers of cosmetic wipes, along with their detailed profiles. Essential and up-to-date data related to market performers who are principally engaged in offering cosmetic wipes has been brought with the help of a detailed dashboard view. Market share analysis and comparison of prominent players provided in the report permits report readers to take preemptive steps in advancing their businesses.

Company profiles have been included in the report, which include essentials such as product portfolios and key strategies, along with all-inclusive SWOT analysis on each player. Company presence is mapped and presented through a matrix for all the prominent players, thus providing readers with actionable insights, which helps in thoughtfully presenting the market status, and predicting the competition level in the cosmetic wipes market.

Research Methodology

In Fact.MR’s study, a unique research methodology is utilized to conduct extensive research on the growth of cosmetic wipes market, and reach conclusions on the future growth parameters. This research methodology is a combination of primary and secondary research, which helps analysts ensure the accuracy and reliability of the drawn conclusions.

Secondary resources referred to by analysts during the preparation of the market study include statistics from governmental organizations, trade journals, white papers, and internal and external proprietary databases. Analysts have interviewed senior managers, product portfolio managers, CEOs, VPs, marketing/product managers, and market intelligence managers, all of whom have contributed to the development of the research report as a primary resource.

- FAQs -

The global cosmetic wipes market is currently worth more than US$ 550 Mn.

From 2016-2020, sales of cosmetic wipes registered a CAGR of 3%.

Key factors driving growth of the market are increased consumer spending power and high consumer inclination towards natural cosmetic wipes.

Procter & Gamble, Johnson & Johnson, Kimberly Clark, Nice-Pak Products, and Rockline Industries are key suppliers of cosmetic wipes.

Europe, with 40% global market share, will largely contribute to the growth of cosmetic wipes revenue.

Sales of cosmetic wipes in South Korea will most likely flourish at a CAGR of 4% over the next ten years.

Cleansing & makeup removal wipes continue to be the highest revenue-generating segment accounting for 40% global revenue.

Sales of cosmetic wipes in China are forecasted to top US$ 350 Mn by 2031.

The U.S., China, U.K, Germany, and France are expected to drive most of the demand for cosmetic wipes.

The market is expected to top a valuation of US$ 750 Mn by the end of 2031, with sales revenue expected to register a CAGR of around 5%.

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Is the market research conducted by Fact.MR?

Yes, the report has been compiled by expert analysts of Fact.MR, through a combination of primary and secondary research. To know more about how the research was conducted, you can speak to a research analyst.

What research methodology is followed by Fact.MR?

Fact.MR follows a methodology that encompasses the demand-side assessment of the market, and triangulates the same through a supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions.

What are the sources of secondary research?

Fact.MR conducts extensive secondary research through proprietary databases, paid databases, and information available in the public domain. We refer to industry associations, company press releases, annual reports, investor presentations, and research papers. More information about desk research is available upon request.

Who are the respondents for primary research?

Fact.MR speaks to stakeholders across the spectrum, including C-level executives, distributors, product manufacturers, and industry experts. For a full list of primary respondents, please reach out to us.

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