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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

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

- 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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