Beauty Facial Mask Market

Beauty Facial Mask Market By Mask Type (Clay Mask, Sheet Mask, Cream Mask, Thermal Mask, Peel-Of Mask), By Packaging (Tube, Sachet, Bottle), By Ingredient (Natural, Synthetic), By Brand Type (Mass, Prestige/Luxury), By Distribution Channel, By Region - Global Market Insights 2022 to 2032

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

Beauty Facial Mask Market Outlook (2022-2032)

The global beauty facial masks market is anticipated to be valued at US$ 6.8 billion in 2022 and further expand at a CAGR of 5.1% to reach US$ 11.2 billion by the end of 2032.

Sales of beauty facial masks accounted for nearly 4.3% of the global skincare industry at the end of 2021. The use of a beauty facial masks hydrates the skin and provides certain minerals making skin healthy. The rising awareness for skin care and increased expenditure on beauty care products will propel the market during the forecast period.

Report Attributes


Beauty Facial Masks Market Size (2021A)

US$ 6.4 Billion

Skin Care Market (Parent)

US$ 161.2 Billion

Estimated Market Value (2022E)

US$ 6.8 Billion

Forecasted Market Value (2032F)

US$ 11.2 Billion

Global Market Growth Rate (2022-2032)

5.1% CAGR

North America Market Share (2022)


Europe Market Share (2022)


Market Share of Top 3 Countries


Key Companies Profiled

  • Amorepacific Corporation
  • Bombay Shaving Company
  • Elizabeth Arden Inc
  • Hanacure
  • Himalaya Company
  • Johnson & Johnson
  • Lancer Skincare
  • L’Oreal
  • Procter & Gamble
  • Shiseido
  • Sisley SAS
  • The Estée Lauder Companies Inc.
  • Unilever
  • Visage Lines Personal Care Ltd.

Know thy Competitors

Competitive landscape highlights only certain players
Complete list available upon request

Analysis of Beauty Facial Mask’s Mushrooming Demand 

Beauty facial masks are regarded as among the best skincare treatments as they hydrate, unclog pores, and reduce excess oil on the skin. They help both men and women get rid of skin imperfections. Depending on the skin type or skincare issue, they may be used once or more than once a week.

The demand for face masks and sheets is ultimately driven by the increased innovation and introduction of innovative personal care products in the market which has resulted in a noticeable increase in consumer expenditure in the skin care and facial care segment of the industry. In relation to the face mask market, Koreans are one of the leading innovators in the cosmetics and skincare sector.

  • Early Growth Determinants: Social media influencers and e-commerce platforms have high impact on the sales of the product.
  • Medium-Term Growth Approach: The Asia Pacific region is anticipated to witness high BFMs demand on the back of the growing population and increasing awareness about self-hygiene.
  • Long-Term Growth Opportunity: The market is estimated to witness high growth opportunities in forthcoming years owing to the growing saloons and integration of masks as an essential element for personal care routines.

According to the Fact.MR, a market research and competitive intelligence provider, the market is projected to exhibit growth at 5.1% CAGR between 2022 and 2032.

Beauty facial mask market forecast by Fact.MR

Market share analysis of beauty facial masks based on type and region is provided in a nutshell in the above image. Under the type segment, the clay mask sub-segment dominates with a 40.3% market share in 2022.

“Consumer Preference for Natural Ingredients-based Face Masks Providing Growth Opportunities”

Awareness about the harmful effects of chemicals on skin, which include skin irritation, dullness, and allergies is one of the main factors influencing market expansion. As a result of rising consumer awareness of the advantages of organic face masks, consumers are seeking out eco-friendly, sustainable, and natural products with enhanced product component transparency.

Additionally, as the middle-class population grows and aspirations for higher life quality rise, consumer preferences are changing away from chemical-based beauty products toward those made with natural ingredients for skincare.

Items with natural ingredients are becoming a big incentive for consumers to explore new products. Aloe vera, honey, and plant extracts, which are typically used in DIY face masks have also become common and innovative ingredients in commercial face masks.

“Premiumization of Facial Mask Offerings is Driving the Market”

Premiumization of the facial mask posing in terms of efficiency and environmental friendliness is anticipated to remain the elephant in the room for the coming years. The choice of active ingredients and materials employed to manufacture the product as well as the packaging is expected to be significantly influenced by sustainability and environmental footprint awareness.

One of K-beauty's major success stories was sheet masks. As a result of numerous celebrities using and promoting sheet masks enriched with serums and packed with active ingredients, the face sheet mask market is now evolving and growing.

The rise in number of working women in the current days has not only added to the spending capacity but also the desire to maintain beautiful skin and be more presentable, thus increasing the usage of facial care products such as face masks, cleansers, and others.

The capability of the market operators to proficiently meet the hopes of their eco-friendly customers is anticipated to drive the BFMs market in the forthcoming years.

“Use of Non-Biodegradable packaging: A hurdle to be Breached”

Concerns about the environment among people have increased in recent years. People are preferring products that are eco-friendly and biodegradable. Research has shown that consumers are more likely to prefer skincare products from the company that cares about the environment.

Although marketers promote the usage of natural and organic products, they confront significant difficulties in creating packaging for their products that is both eco-friendly and sustainable. The majority of cosmetic facial masks on the market are packaged in single-use plastic.

Manufacturers of BFMs have the biggest hurdle as a result of this. In a survey conducted by one of the leading manufacturers of cosmetics and personal care items, it was discovered that more than 4 million people worldwide did not recycle their cosmetics since it was inconvenient for them.

Country-wise Insights

How Lucrative is the US market for BFMs?

The majority of Americans prioritize personal care goods due to higher purchasing power and inclination towards quality lifestyle. Consumers think that personal care and cosmetics items raise the standard of living. Due to the increased accessibility of natural ingredient beauty products, people tend to favor natural components.

The market for facial masks has seen an upsurge in sales because of greater awareness and ongoing marketing campaigns by Korean skincare businesses. The promotion of facial masks through social influencers like YouTubers and celebrities has increased facial mask sales in the US.

Increased interest among men in personal grooming will encourage more people to use beauty care items like face masks. Additionally, a sizable presence of established face mask producers and a sizable pool of young people who are growing more beauty aware will further boost face mask sales in the US.

What is the Market Scenario in China?

China is the second-largest market for beauty and personal care. Growing skin issues and unfavorable environmental conditions are important growth-promoting elements. A significant increase in the inclination of males toward skincare and cosmetics should improve the market for facial masks’ potential for growth.

The growth of the higher middle class around the world, particularly in China, where consumers are aware of and excited about this category, has caused a dramatic acceleration in the skincare market.

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Category-wise Insights

Why is Clay Mask Dominating the Market?

A clay mask seeks to dry off oily skin while absorbing dirt and oil. Clay masks tighten floppy skin and remove dead skin cells in addition to their drying action. The immediate qualities of these products, such as transient skin tightening, elimination of impurities & dirt, stimulation of blood supply, and emollient properties that moisturize & soften the skin, are what essentially fuel demand for them.

Due to their capacity for healing, clay masks have grown in popularity. Clay masks can also be worn by both men and women. They are used on the face to clear the skin's pores. Clay masks are a fantastic way to treat oily skin and prolong the hydration of the skin. Additionally, they include anti-bacterial qualities that aid in the prevention of skin diseases.

How are Online Channels Supporting the Sales of BFMs?

The trend in the beauty mask market has been reversed due to quick and affordable shipping as well as easy access to facial mask products that were previously seen to be a luxury. Nowadays, merchants place high importance on accessibility, according to consumers' changing purchasing habits. Nearly 81% of consumers who purchased beauty products used digital platforms, with the majority citing convenience as a primary motivator.

Customers can browse and purchase goods around the clock. They also discover it simple to choose their chosen brands and purchase a variety of face masks and other personal care items based on their preferences and demands.

Online or e-commerce shops are expanding their market shares in the global region in terms of sales, recognition, and the range of goods they provide from both domestic and foreign brands.

The sale of skincare products through online channels is boosting the sales of beauty and personal care items. This opportunity droves online vendors to enhance purchase processes in terms of security and dependability.

Competitive Landscape

Prominent BFM manufacturers are Amorepacific Corporation, Bombay Shaving Company, Elizabeth Arden Inc., Hanacure, Himalaya Company, Johnson & Johnson, Lancer Skincare, L’Oreal, Procter & Gamble, Shiseido, Sisley SAS, The Estée Lauder Companies Inc., Unilever, and Visage Lines Personal Care Ltd.

The beauty and skincare industry has been witnessing some of the most promising mergers and acquisitions, where the facial mask category showcased significant activities associated with the rising popularity of Korean/K-beauty masks along with digital-first disruptors. The brands are gaining substantial growth by collaborating with online influencers, user-generated content, and social selling.

  • In January 2022, Oscar Mayer in collaboration with Seoul Mamas launched the first ever bologna-inspired face mask
  • In September 2021, Kao Corporation released a sheet mask called Smile Performer. It was designed to bring back a smile on the face using cotton by-products making it biodegradable

Fact.MR has provided detailed information about the price points of key manufacturers of beauty facial masks positioned across regions, sales growth, and technological expansion, in the recently published report.

Segmentation of Beauty Facial Mask Industry Research

  • By Mask Type:

    • Clay Mask
    • Sheet Mask
    • Cream Mask
    • Thermal Mask
    • Peel-Of Mask
    • Gel Mask
    • Others
  • By Packaging:

    • Tube
    • Jar/Bottle
    • Sachet
    • Others
  • By Ingredient:

    • Natural
    • Synthetic
  • By Brand Type:

    • Mass
    • Prestige/Luxury
  • By Distribution Channel:

    • Online
    • Offline
  • By Region:

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

- FAQs -

What is the estimated Beauty Facial Mask Market size at the end of 2022?

The global Beauty Facial Mask Market is expected to be valued at US$ 6.8 billion in 2022.

What is the Asia-Pacific market share in the global BFMs Market?

Asia pacific holds around 51.0% share in the global BFM market.

Which country has the highest demand for BFMs in East Asia?

China holds the maximum share in East Asia and is expected to reach an approximate valuation of US$ 1.3 billion in 2022

Which ingredient of beauty facial mask has the highest sales?

The synthetic beauty facial mask accounts for maximum consumption in the global market

Which type of beauty facial mask holds the highest market share?

Clay mask accounts for a 40.3% share of global sales.

What was the global market size of beauty facial masks in 2021?

The global BFMs market was valued at US$ 6.4 billion in 2021.

Beauty Facial Mask Market