Face Mask Market

Market Study on Face Masks: Popularity of Clay Masks to Remain High across Geographies

Face Mask Market Segmented By Clay Masks, Peel-Off Masks, Thermal Masks, Cream Masks, Warm-Oil Masks, Sheet Masks, Gel Masks Product in Tubes, Jars & Bottles, Sachets Packaging with Conventional, Natural & Organic Sources

Market Snapshot

As per detailed analysis by Persistence Market Research, the global face mask is slated to expand 2.5X and reach a valuation of around US$ 10 Bn by 2031, with clay mask demand remaining high. The market is being primarily driven by increasing consumer interest in anti-ageing formulas, which, in turn, is driving facial mask sales, especially volume sales of sheet masks and peel-off face masks.

These tap and go contraptions have become more appealing than other beauty products to modern metropolitan consumers, with natural face mask market growth projected to be substantial over the coming years, boosted by cream mask consumption in particular.

Face Mask Market Size (2020)

US$ 4 Bn

Projected Sales of Face Masks (2031)

US$ 10 Bn

Market CAGR (2021 to 2031)


Market Share of Top 5 Face Mask Manufacturers

15% to 25%

Find Out More about the Report Coverage


  • Sanghai Chicmax Cosmetics Co. Ltd.
  • Procter & Gamble Company
  • Shanghai Pehchaolin Daily Chemical Co Ltd
  • L'Oréal S.A
  • Kao Corporation
  • Clarins S.A.
  • Shesiedo Company, Ltd.
  • Johnson & Johnson Company
  • Estée Lauder Companies
  • Unilever Plc
  • Others

Demand Analysis of Face Masks from 2016 to 2020 Vs Market Projections for 2021 to 2031

Historically, from 2016 to 2020, use of face masks increased at a significant rate CAGR, with the U.S., China, Germany, and U.K. holding significant share in the global market, and the women face mask industry dominating the landscape.

Increasing pollution and hectic lifestyle have fuelled the global popularity of a wide range of skincare products, particularly impacting the sale of sheet masks and peel-off face masks positively. Rising demand for organic and natural skincare products as well as cosmetic products that claim to provide numerous benefits such as moisturising, anti-aging, and acne/blemish treatment is likely to provide a favourable environment for the expansion of the market for facial masks.

Another key factor driving market growth is increasing use of skincare and personal grooming products by men. Further, rising number of retail chains in developing nations as well as availability of various types of skin masks, combined with the expansion of e-Commerce, is leading to easy access and availability of face masks cross regions, which is another significant driver for worldwide market growth.

Overall, over the next ten years, the face mask consumption is projected to increase faster than the historical years, at a CAGR of approximately 9% through 2031.

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How is Consumer Preference for Natural Ingredients-based Face Masks Providing Growth Opportunities to Market Players? 

One of the primary factors driving market expansion is growing awareness about the adverse effects of chemicals on the skin, which causes skin irritation, allergies, and dullness.

Consumers are looking for eco-friendly, sustainable, and natural products with increased product component transparency as a result of the spread of awareness about the benefits of natural and organic face masks.

Further, with expansion of the middle-class population worldwide who aspire for greater life quality, consumer preferences are witnessing a paradigm shift from chemical-based beauty products toward natural ingredient-based face beauty products.

Natural ingredient products have become a major motivation for consumers in trying new products. Besides, botanical extracts, aloe vera, and honey, generally utilized in do-it-yourself (DIY) face masks, have emerged as popular and novel ingredients being used in commercialized face masks.


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Country-wise Analysis

Will Growth of Affluent Middle-Age Population in the United States Drive Face Mask Adoption?

North America is predicted to be one of the most attractive markets for facial masks during the forecast period. In the region, the market in the U.S. is expected to progress at a notable CAGR.

Customers are choosing face masks over any other cosmetic products because their high moisturizing properties. Face mask suppliers have taken significant steps to address specific skincare issues such as acne, skin lightening, ageing, and wrinkles in response to increased demand for effective skincare solutions.

Moreover, face masks enriched with vitamin C, E, and others have become increasingly popular among the general public, particularly among middle-aged people in the U.S who want to keep their skin youthful, healthy, and glowing. High prevalence of the self-care culture in the United Sates has facilitated regional market growth in the past few years.

How is Growing Popularity of Sheet Masks Driving Product Sales in Germany?

With the growing significance of beauty, demand for face masks in Germany is comparatively high. This high market growth is attributed to rising popularity of sheet masks among millennials.

Sheet mask sales are rising across Germany as they work well to remove pollution, grime, and oil from the skin. These mask contains incredibly helpful substances, including bio-cellulose, hyaluronic acid, and vitamins.

Further, product application does not limit the user’s mobility as the mask sticks to the skin, removing the need for the user to sit still. This feature makes these masks more convenient while travelling or doing household chores. Hectic lifestyle of consumers is expected to drive demand for facial masks in Germany.

Why is Demand for Face Masks Increasing across China?

Face mask sales in East Asia are expected to register a CAGR of approximately 9% from 2021 to 2031, with China being the largest revenue contributor to the market in the region.

China is envisaged to be the most lucrative market for face masks in the region, mainly driven by its improving economic vigor and changing lifestyles of consumers along with their rising incomes.

Further, rise in the number of men taking interest in self grooming will further drive adoption of beauty care products such as face masks in China. In addition, robust presence of well-established face mask manufacturers and significant pool of young population that is becoming more beauty-conscious will further fuel sales of face masks in the country.

How are Indian Millennials Driving Sales of Face Masks?

The Indian market for face masks is expected to rise at an impressive growth rate. Millennials is one of the critical demographic that has largely influenced industry trends, especially in India.

Millennials in India have become more conscious of the products they purchase to maintain their skin and appearance. Many millennials are now committing to a regular skin care regimen in order to keep their skin in good shape. Further, they do not hesitate to spend on beauty products. This is expected to be a positive factor for market growth of face beauty products, especially face masks, in India.

In addition, growing celebrity involvement in the promotion of face masks is expected to resonate well with young consumers.

  • In 2019, Garnier appoints Sara Ali Khan as the new face of Garnier Serum’s mask in order to reach a wider audience base.

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Category-wise Insights

Which Product Holds Major Revenue Share in the Sales of Face Masks?

On the basis of product, clay facial masks will continue to be the top-selling product in the market. Demand for these products is primarily driven by their imminent properties such as temporary skin tightening, stimulation of blood supply, elimination of impurities & dirt, and emollient properties that moisturize & soften the skin.

However, sheet masks and warm-oil masks are set to exhibit fastest sales expansion through 2031, partly driven by their ease and convenience of application and the provision of enhanced blood circulation to the face.

Which Packaging Type is Most Preferred for Face Masks?

In terms of packaging, face mask tubes will remain the preferred packaging solution, and are expected to account for a notable share in the market.

The dominant market position of tubes can be attributed to their portability factor. They are widely preferred as these are lightweight and allow one-hand application, which make it hygienic for users. Additionally, tubes allow to squeeze out every last drop of product, providing a better value for money.

Further, with the growing trend of sustainable fashion, cosmetic tubes are also very easy to recycle, which makes them a great choice for environmentally conscious consumers. These are some of the factors boosting revenue growth of the tube face masks segment.

Will Natural Face Masks Register Notable Growth?

In terms of nature, natural/organic face masks are expected to register significant CAGR during the forecast period. Rising awareness regarding cruelty-free beauty products is expected to be one of the key trends escalating market growth.

Natural skincare products, such as face masks and packs, have experienced high level of acceptance among consumers who prefer to use them to hydrate their skin for a healthier glow.

Moreover, in recent years, there has been a significant increase in the number of beauty blogs and social media accounts dedicated to the benefits of going chemical-free, which has benefited the market by increasing consumer awareness.

Which Sales Channel Holds Major Revenue Share in the Sales of Face Masks?

On the basis of sales channel, hypermarkets/supermarkets held the largest revenue share for the sales of facial masks in 2020. These stores have focused on providing natural and chemical-free face masks to pique customer interest and allow them to choose from a variety of brands before making a final purchase.

The convenience offered by online platforms is likely to add impetus to market growth. Growth of this segment is expected to be fueled by rising Internet penetration among consumers and targeted marketing by companies to reach all customer touchpoints. Moreover, in the midst of the COVID-19 pandemic, face mask manufacturers have used the opportunity to strengthen their online presence.

Impact of COVID-19 on Market

The COVID-19 pandemic outbreak has had a significant impact on the beauty industry. The industry experienced a temporary downswing, especially in certain beauty sectors. Due to social distancing norms and stay-at-home policies, the pandemic disrupted the production and sales of beauty and skincare products through both, online and offline channels.

Further, demand for new orders from retailers were hindered due to the major markets being shut down, which drastically altered the global supply chain. Furthermore, the pandemic situation prompted people to spend more cautiously on basic necessities and avoid purchasing beauty products, which are typically expensive and non-essential.

Competition Landscape

Face mask suppliers are finding new ways to introduce their products across regions. These measures and efforts are being undertaken due to rising competition. Well-established firms are taking a hard look at their marketing strategies. Collaborations and partnerships and product innovation are having a strong influence on market growth.

Forging new strategic relations with essential players or suppliers to achieve major market presence will be an ongoing trend in this space.

Face Mask Industry Report Scope



Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value

Key Regions Covered

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

Key Countries Covered

  • United States
  • Canada
  • Brazil
  • Mexico
  • Germany
  • U.K.
  • France
  • Spain
  • Italy
  • Russia
  • Benelux
  • South Africa
  • Turkey
  • Northern Africa GCC Countries
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia & New Zealand

Key Market Segments Covered

  • Product
  • Nature
  • Packaging Format
  • Sales Channel
  • Region

Key Companies Profiled

  • Shanghai Chicmax Cosmetics Co Ltd
  • P&G
  • Shanghai Pehchaolin Daily Chemical Co Ltd
  • L'Oréal S.A
  • Kao Corporation
  • Clarins S.A.
  • Shesiedo
  • Johnson & Johnson
  • Estée Lauder Companies
  • Unilever
  • Others


Available upon Request

Key Segments Covered in Face Mask Industry Research

By Product

  • Clay Face Masks
  • Peel-Off Face Masks
  • Thermal Face Masks
  • Cream Face Masks
  • Warm-Oil Face Masks
  • Sheet Face Masks
  • Gel Face Masks
  • Others

By Nature

  • Natural/Organic Face Masks
  • Synthetic Face Masks

By Packaging Format

  • Face Masks in Tubes
  • Face Masks in Jars & Bottles
  • Face Masks in Sachets
  • Others

By Sales Channel

  • Face Masks Sold at Hypermarkets/Supermarkets
  • Face Masks Sold at Specialty Stores
  • Face Masks Sold at Departmental Stores
  • Face Masks Sold at Multi-Brand Stores
  • Face Masks Sold at Convenience Store
  • Face Masks Sold at Pharmacy and Drug Stores
  • Face Masks Sold by Online Retailers
  • Other Sales Channels

Media Release

- FAQs -

The global face mask market is expected to surge at a CAGR of around 9% over the forecast period of 2021-2031 and top a valuation of US$ 10 Bn.

The global face mask industry is currently valued at over US$ 4 Bn.

The top 5 manufacturers of face masks are L'Oréal S.A, Estée Lauder Companies, Clarins S.A., Shiseido, and Johnson & Johnson, together holding around 15% to 25% market share.

Growing significance of natural and organic face masks is expected to aid market expansion over the coming years.

Top 5 countries driving most of the demand for face masks are the United States, U.K., India, and China.

Sales of face masks across East Asia are projected to expand at a CAGR of over 9% through 2031.

Major exporters of face masks are China and the U.S..


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