Skin Toner Market

Market Study on Skin Toner: Rising Demand for Personalized Skincare, and a Growing Role of E-Commerce and Digital Marketing will Certainly Present Numerous Opportunities to Skin Toner Brands, Foresess PMR.

A Detailed Analysis of the Skin Toner Market that is Marked by Growing Consumer Interest in Sustainable Skincare, and Increasing Acceptance of the Clean Beauty Concepts

Report ID: PMRREP3041

Number of Pages: 175

Format: PPT*, PDF, EXCEL

Industry: Consumer Goods

Published Date: January-2024

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Skin Toner Market

The global skin toner market is forecast to expand at a CAGR of 5.3% and thereby increase from a value of US$1.3 Bn in 2023 to US$2 Bn by the end of 2030.


Key Insights

Skin Toner Market Size (2023E)

US$1.3 Bn

Projected Market Value (2030F)

US$2.0 Bn

Global Market Growth Rate (CAGR 2023 to 2030)


Historical Market Growth Rate (CAGR 2018 to 2022)


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Market Introduction and Definition

Skin toners are cosmetic items that are meant to moisturize, cleanse, and reduce the visibility of skin pores. Large industry companies offer a variety of toners, including treatment, exfoliating, and moisturizing toners. With their lightweight, pH-balanced, and non-drying properties, hydrating toners assist in replenishing the skin's protective layer and give the skin a revitalized moisturized feeling. Quickly absorbed, the hydrating toner locks in moisture for skin that looks healthy and rejuvenated while softening and smoothing dry skin. Hyaluronic acid, niacinamide, and ceramides are ingredients in hydrating toners. The additional benefits that come with having multiple acids in moisturizing toners for consumers drive up demand for these products.

The growing global millennial population's awareness of skincare products is blamed for the market's expansion. Many specialists recommend these skin toners as a means of treating various skin conditions, including acne and pimples. Furthermore, it is anticipated that the rising use of sunscreen and makeup products by both men and women will accelerate market expansion. Moreover, during the projection period, rising middle-class spending power in developing nations is anticipated to create new opportunities for manufacturers to build robust offline and online distribution networks. In addition, in an effort to draw in more clients and boost market expansion, producers package skin toner with other products.

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Market Growth Drivers

Increasing Female Population

The increase in the female population worldwide, growing consumer knowledge of cutting-edge beauty products, growing female concerns about appearance and beauty, and growing demand from working professionals all contribute to the growth of the market. According to estimates, there will be 3,905 million women on the planet by 2021, accounting for 49.58% of all people. Dermatologists recommend Skin toners as a treatment for skin-related conditions such as oily skin and acne. Cosmetic producers concentrate more of their resources on personal care products because the industry is anticipated to expand in the coming years. Social media is helping to raise consumer awareness of the advantages of organic components like neem, tulsi, and aloe vera, which is driving the skin toner market's growth.

Additionally, the fact that skin toners come in a variety of forms—such as liquid, gel, and mist—and are simple to use draws customers to use them. Spending by significant industry players on the creation of natural care products is rising. Social media has raised consumer awareness of the advantages of natural ingredients, including almond, coconut, and aloe vera extracts. As a result, it is anticipated that consumers will favor natural skin toners and use ingredient type as a major deciding factor. These elements are responsible for driving up skin toner market demand.

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Market Restraints

Ingredient Restrictions, and Regulatory Constraints

Strict laws in different places might be a hindrance for skincare companies looking to create and sell skin toner. Certain preservatives and exfoliating agents, which are frequently found in toners, may be subject to limitations because of their possible effects on the environment or skin health. Tight standards for ingredient safety set by regulatory bodies like the EU can restrict toner composition options. As a result, skincare businesses have to negotiate complicated regulatory environments, which may impede innovation and delay the creation of new products.

Moreover, transparency on the contents of products is becoming increasingly important as customers get pickier about what they use on their skin. The provision of scientific proof of product efficacy, complete ingredient lists, and sourcing details provide difficulties for the global skin toner market.

Diminished Product Performance, and Deceptive Claims

Increased consumer education is beneficial for the skincare sector, but it also presents a difficulty in controlling false information and inflated expectations. Skin toner efficacy varies based on formulation and type of skin. However, oversimplification of product advantages or overstatement of claims run the danger of being made. Customers who do not get the desired outcomes may get dissatisfied due to false information spreading via social media or dubious sources.

Skincare companies need to make sure that prospective customers are informed about the true benefits of their toners and that correct communication is given priority. In addition, the environmental impact of skincare products, particularly toners, has come under examination as customers prioritize sustainability in their purchase selections. Waste and pollution may result from the manufacturing, packing, and disposal of skincare products. Companies that ignore these issues run the danger of losing the support of environmentally conscientious customers.


Increasing Awareness of Skincare Routines

The increasing demand for skincare products is fueling the rise of the skin toner market. The global millennial population's growing awareness of skincare and safety is fueling the market's expansion. Dermatologists recommend Skin toners as a treatment for all forms of oily skin and acne. Furthermore, over the coming years, it is anticipated that the growing use of sunscreen and other makeup products by both men and women will positively impact market growth.

In addition, manufacturers of cosmetics have been investing more in the creation of natural care products, which is anticipated to fuel market expansion in the next years. Through social media and electronic media, consumers are learning more about the advantages of natural ingredients like coconut oil, almond, and aloe vera extracts, which are contributing to the growth of the skin toner market.

Analyst’s Viewpoint

Growing consumer awareness of skincare products and the capacity of certain products to regenerate and repair aging or damaged cells and tissue are the main factors driving the revenue growth of the global skin toner market. Taking care of one's skin and hair and adopting a healthy lifestyle are becoming increasingly popular among millennial customers worldwide.

Additionally, within the past few years, there has been a rise in demand for face toner due to changes in lifestyle, fast urbanization, and everyday grooming practices. The rising use of face toner has been greatly driven by personal hygiene practices, which has forced manufacturers to boost output.

The need for face toner has been further spurred by the expanding population and consumers' desire to feel fresh all day. Companies are being forced to refocus their efforts from urban areas to the rural market since the populace in these areas is also adopting face toner. Furthermore, in order to create and formulate a wider range of natural or organic beauty products, numerous manufacturers of cosmetics are raising their R&D expenditures.

End consumers are becoming more aware of the advantages of using natural components like almonds, coconut oil, aloe vera, and others. The source of components influences consumer choice for natural skin toners, which is now one of the aspects that could affect a buying decision.

Supply-side Dynamics

The producers, retailers, and suppliers who help make skin toner goods accessible to consumers make up the skin toner market's suppliers. The supply side dynamics are influenced by variables like where to get raw materials, how products are made, how they are distributed, and how competitive the market is. Manufacturers frequently combine astringents, water, and botanical extracts in the formulation of toners. On the supply side, manufacturers are also crucial since they invest in production methods and carry out research to find novel formulas.

Moreover, suppliers of raw materials offer necessary elements, including active substances and packaging materials. Distribution channels, such as online stores and merchants, influence product accessibility. Things like regional regulatory compliance, product packaging developments, and customer demand for natural or particular skincare ingredients impact the supply side. The skin toner market's general landscape may be impacted by supplier competition, which can spur product variety and advancements.

Competitive Intelligence and Business Strategy

Due to the numerous well-established local and national companies, the skin toner industry is fragmented. Among the leading companies are Johnson & Johnson Consumer Inc., Dickinson Brands Inc., Kiehl’s Since 1851, Dermalogica, La Mer Technology, and others. To enhance their manufacturing capacity and fulfill the worldwide demand, the top players concentrate on smart mergers and acquisitions. Moreover, prominent firms in the skin toner industry are working tirelessly on research and development in order to create new goods. By utilizing novel skincare technologies and organic extracts, they are introducing new products. By differentiating themselves in terms of progress and efficacy, these actions enable companies to contend with their competitors.

A few additional businesses in the face cleansers and toners sector are developing cutting-edge toners tailored to particular skin types and issues. The demand for new skin toners is expected to be significant due to growing worries about anti-aging, acne-prone, dry, and oily skin. Companies will release new products for various skincare needs in response to these worries. Furthermore, the personal care and cosmetics sector now includes e-commerce to a considerable extent; therefore, major companies in the skin toner market concentrate on growing their presence through this channel. To increase online sales, they spend a lot of money on user-friendly websites and smartphone applications.

Market Segmentation

Which Form Anticipates the Highest Revenue Benefits?

The Fluid Category Gains the Strongest Traction

The fluid category dominated the market. Numerous elements supporting changing skincare practices and customer preferences are driving this development. Fluid skin toners, with their moisturizing and lightweight formulas, provide a flexible option for those looking for efficient hydration and rapid absorption. The use of fluid toners to prepare the skin for further treatments has become more widely known due to the popularity of multi-step skincare routines, which beauty influencers and professionals have endorsed.

Moreover, the mist category is anticipated to grow at a significant rate over the forecast period, driven by customers looking for quick and portable skincare options. Due to their lightweight and refreshing nature, mist toners have become increasingly popular as a handy means of hydrating and revitalizing the skin. The trend toward simple skincare procedures has aided the popularity of mist toners. Innovations like natural component compositions and extra skincare advantages have also aided their rise.

Which Product Segment Spearheads?

Conventional Product Categories Lead on the Back of Affordable Prices

The conventional category dominated the skin toner market in 2022. These products are typically made of chemicals and are less expensive than their organic counterparts. But over the coming years, it's anticipated that growing worries about the negative consequences of skin creams made synthetically would restrict the market potential for this category. Harsh chemicals can also irritate, redden, and trigger allergies in the skin. Certain components have been found to impact the endocrine system negatively and may even be the cause of type 2 diabetes.

Moreover, the organic category will grow at a substantial rate in the forecast period. This expansion is ascribed to important companies' massive brand campaigns on natural extract cosmetics on social media and electronic media, which have increased accessibility to these items. To lessen their carbon impact, cosmetic manufacturers have been investing more money in the development of organic toners in recent years.

What is the Top Consumer Segment?

Women's Category Remains the Indubitable Leader

In 2022, the women category led the market. Women are thought to be more susceptible than men to acne-related problems, according to the American Academy of Dermatology. Furthermore, it is anticipated that the growing number of working-class women in emerging nations like China, Brazil, and India will boost consumer spending on cosmetics, which will help the business flourish.

On the other hand, throughout the projected period, the men segment is expected to increase significantly. The manufacturers have launched a number of product awareness efforts in recent years to raise knowledge of the advantages of skincare products specifically for men. Middle Eastern and Indian subcontinental nations are also where males choose to purchase sunscreen.

Which is the Largest Distribution Channel?

Convenience Stores Dominate Sales

The convenience stores category dominated the market in 2022. When purchasing toners, advice from a qualified skincare professional is crucial. Depending on the customer's skin type and other relevant factors, the majority of businesses, especially specialty stores, assign professionals to help them choose the right goods, including toners. The buyer can choose a product without having to do extensive investigation thanks to the support. In addition, most retailers provide trial specimens, meaning that a product is initially tested on the customer's hand to verify that it works well with their skin type.

Moreover, the online category held a significant share in the market. Influencers on social media and beauty blogs have played a major role in educating people about toner and its benefits, which has made purchasing from online retailers hassle-free. A remarkably vast selection of products, some of which may not be found in local brick-and-mortar establishments, is accessible through online channels. The majority of products are being provided at huge discounts, which are drawing customers.

Top Regional Markets

North America Stands at the Forefront

Throughout the forecast period, North America is anticipated to maintain its dominant position in the skin toner market. The area will dominate this market due to a number of variables, including a robust market for beauty and personal care products and high purchasing power parity. Because the majority of Americans are over 40, the country is the largest user of cosmetics. This age group of customers will see healthy growth in this industry since they have a lot of purchasing power and are more self-conscious about their appearance in public.

Additionally, according to the Observatory of Economic Complexity, the US held the largest import share in the world for powder puffs and pads used for cosmetic applications, accounting for 16.1% of total imports. Patients in the US may require special skincare products after undergoing procedures like radiation therapy or surgery for skin cancer. These are designed to accelerate healing and lessen the visibility of scars. In order for these to play a big role in their aftercare regimen, companies are expected to introduce calming and mild skin toners.

South Asia, and Oceania to Witness a Remarkable Hike as More Consumers Include Skin Toners in Routine Skincare Regime

The South Asia, and Oceania skin toner market is expected to grow at a significant rate over the forecast period, ascribed to the region's developing population as well as its increasingly youthful prospective consumer base. The market is expected to increase as a result of these reasons, as well as an increasing number of consumers who are focused on health and well-being and personal appearance, which leads to a more simplified beauty regimen and an increasing need for skincare and cosmetic products. 

Additionally, it is anticipated that the introduction of new products in these nations would provide existing players in the South Asia, and Oceania skin toner market with new opportunities. Moreover, it is anticipated that leading Chinese skin toner brands will use coffee ingredients in their skincare line of serums, creams, and toners to offer a number of distinctive benefits. Coffee can protect against UV rays and environmental contaminants since it contains a lot of chlorogenic acid. Coffee extract-infused skin toners provide further defense against aging and environmental damage to the skin.

Key Recent Developments

New Product Launch

In June 2023, Glazing Milk Essence was first released by Hailey Bieber under the Rhode brand. This light essence is meant to be the first step in one's skincare routine; it is called an essential prep step. It functions to significantly hydrate the skin, fortify the skin's barrier, and lessen redness. It has skin-beneficial ingredients like ceramides, beta-glucan, a compound of hyaluronic acid, and a combination of magnesium, zinc, and copper.

Market Impact: The market may have been impacted by this product since it reduced redness, strengthened the skin's barrier, and encouraged hydration. Celebrity-endorsed skincare products tend to attract attention, which can pique consumer curiosity and fuel the demand for skin toners. Moreover, a better picture of the long-term effects of such product debuts on the skin toner market will also be obtained by keeping an eye on customer preferences and market trends.

(Source: WWD)

In February 2023, Australian-based Sand & Sky, a developer of skincare and cosmetic products, released their most recent Marshmallow Toner. This product has two uses: it is a cleanser and an exfoliant. It has hyaluronic acid, niacinamide, AHA, BHA, and marshmallow root extract in it. In addition to eliminating dead skin cells, constricting pores, and lessening the appearance of visible lines and wrinkles, the Marshmallow Toner brightens and hydrates the skin.

Market Impact: The launch of Marshmallow Toner by Sand & Sky may have a big effect on the skin toner industry. Its multifunctional strategy fits nicely with the growing trend of customers looking for effective skincare products. The presence of components with hydration, brightening, and exfoliating properties points to a complete skincare line. If customers like this product, rivals can be inspired to develop and add comparable characteristics to their formulas.

(Source: Beauty Bay)

Skin Toner Market Report Scope



Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

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

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Form
  • Product
  • Gender
  • Distribution Channel
  • Region

Key Companies Profiled

  • Dermalogica
  • Dr. Hauschka
  • Dickinson Brands Inc
  • Johnson & Johnson Consumer Inc
  • Kiehl’s Since 1851
  • La Mer Technology
  • Mario Badescu Skin Care, Inc
  • Others

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives  

Customization & Pricing

Available upon request

Skin Toner Market Research Segmentation

By Form:

  • Fluid
  • Mist

By Product:

  • Organic
  • Conventional

By Gender:

  • Men
  • Women

By Distribution Channel:

  • Convenience Stores
  • Supermarkets & Hypermarkets
  • Online

By Region:

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

For report customisation and delivery information contact our sales representative.

Companies Covered in This Report

  • Dermalogica
  • Dr. Hauschka
  • Dickinson Brands Inc
  • Johnson & Johnson Consumer Inc
  • Kiehl’s Since 1851
  • La Mer Technology
  • Mario Badescu Skin Care, Inc
  • Others


Frequently Asked Questions

The market for skin toner is anticipated to grow at a CAGR of 5.3% during the projected period.

The skin toner market was valued at USD 1361.8 million in 2023.

The US held the largest market share in 2023.

Some of the prominent players in the market include Johnson & Johnson Consumer Inc, Kiehl’s Since 1851, Dermalogica, Dickinson Brands Inc., and La Mer Technology.

Online sales will continue to lead the revenue generation in the global skin toner market.

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