A recent report by Askci Consulting Co. Ltd, estimated the global market for beauty facial masks was worth US$12 billion in 2017. The US suppliers captured the leading share of these sales with firms such as Procter & Gamble, Johnson & Johnson, and Estee Lauder controlling more than 70% of the market.
In South Korea, direct sales channels represent 26% of the retail volume of facial mask products. Personal care retailers make 25% of the sales, followed by department stores which account for 20% of the sales. Meanwhile, e-commerce and TV shopping are capturing a growing share of Korea’s mask market.
Two major local suppliers, Amore Pacific and LG Life Store dominate the mask market with 45% of the total market. International brands account for only 25%.
China’s Facial Mask Market
China’s facial mask market has also taken off in recent years. In 2017, China’s facial mask market was worth more than US$3 billion, growing by more than 10% over the prior year. Facial masks represented 10% of China’s total skincare market. Askci Consulting expects China’s facial mask expenditure to top US$4.3 billion by 2022.
China’s facial mask market is divided into two clear supplier segments: cosmetic brands and professional mask brands. Sub-segments such luxury, premium, mass market, and budget-priced have further divided the market. MG, the industry leader, has positioned its self as a premium quality, mass-market brand targeting women between 25 and 30. Meanwhile, My Beauty Diary has carved out a place in the market by pursuing the budget segment aimed at younger women aged 18-24.
The Future of the Mask Market
Ultra-thin products are emerging as the products of the future. Silk masks are gradually replacing non-woven cotton material in popularity. The brand Hana Face Your Face analyzed mask sales data to discover that few consumers will go back to cotton mask after the first time that they try a silk mask.
In Asia, Watson’s private brand and several similar sleeping masks were the first to become popular among consumers. In most cases, a “sleeping mask” is a product that is applied as a thin later to the face before bed and does not need to be washed off to remove. The texture of the cream mask is similar to skin cream. It provides whitening, moisturizing, and soothing benefits. These masks are often used to combat the effects of dry skin in air-conditioned environments or after exercise. Sleeping masks offer the dual benefit of a night cream and a facial mask.
Sleeping masks have captured a large share of the Korean market, particularly at the mid- and high end. Although they are a relatively new product, they use similar ingredients as traditional creams, cleansers, and masks.
Learn more about the last trends in mask products at China Beauty Expo 2019.