Cleansing the face is vital to keep up the well-being and beauty. With the rising level of pollution, exposure to UV rays from the sunlight and excess oil and dirt damages a person's skin. Hence, a face toner also known as skin toner is crafted for human skin to clean the pores and remove the excess oil and dirt accumulated on the skin throughout the day. People often compare soaps with face toner and use them as an alternative to clean their skin, which directly damages their skin, causing rash, acne and burns. With the rising awareness for healthy skin, the demand for this product is increasing. Social media promotion and advertisement are influencing the growth of the face toner market as consumers are adapting to the use of face toner. Online retailing of personal care and beauty products are on the rise as consumers have a wide-ranging option to choose from and it's convenient to order.

Market Scope and Structure Analysis

COVID-19 Impact Analysis

• The advent of the global pandemic, COVID-19, has affected the face toner market negatively. Face toner is a personal hygiene product that helps to clean and repair facial skin. During the ongoing pandemic, the face toner was not considered a necessary product. Therefore, the demand for face toner has decreased during these times.
• As the COVID-19 pandemic has forced countries to enforce lockdown, the supply and distribution chain had disrupted. The shifting of activities in operations and vendor operations impacted the production. Hypermarkets/supermarkets and convenience stores were closed, creating a gap in demand and supply.
• The production process for new batches of face toner had become a challenge for companies due to the limited availability of labor, disrupted supply of raw material, and logistic issue.

Top Impacting Factors

• Changes in lifestyle, rapid urbanization, and daily grooming habits have increased the demand for face toner over the past few years. Personal hygiene habit has majorly influenced the increased usage of face toner, forcing the companies to level up their production.
• The growing population and the urge of consumers to feel fresh all day has further fueled the demand for face toner. The population in the rural area is also adapting the usage of face toner, forcing the companies to shift their focus from metros to exploring the rural market.
• In developing economies, consumers of rural area are price-sensitive and opt for a low price product. On the other hand, the metropolitan population is interested in the high-priced product to satisfy their esteem needs. The demand for both types of products is forcing the companies to increase their production to meet the market demand and ensure there is no gap between demand and supply

Market Trends

Consumer preferring for organic variant face wash over a chemical variant

The importance of organic products is rising due to their long-term benefit. Chemical infused face toner leads to dry skin and increase the chances of developing rashes. The advancement of technology and the better utilization of herbs and medicinal plants are giving a new scope for developing products to repair skin damage. Though 100% organic face toner comes with a hefty price tag which is higher than conventional chemically processed face toner. Infusing the essential vitamins in the face toner is helping to nourish and improve skin condition. There is a surge in demand for the products due to the introduction of innovative product variants.

The introduction of small bottle packs is improving the sales

The rural population of a developing country doesn't encourage buying face toner that comes in large quantity as the requirement for the product is not so high daily. The manufacturing companies recognized the consumer behavior of the rural market and introduced a small bottle pack of product that comes for a low price with single or multiple uses. This type of small bottle pack has improved the sales of face toner and has reached remote parts of the country.

Social media plays a vital role in the advertisement of face toner

The companies approach renowned social media creators to endorse their brand as they have a high social media following; the advertisement expected to reach a large group of people. Promotion is creating awareness in the customer to adapt to better hygiene and health habits. By the advertising, the companies are conveying a message that by using their product the consumer is expected to achieve a glow in their face.

Key Segments Covered

Product Type

• Freshener
• Astringent
• Mist
• Others

Skin Type

• Dry Skin
• Sensitive Skin
• Oily Skin
• Normal Skin
• Acne Prone Skin
• Others

End User

• Men
• Women
• Kids
• Others

Application

• Households
• Salons
• Entertainment Industry
• Others

Distribution Channel

• Hypermarkets/supermarkets
• Specialty Stores
• Online Retail
• Others

Region

• North America 
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • France
  • UK
  • Spain
  • Italy
  • Rest of Europe
• Asia-Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Rest of Asia-Pacific
• LAMEA
  • Latin America
  • Middle East
  • Africa

Key Benefits of the Report

• This study presents the analytical depiction of the face toner industry along with the current trends and future estimations to determine the imminent investment pockets.
• The report presents information related to key drivers, restraints, and opportunities along with detailed analysis of the face toner market share.
• The current market is quantitatively analyzed from 2020 to 2028 to highlight the face toner market growth scenario.
• Porter’s five forces analysis illustrates the potency of buyers & suppliers in the market.
• The report provides a detailed face toner market analysis on the basis of competitive intensity and how the competition will take shape in coming years

Questions Answered in the Report

• Who are the leading market players active in the face toner market?
• What current trends will influence the market in the next few years?
• What are the driving factors, restraints, and opportunities in the market?
• What future projections would help in taking further strategic steps?