The global sheet face mask market size was valued at $206.0 million in 2018 and is anticipated to reach $392.1 million by 2026, with a CAGR of 8.76% during the forecast period. Sheet masks act as delivery medium of ingredients. There are various types of sheets masks available in the market including clay, mud, cotton/microfiber, hydrogel sheet, knit sheet, bio-cellulose sheet, and non-woven. There main function is cosmetic ingredient delivery followed by skin hydration, skin whitening, and moisturizing benefits.
The trend of on-the-go skin care has gained popularity among the working population. Innovative product packaging and positioning of cosmetic products has gained long term success in the sheet face mask market. Sheet face mask products are one of the examples of on-the-go skin care regime, where consumers can easily apply facial masks without putting any additional efforts such as preparation, application, and rinsing. This feature of user friendly, easy to use skin care regime boosts the revenue growth of sheet face mask manufacturers. Furthermore, manufacturers are putting additional efforts in research and development activities to increase their product reach among consumer base of various age groups, ethnicity, and gender.
Multifunctional benefits of sheet face masks such as moisturization, skin whitening, and skin soothing in one product has increased their popularity. In addition, integration of multiple cosmetic ingredients in a single product and effectiveness of these mask over traditional masks/creams has increased their adoption among consumers. All the aforementioned factors are expected to propel the growth of the sheet face mask market during the forecast period.
By Product Type
Cotton/Microfiber Sheet segment dominates the global market and is expected to retain its dominance throughout the forecast period.
Sheet masks originated from South Korea and are one of the key products in the skin care routine in South Korea, South East Asia, and the Far East Asian countries. From last decade, sheet masks have emerged as breakthrough offering of the South Korean beauty industry, which is the most evolving vertical of the cosmetic and personal care industry. Inclusion of innovative cosmetic ingredients such as hyaluronic acid, sodium hyaluronate, seaweed, and retinol in the form of sheet masks has enabled consumers to use these ingredients in their routine skin care regime without hassle. Addition of skin friendly cosmetic ingredients in affordable sheet face masks has significantly grabbed attention of majority of end users who actively look for cost effective skin care solutions. Broad range of price point in sheet face masks increase its affordability among middle-income group consumers. Such increased adoption of sheet face masks across middle-income group countries is expected to drive the growth of the overall sheet face mask market. In addition to middle-income group countries, manufactures are now concentrating on positioning of their products under luxury cosmetics. As a result,, the market is now flooded with luxury sheet face masks across developed countries of North America and Europe.
By Price Point
Premium segment is expected to grow at a highest CAGR of 9.9% during the forecast period.
Rapid growth in e-commerce distribution is the prime factor responsible for counterfeiting of cosmetic products. According to a 2018 report by Financial Times of the UK, online distribution of non-grocery goods has increased by 12.5% and contributes to around 24.1% of the total sales. The cosmetic industry has been strongly hit by counterfeit activities due to large number of consumers purchasing products through online sales channels. The sheet face mask market is concentrated, in terms of product manufacturing. Most of the leading manufactures belong to Asia, especially South East Asia and South Korea. On contrary, a huge consumer base for sheet face masks resides in North America and Europe. As a result, majority of the market revenue is collected from overseas distribution and such overseas trading through various modes of supply chain increases the probability of counterfeiting of products. In addition, lack of brand loyalty among consumers is also responsible for decreased penetration of cosmetic products. Companies operating in market are facing challenges from fake product distribution and witnessing reduction, in terms of sales volume. Such increased counterfeit activities due to lack of effective supply chain management is expected to hamper sheet face mask market growth in the long run.
By Distribution Channel
E-Commerce segment is expected to grow at a highest CAGR of 11.7% during the forecast period.
The sheet face mask market report is segmented on the basis of product type, price point, distribution channel, and region. By product type, it is categorized into cotton/microfiber sheet, hydrogel sheet, knit sheet, bio-cellulose sheet and others. By price point, sheet face mask market share is divided into mass and premium. By distribution channel, sheet face mask market segment is categorized into retail pharmacies, convenience stores, E-commerce, and supermarkets/hypermarkets. Region-wise, sheet face mask market size is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, France, Spain, Italy, and Rest of Europe), Asia-Pacific (China, India, Japan, Australia, South Korea, and Rest of Asia-Pacific), and LAMEA (the Middle East, Latin America, and Africa). Asia-Pacific offers lucrative growth opportunities for sheet face mask product manufacturers, owing to increased spending of consumers on personal care products and growing awareness toward daily skincare regime. Rising per capita expenditure on routine skin care regime has spurred the sheet face mask market demand in North America and Europe. Stakeholders operating in the market are highly focusing on development of novel product line for millennial and generation X consumer groups. Asia is the largest producer for sheet masks and is expected to bring novel offerings for consumers based in North America and Europe
By Region
Asia-Pacific dominates the market and is expected to grow with a CAGR of 8.5% during the forecast period
The key players operating in the global sheet face mask industry include BioRepublic SkinCare, ES Cosmetics, Estee Lauder Companies Inc., Innisfree Corporation, Kracie Holdings, Ltd., L’Oréal, Lancome Paris, Sephora Inc., The Face Shop and Tonymoly Co Ltd. Other key players operating in sheet face mask market value chain are Amorepacific Corporation, Bio Natural Inc., Boss Biological Technique Ltd., Decleor Paris, Erno Laszlo, It's Skin, Luxaderme, Orgaid, Star Skin Beauty Group AG, and Starskin, Yunos Co. Ltd.
Key Benefits for Stakeholders:
- The report provides detailed qualitative and quantitative analysis of the current sheet face mask market trends and future estimations that help evaluate the opportunities.
- The key drivers, restraints, opportunities, and detailed sheet face mask market analysis are elucidated in the study.
- The market analysis is conducted by following key product positioning and monitoring the top competitors within the industry.
- The report provides extensive qualitative insights on the potential and niche segments or regions exhibiting favorable sheet face mask market opportunity.
- Industry player positioning segment facilitates benchmarking and provides a clear understanding of the present position of players along with the sheet face mask market forecast.
Sheet Face Mask Market Report Highlights
| Aspects | Details |
 By Product Type |
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 By PRICE POINT |
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 By DISTRIBUTION CHANNEL |
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 By Region |
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 Key Market Players | UNILEVER PLC, Olay (P&G), Himalaya Global Holdings Ltd, Guerlain S.A, L’ORÉAL SAS, SHISEIDO CO., LTD, BEIERSDORF AG, DERMA E, JOHNSON & JOHNSON SERVICES, INC. (J&J), THE ESTÉE LAUDER COMPANIES INC |
Analyst Review
As per CXOs of leading companies in the market, sheet masks are made of fabric or bio-cellulose and are infused with cosmetic ingredients, combined in a gel or serum base. Sheet face mask producers are gaining competitive edge through their innovative product packaging, distribution strategies, and novel ingredients. Presently, the market is mainly dominated by SMEs with their unique product offerings and distinct marketing strategies. Large scale cosmetic companies find difficulties in gaining market share due to limited adoption rate in the market. However, these companies are now focusing toward the development of multi-functional sheet face mask products to cater to the needs of the diversified consumer base.
Japan, China, South Korea, and ASEAN countries are the main consumers as well as producers of sheet face masks. Unisex facial sheet masks are gaining popularity among consumers. Brands are rigorously promoting such unique product offerings through social media platforms, vlogging, and blogging. This has helped manufacturers to gain traction, in terms of sales, as most millennials and generation X are actively on social media looking for personal care products on social media. Thus, boosts the market growth.
The global sheet facial mask was projected to witness a growth rate of 8.76% from 2019 to 2026.
The global sheet facial mask market was valued at $217.8 million in 2019, and is projected to reach $392.1 million by 2026.
The key players operating in the global sheet face mask industry include BioRepublic SkinCare, ES Cosmetics, Estee Lauder Companies Inc., Innisfree Corporation, Kracie Holdings, Ltd., L’Oréal, Lancome Paris, Sephora Inc., The Face Shop and Tonymoly Co Ltd.
The trend of on-the-go skin care has gained popularity among the working population. Innovative product packaging and positioning of cosmetic products has gained long term success in the sheet face mask market.
Multifunctional benefits of sheet face masks such as moisturization, skin whitening, and skin soothing in one product has increased their popularity. In addition, integration of multiple cosmetic ingredients in a single product and effectiveness of these mask over traditional masks/creams has increased their adoption among consumers.
Innovative product offering in the form of novel sheet material is currently in trends and competitors are largely focusing on manufacturing such innovative product to capture maximum revenue from the market. These players are also focusing on increasing their product across the globe through effective supply chain.
Cotton/Microfiber Sheet & Hydrogel Sheet segments have strong penetration in terms of revenue owing to high awareness towards sheet face mask products across Asia region. Consumers from Asia region are mainly relaying on traditional form of sheet due to its price efficacy and ready availability in conventional retailers. While, other innovative materials like Knit Sheet and Bio-cellulose Sheet are expected to witness significant growth across Europe and North America region during the forecast period.
Sheet face mask market is currently in growth phase and is largely dominated by SMEs. The market has witness a steady growth in last decade owing to limited innovative in terms of product offerings. However, the increased focus of at home skin care regime and growing popularity of skin friendly cosmetic products.
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