Electric Face Cleanser Market Size, Share & Trends Report

Electric Face Cleanser Market Size, Share & Trends Analysis Report By End Use (Personal, Commercial), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 - 2025

  • Published Date: Jul, 2019
  • Base Year for Estimate: 2018
  • Report ID: GVR-2-68038-982-1
  • Format: Electronic (PDF)
  • Historical Data: 2015 - 2017
  • Number of Pages: 80

Industry Insights

The global electric face cleanser market size was valued at USD 6.9 billion in 2018. Increase in skin-related diseases, coupled with growing beauty consciousness among the consumers, is anticipated to drive the market. Furthermore, increased spending on skin care products and treatments due to rise in disposable income is expected to boost the market growth.

Air pollution is one of the major causes of unhealthy skin. Air pollution causes smog that accelerates skin ageing and wrinkles. As a result, many consumers are increasingly using skin care products like sun screen and body lotions as preventive measures. However, electric face cleansers act as a whole skin care routine. They not only cleanse the skin but also unclog the pores that have been blocked due to dust and smog particles. These devices act as a multi-purpose skin care tool that cleanses, exfoliates, moisturizes, and improves the texture of the skin. The massaging feature of these devices improves circulation and skin elasticity, which reduces wrinkles. Additionally, many skin care experts recommend following the above 4-step skin care ritual once a week for a healthy skin. This is expected to propel market growth during the forecast period.

U.S. electric face cleanser Market

Different electric face cleansers have different bristles to suit various skin types. Due to the simplicity in using these devices, the market is gaining significant traction in households. Moreover, these devices are mostly battery operated, which makes it convenient to carry while travelling. In addition, manufacturers are focusing on product innovation by improving the oscillation technology in the brushes. Clarisonic’s Mia model is an example of such technology. The Mia model with its vibrations distributes 300 micro-massage movements every minute which removes dirt, makeup, and oil from the skin efficiently.

Market penetration of electric face cleansers is comparatively low as compared to other beauty devices such as hair styling and hair removal devices. The major factor anticipated to obstruct market growth is low product penetration in the majority of the cosmetic markets like China, India, and Brazil. Moreover, cleaning and maintaining of electric face cleansers is one of the major problems experienced by users. Regular usage of facial brushes causes product build-up in the bristles, which is difficult to remove if not cleaned on a regular basis. Product build-up often damages the bristles making them hard and damaging sensitive skin cells. This is expected to hinder market growth during the forecast period.

End Use Insights

The commercial segment accounted for 79.0% share of the global revenue in 2018. Major factor contributing to the segment growth is extensive usage of the product in skin treatments like bleach and facial in salons and spas. Most of the skin issues like loose skin, wrinkles, and dry skin patches are observed among the geriatric population. As a result, preference for salon-based skin treatments is increasing in this population. Moreover, product visibility of electric beauty devices is high in salons and spas, which is anticipated to fuel market demand during the projected period.

The personal segment is expected to witness significant growth during the forecast period. Increasing awareness about these products is anticipated to propel product demand. Moreover, consumers do not have enough time to follow a proper skin cleansing schedule or make regular salon visits for skin treatments due to hectic lifestyle. These products are time-saving and cost-effective alternatives to long skin treatments, which are offered in salons.

Moreover, growing demand for personal beauty devices is anticipated to positively influence the growth of the segment. Manufacturers are also providing these products as a part of a complete face cleansing kit, which contains cleansing lotions or creams. However, premium pricing of the product may obstruct market growth during the projected period.

Distribution Channel Insights

The offline channel occupied 84.0% share of the overall revenue in 2018. Consumers prefer testing electric appliances before use to check for any functional damages. Moreover, due to lack of awareness regarding the usage of these products, demos or tutorials are provided by offline channels to increase sales. In addition, offline channels provide post-sale services for electric products in case of damage during the warranty period. This is anticipated to positively influence the segment growth in the near future.

Manufacturers are setting up their own retail stores, kiosks, or salons across many countries to improve their market penetration, which is contributing to the growth of offline sales. Lakme launched its 400th salon in India. Consumers are anticipated to directly buy from such stores and salons due to the post-sale services provided by the companies. This is anticipated to boost the segment growth over the forecast period.

Global electric face cleanser Market

The online segment is expected to register a CAGR of 6.5% from 2019 to 2025 owing to rise in online beauty stores. Sales of electric cleansers are anticipated to boost substantially via online distribution. E-commerce is gaining high popularity owing to improved market penetration techniques and efficient logistics. Major e-commerce channels also provide consumer ratings and reviews, along with the product, which will influence the purchase of the products. This is expected to increase sales of electric face cleansers.

Moreover, manufacturers are advertising their products via their own websites, along with forming contractual alliances with e-commerce distributors like Nykaa and Purplle. In addition to such stores, there has been a rise in beauty and fashion bloggers who post reviews about products and provide the online links or channels to purchase. Similar advertising techniques are anticipated to positively influence online sales of electric face cleansers in the next few years.

Regional Insights

In terms of revenue, the electric face cleanser market in North America accounted for the maximum share in 2018. Majority of the global sales were driven by U.S. in 2018. Growing geriatric population, increased purchasing power, coupled with rise in skin-related diseases, are the major factors contributing to the market growth in this region. The geriatric population in this region is increasingly becoming aware about their appearance and looks. This is anticipated to increase product demand in the projected period. In addition, presence of key players of the market in this region has led to high availability of a variety of electric cleansers. Manufacturers are carrying out surveys related to skin disorders/diseases to propel product innovation in this market. According to one of such surveys, nearly 80%-85% youth population in North America is prone to acne. Such studies are pushing manufacturers in the market to create awareness about their products and propel market growth.

Asia Pacific is anticipated to witness the fastest growth, followed by Middle East and Africa during the forecast period. Rise in disposable income, along with growth of the cosmetics market in this region, is expected to drive the market for skin care products and devices. Moreover, the electronic appliances market is driven by developing countries like China, Japan, and India. This is anticipated to increase market growth for electric face cleansers.

Europe is anticipated to witness steady growth owing to market maturity in this region. However, due to growing geriatric population and increasing development in countries like Germany, this region has the potential to surpass North America as the market leader.

Electric Face Cleanser Market Share Insights

The global market is highly concentrated with the market share occupied by few major global players. Acquisition of small-scale producers of electric devices by key beauty market leaders is a major trend observed in this market. Moreover, product innovation is another focal point for manufacturers to increase their product offering and attract consumers. However, due to lack of awareness of electric face cleansers, this market may witness slow growth in the under-developed countries of Central and South America.

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa

Report coverage      

Revenue forecast, company share, competitive landscape, growth factors and trends

Country scope

U.S., Germany, U.K., China, Japan, Brazil, and Saudi Arabia

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global electric face cleanser market report on the basis of end use, distribution channel, and region:

  • End Use Outlook (Revenue, USD Million, 2015 - 2025)

    • Personal

    • Commercial

  • Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)

    • Online

    • Offline

  • Regional Outlook (Revenue, USD Million, 2015 - 2025)

    • North America

      •  U.S.

    • Europe

      • Germany

      •  U.K.

    • Asia Pacific

      • China

      •  Japan

    • Central & South America

      •  Brazil

    • Middle East & Africa

      • Saudi Arabia

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