The global electric face cleanser market size was valued at USD 6.9 billion in 2018. An increase in skin-related diseases, coupled with growing beauty consciousness among the consumers, is anticipated to drive the market. Furthermore, increased spending on skincare products and treatments due to a 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 aging and wrinkles. As a result, many consumers are increasingly using skincare products like sunscreen and body lotions as preventive measures. However, electric face cleansers act as a whole skincare 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 skincare 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 skincare experts recommend following the above 4-step skincare ritual once a week for healthy skin. This is expected to propel the market growth during the forecast period.
Different electric face cleansers have different bristles to suit various skin types. Due to the simplicity of using these devices, the market is gaining significant traction in households. Moreover, these devices are mostly battery operated, which makes them convenient to carry while traveling. In addition, manufacturers are focusing on product innovation by improving 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 electric face cleansers are 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 regularly. Product build-up often damages the bristles making them hard and damaging sensitive skin cells. This is expected to hinder the market growth during the forecast period.
The commercial segment accounted for a 79.2% share of the global revenue in 2018. The major factor contributing to the segment growth is the extensive usage of the product in skin treatments like bleach and facial in salons and spas. Most skin issues like loose skin, wrinkles, and dry skin patches are observed among the geriatric population. As a result, the preference for salon-based skin treatments is increasing in this population. Moreover, the 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, due to a hectic lifestyle, consumers do not have enough time to follow a proper skin cleansing schedule or make regular salon visits for skin treatments. These products are time-saving and cost-effective alternatives to long skin treatments, which are offered in salons.
Moreover, the 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, the premium pricing of the product may obstruct market growth during the projected period.
The offline channel occupied 84.1% share of the overall revenue in 2018. Consumers prefer testing electric appliances before use to check for any functional damages. Moreover, due to a 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.
The online segment is expected to register a CAGR of 6.5% from 2019 to 2025 owing to the 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 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.
In terms of revenue, the electric face cleanser market in North America accounted for the maximum share in 2018. The majority of the global sales were driven by the U.S. in 2018. The growing geriatric population increased purchasing power, coupled with the 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 of their appearance and looks. This is anticipated to increase product demand in the projected period. In addition, the presence of key players in the market in this region has led to the 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 such survey, 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 the Middle East and Africa during the forecast period. The rise in disposable income, along with the growth of the cosmetics market in this region, is expected to drive the market for skincare 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 the growing geriatric population and increasing development in countries like Germany, this region has the potential to surpass North America as the market leader.
The global market is highly concentrated with the market share occupied by few major global players. The 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 offerings and attract consumers. However, due to a lack of awareness of electric face cleansers, this market may witness slow growth in the under-developed countries of Central and South America.
Report Attribute |
Details |
Market size value in 2020 |
USD 7.66 billion |
Revenue forecast in 2025 |
USD 10.01 billion |
Growth Rate |
CAGR of 5.4% from 2019 to 2025 |
Base year for estimation |
2018 |
Historical data |
2015 - 2017 |
Forecast period |
2019 - 2025 |
Quantitative units |
Revenue in USD million/billion and CAGR from 2019 to 2025 |
Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
Segments covered |
End-use, distribution channel, region |
Regional scope |
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa |
Country scope |
U.S.; U.K.; Germany; China; Japan; Brazil; Saudi Arabia |
Key companies profiled |
Loreal, Philips; Clinique Laboratories; Conair Corp; Hitachi Ltd; Amore Pacific Corp; Pixnor |
Customization scope |
Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope. |
Pricing and purchase options |
Avail customized purchase options to meet your exact research needs. Explore purchase options |
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
The U.S.
Europe
Germany
U.K.
Asia Pacific
China
Japan
Central & South America
Brazil
Middle East & Africa
Saudi Arabia
b. The global electric face cleanser market size was estimated at USD 7.28 billion in 2019 and is expected to reach USD 7.66 billion in 2020.
b. The global electric face cleanser market is expected to grow at a compound annual growth rate of 5.4% from 2019 to 2025 to reach USD 10.01 billion by 2025.
b. North America dominated the electric face cleanser market with a share of 37.8% in 2019. This is attributable to growing geriatric population, increased purchasing power, coupled with rise in skin-related diseases, are the major factors contributing to the market growth.
b. Some key players operating in the electric face cleanser market include Loreal, Philips, Clinique Laboratories, Conair Corp, Hitachi Ltd, Amore Pacific Corp, Pixnor among others.
b. Key factors that are driving the market growth include increase in skin-related diseases, coupled with growing beauty consciousness among the consumers and increased spending on skin care products and treatments due to rise in disposable income.
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Covid 19's rapid development worldwide has led to serious implications for most suppliers of electronics and electrical products, in the form of supply chain disruptions. While the pandemic crisis has decreased the frequency of purchase of consumer appliances, the lead time for delivery of orders has also increased significantly. Limited availability of components, restricted labor supply, and other supply chain related costs are some of the major challenges that most industry players are focusing on at present. The end of the lockdown is expected to bring this industry significantly higher consumer traffic, most notably through the online channels, and the manufacturers will need to design their production plans and distribution networks in tandem with this changing business environment. Our team is diligently working towards accounting these factors in our report with the aim of providing you with the up-to-date, actionable market information and projections.
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