The global sheet face mask market size to be valued at USD 447.7 million by 2025 and is expected to grow at a compound annual growth rate (CAGR) of 8.2% during the forecast period. Increasing awareness related to the benefits of sheet masks such as anti-aging and skin hydration is the major factor contributing to the growth of this industry. Furthermore, an increase in demand for Korean beauty products owing to the natural ingredient base such as aloe extracts and green tea used in the formulation is anticipated to drive the market in the next few years. Ease of product use is driving the popularity of the masks in the beauty market. The application of the product does not restrict the user’s mobility as the mask sticks to the skin, eliminating the need for the user to sit still. This feature makes it more preferable for consumption while traveling or even doing household chores. Moreover, the hectic lifestyle of the consumers is expected to increase the demand for this product in the projected period.
Sheet face masks work against the pollution, dirt, and oil, which has built upon the skin. Moreover, ingredients or serum used in the sheet penetrates deep inside the pores of the skin, cleansing it thoroughly. This improves skin hydration and glow. Such benefits are expected to increase product popularity significantly among the beauty-conscious population, thereby fueling the market growth over the forecast period.
Also, Korean beauty products are gaining traction in the market owing to the popularity of Korean celebrities such as the BTS boy band. The skin of the members of the band is perceived to be flawless and healthy. Moreover, sale of the Korean products increased post the live telecast of the band’s skincare regime, which included the use of sheet face masks. Similarly, Lady Gaga, an American celebrity, had posted her picture with a face sheet mask on a popular social networking site, which increased the product demand. Such celebrity influencers are expected to drive the demand for Korean beauty products, which will propel market growth from 2019 to 2025.
The increasing awareness of the product among people especially the female population is driving the growth of the market. The skin benefits provided by sheet masks such as nourishment, hydration detox, and brightening are gaining popularity among female end-users. In addition, the application gives an immediate boost of moisture and vitamins within a short duration of time, hence is increasingly preferred by the customers, in turn increasing the market growth.
However, the rising concerns for skin problems such as acne, dry skin, rosacea, and dermatitis is impeding product acceptance. Facts such as applying sheet masks for longer durations, and using products dissimilar to skin types sometimes lead to side effects on skins.
Moreover, innovations in the product are certain to provide growth opportunities for the market. Various innovative products are introduced in the market by key industry players such as one-minute sheet masks, non-toxic sheet masks, charcoal sheet masks, cream sheet masks, dual-compartment sheet masks, and many others. This is proving a wide variety in products catering to the various need of the customers.
Cotton occupied the largest sheet face masks market share in 2018. The cotton fabric used in these masks is made up of microfibers that allow the base serum to absorb dirt and pollution from the skin, thereby moisturizing it simultaneously. Also, the soft texture and porous nature of the fabric does not hamper the skin’s natural perspiration process. These features enabled the growth of this segment in 2018.
However, disposal of the cotton masks is a major concern affecting the growth of the segment. These masks are accompanied by disposal pouches that are made of plastic and aluminum. In addition to this, counterfeit products that are not 100% made of cotton are entering the market owing to the rising popularity of the product. This makes the mask impossible to be recycled. Such factors are expected to hamper the growth of this segment in the next few years.
However, bio-cellulose masks are gaining significant traction owing to their better performance. These masks are made of cellulose obtained from certain bacteria in a highly-controlled laboratory environment. The obtained cellulose is purified and collected to manufacture the products. Due to the sticky property of cellulose, the masks adhere firmly to the skin and does not allow the ingredients to evaporate quickly. This is expected to drive the segment over the forecast period, thereby propelling the market growth.
Hydrogel masks are also expected to witness significant growth over the forecast period owing to their hydration properties. These masks help in boosting the cellular function of the skin. The majority of these masks are infused with hyaluronic acid, which is known to reduce the appearance of fine lines, wrinkles, and breakouts. However, these masks are expensive as compared to bio-cellulose or cotton masks. This may hamper the consumption of this product over the forecast period.
The Asia Pacific dominated the global market owing to high product consumption in countries such as South Korea and China. Continuous product innovation has been witnessed in recent years owing to the increasing demand for skin care products in these countries. These countries follow intensive skincare routines in which the application of sheet masks is an important step as it hydrates the skin, making it soft and glow. These factors are expected to drive the demand majorly in China, as it is one of the major countries in the cosmetic industry. This is expected to positively influence the global sheet face mask market growth.
This dominating trend is expected to continue in the Asia Pacific over the forecast period owing to an increase in demand from Japan. According to the skincare trends published by Google, in 2017, sheet masks were one of the most searched skincare products in Japan. As a result, a well-known Japanese brand Flowfushi launched its first line of facial sheet masks. Based on the target area, the masks were of three types - around eyes, face line, and around lips. Such product launches and innovations are expected to drive the market in the next few years.
North America is expected to witness the fastest growth over the forecast period. Major global players are focusing on improving product penetration in the U.S. owing to the high demand for Korean beauty products in the country. The majority of the Korean products are made from natural ingredients like green tea, bee venom, bamboo sap, and herbs. This is expected to increase the demand for natural ingredients-based sheet masks such as bio-cellulose and hydrogel masks, which will propel market growth.
Besides, celebrity influencers are playing a major role in driving the skincare and makeup trends in North America, which will fuel the market growth in the next few years. Europe is expected to witness steady growth over the forecast period due to the presence of the major global players in this region. Improved product penetration is expected to increase the visibility of the product, which will create market demand.
The global market is highly fragmented and competitive with global players engaging in product innovation strategies. Major beauty brands are investing in research and development to introduce sheet masks with new ingredients. In addition to this, sheet masks for specific parts of the face such as eyes and nose are gaining visibility in the market. These factors are expected to improve product demand and positively influence market growth.
In August 2021, The Manish Malhotra Beauty brand launched its first line of sheet masks. The line comprises five ‘Manish Malhotra Luxury Sheet Masks’ launched on beauty retailer MyGlamm’s e-commerce site.
In December 2021, Kanebo Cosmetics Inc. launched a sheet mask named Smile Performer. The sheet mask is innovated with two lifters on either side of the lower half to pull the skin up as a replica of a smile.
In December 2021, LOOkX launched a new Radiant brightening sheet mask. The material of the sheet mask is said to be 100% biodegradable, eco-friendly, and 100% vegan.
Market size value in 2020
USD 0.30 billion
Revenue forecast in 2025
USD 0.45 billion
CAGR of 8.2% from 2019 to 2025
Base year for estimation
2015 - 2017
2019 - 2025
Revenue in USD million & CAGR from 2019 to 2025
Revenue forecast, company share, competitive landscape, growth factors and trends
Product type, region
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
U.S.; Germany; Russia; U.K.; South Korea; China; Japan
Key companies profiled
BioRepublic Skin Care; Kracie Holdings Ltd.; Luxaderme; Amorepacific Corporation.
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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 this study, Grand View Research has segmented the global sheet face mask market report based on product type and region:
Product Type Outlook (Revenue, USD Million, 2015 - 2025)
Regional Outlook (Revenue, USD Million, 2015 - 2025)
Central & South America
Middle East & Africa
b. The global sheet face mask market size was estimated at USD 0.28 billion in 2019 and is expected to reach USD 0.30 billion in 2020.
b. The global sheet face mask market is expected to grow at a compound annual growth rate of 7.3% from 2019 to 2025 to reach USD 0.45 billion by 2025.
b. The Asia Pacific dominated the sheet face mask market with a share of 37.0% in 2019. This is attributable to high product consumption in countries such as South Korea and China.
b. Some key players operating in the sheet face mask market include Sephora Inc., BioRepublic Skin Care, Kracie Holdings Ltd., Luxaderme, and Amorepacific Corporation.
b. Key factors that are driving the sheet face mask market growth include increasing awareness related to the benefits of sheet masks such as anti-aging and skin hydration.
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