Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

China Facial Masks Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Facial Masks market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

Facial masks included in this Report:
  • Sheet masks usually mean cloth or paper saturated in a high dosage of skincare ingredients for one-time use. Common sheet masks include non-woven cloth masks, silk masks, biocellulose masks, natural wood pulp masks and cotton masks.
  • Sleeping masks usually mean a gel/cream-based product that can be applied before sleep and left on skincare overnight.
  • Rinse-off masks usually mean mud, cream, mousse or gelbased products that can be applied on the face and need to be washed off after 10-30 minutes.
  • Peel-off masks usually mean mud, cream, or gel-based products that can be applied on the face and then shaped into a layer of mask after a few minutes.
  • Multi-steps masks usually have two or three steps of facial skincare, including cleanser/scrub and sheet mask.
  • Excluded

    Market size in this Report does not cover sales that have occurred in the C2C market and direct-selling brands (eg WeChat business or Taobao).

    Subgroup Definitions (by Monthly Personal Income):

    • Low earner is defined with monthly personal income as RMB 4,999 or below
    • Middle earner is defined with monthly personal income as RMB 5,000-7,999
    • High earner is defined with monthly personal income as RMB 8,000 or above

    Expert analysis from a specialist in the field

    Written by Vicky Zhou, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

    Male consumers will be a new growth point for the facial mask market. Brands encouraging usage frequency is the main driver of market growth. The future market is about product innovation and ingredient education, while paying attention to the causation of skin problems such as air pollution. Vicky Zhou
    Beauty & Personal Care Analyst

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Facial masks included in this Report:
          • Excluded
            • Subgroup Definitions (by Monthly Personal Income):
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case forecast of total value sales of facial mask market, China, 2012-22
                • Companies and brands
                  • Figure 2: Market share of top five facial mask brands, China, 2016-17
                • The consumer
                  • Multi-steps masks in morning time
                    • Figure 3: Product usage at different time period, female, 2018 vs 2017
                  • Cleaning and anti-aging functions are on rise
                    • Figure 4: Function of masks used in the last six months in tier one cities, female, 2018 vs 2017
                  • Local brands win in usage frequency
                    • Figure 5: Most often used facial mask brand in the last six months, January 2018
                  • Consumers are more satisfied with skin feelings
                    • Figure 6: Satisfaction aspects of facial mask used most often, January 2018
                  • Males care about ingredients as much as females do
                    • Figure 7: Ingredients heard of and purchased, by gender, January 2018
                  • What we think
                  • Issues and Insights

                    • Encourage diverse usage occasions
                      • The facts
                        • The implications
                          • Figure 8: Mask Family scene marketing
                        • Opportunity for anti-pollution claim
                          • The facts
                            • The implications
                              • Figure 9: The Body Shop Airpocalypse posters, UK, 2017
                            • Male consumers should be paid more attention to
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Fast-growing market
                                    • More competitions and innovations will appear
                                    • Market Size and Forecast

                                      • A winning segment in facial skincare category
                                        • Figure 10: Best- and worst-case forecast of total value sales of facial mask market, China, 2012-22
                                      • Slowing down in the next five years
                                      • Market Factors

                                        • Men get more involved
                                          • Figure 11: Unifon premium sheet masks for men, China, 2018
                                        • Increasing usage occasions
                                          • Pricing structure tends to be stable
                                            • Figure 12: New facial mask launches, by price tier, China, 2016-17
                                          • Cross-border brands intensify competition
                                          • Key Players – What You Need to Know

                                            • Threats from niche brands
                                              • Provide unique service for consumers
                                              • Market Share

                                                • Fierce competition continues
                                                  • Figure 13: Market share of top five facial mask brands, China, 2016-17
                                                • One Leaf
                                                  • Unifon
                                                    • MG
                                                      • Figure 14: MG thin and transparent facial masks
                                                      • Figure 15: MG separated mask and essence facial masks
                                                    • Mask Family
                                                      • Figure 16: Mask Family LANYU customisation lace facial mask, China, 2017
                                                    • Mediheal
                                                    • Competitive Strategies

                                                      • Cross-category challenge
                                                        • Figure 17: Yoseido Birch Tree Sap Hydration Facial Mask
                                                      • Personalised product
                                                        • Figure 18: IOPE 3D-printed facial mask, 2017
                                                        • Figure 19: Glamglow multimasking mask treatment set
                                                      • Put strong evidence to prove product performance
                                                      • Who’s Innovating?

                                                          • Figure 20: Top claims in new facial mask launches, China, 2015-17
                                                          • Figure 21: New format for anti-aging and cleaning facial masks, US and South Korea, 2017
                                                        • Encourage usage by different occasions
                                                          • Figure 22: Unitouch masks, by usage occasion, China, 2017
                                                          • Figure 23: Morning masks and evening masks set, China, 2017
                                                          • Figure 24: New timeline-based facial mask launches, South Korea, 2017
                                                        • Oil ingredient in facial mask
                                                          • Figure 25: New facial mask launches with essential oil, China, 2017
                                                        • Facial masks for men
                                                          • Figure 26: New men’s facial mask launches, China, 2017
                                                        • Anti-pollution claim
                                                          • Figure 27: New facial masks with anti-pollution claim launches, China, 2017
                                                        • Bacteria good for skin
                                                          • Figure 28: New probiotic mask launches, US and Japan, 2017-18
                                                        • Add more fun
                                                          • Figure 29: New entertained facial mask launches, China and South Korea, 2017
                                                        • Technology innovation
                                                          • Figure 30: High-tech for facial mask, China, 2017
                                                      • The Consumer – What You Need to Know

                                                        • Potential in multi-steps masks
                                                          • Males and younger females prefer cleaning function
                                                            • Local brands are more often used
                                                              • Skin feeling is the key driver
                                                                • Men are also eager for ingredient information
                                                                • Product Usage

                                                                  • Multi-steps masks have increased penetration from 2017
                                                                    • Figure 31: Penetration of facial masks used in the last six months, female, by type, 2018 vs 2017
                                                                  • Consumers don’t bother to use multi-steps in the rushed morning
                                                                    • Figure 32: Product usage at different time period in the last six months, female, 2018 vs 2017
                                                                    • Figure 33: Before make-up facial masks, China
                                                                    • Figure 34: Detox facial mask, US, 2018
                                                                  • Especially high earners
                                                                    • Figure 35: Product usage at different time period in the last six months, female, high and low earners, 2018 vs 2017
                                                                  • Facial mask is a lifelong consumption
                                                                    • Figure 36: Gap of penetration of facial masks used in the last six months, female, by age, 2018 vs 2017
                                                                  • Potential in men
                                                                    • Figure 37: Product usage at different time period in the last six months, male, by type, January 2018
                                                                    • Figure 38: Too Cool for School Vending Machine
                                                                • Function of Masks Used

                                                                  • Increasing usage in cleaning function
                                                                    • Figure 39: Function of masks used in the last six months, tier one cities, female, 2018 vs 2017
                                                                  • Anti-aging is still appealing to females aged over 30…
                                                                    • Figure 40: Function of masks used in the last six months, female, by age, January 2018
                                                                  • …and also appeal to high earners
                                                                    • Men want to look cleaner
                                                                      • Figure 41: Function of masks used in the last six months, by gender, January 2018
                                                                  • Most Often Used Brand

                                                                    • Local brands are more welcomed…
                                                                      • Figure 42: Most often used facial mask brand in the last six months, January 2018
                                                                    • …while females are more willing to try overseas brands
                                                                      • Figure 43: Most often used facial mask brand in the last 6 months, by gender, January 2018
                                                                    • High earners are also interested in overseas brands
                                                                      • Figure 44: Most often used facial mask brand in the last 6 months, female, by monthly personal income, January 2018
                                                                    • Morita Roberta is popular in younger consumers, while Pechoin is reversed
                                                                      • Figure 45: Most often used facial mask brand in the last six months, female, by age, January 2018
                                                                  • Key Satisfaction Drivers

                                                                    • Skin feeling impresses consumers most
                                                                      • Figure 46: Satisfaction aspects of facial mask used most often, January 2018
                                                                    • Consumers are more satisfied with Korean brands
                                                                      • Figure 47: Brand satisfaction, January 2018
                                                                    • Mediheal
                                                                      • Figure 48: Key drivers of overall satisfaction with Mediheal, January 2018
                                                                    • Innisfree
                                                                      • Figure 49: Key drivers of overall satisfaction with Innisfree, January 2018
                                                                      • Figure 50: Innisfree focusing on essence update, China
                                                                    • Unifon
                                                                      • Figure 51: Key drivers of overall satisfaction with Unifon, January 2018
                                                                      • Figure 52: Unifon absorbability education
                                                                    • One Leaf
                                                                      • Figure 53: Key drivers of overall satisfaction with One Leaf, January 2018
                                                                  • Ingredient Awareness and Purchase Behaviour

                                                                    • Men are not lacking in ingredient awareness
                                                                      • Figure 54: Ingredients heard of and purchased, by gender, January 2018
                                                                    • Men are more likely to make purchase decisions
                                                                      • Figure 55: Conversion rate* of ingredients, by gender, January 2018
                                                                    • Hyaluronic Acid and Centella Asiatica appeal to younger females
                                                                      • Figure 56: Conversion rate of ingredients, female, by age, January 2018
                                                                    • Males aged 30-39 care more about ingredients
                                                                      • Figure 57: Conversion rate* of ingredients, male, by age, January 2018
                                                                    • High earners have higher awareness and purchase rate
                                                                      • Figure 58: Average types of ingredients heard of and purchased, by gender and monthly personal income, January 2018
                                                                  • Meet the Mintropolitans

                                                                    • Mintropolitans have less growth usage for facial masks
                                                                      • Figure 59: Change gap of product usage at different time period, by consumer classification, 2018 vs 2017
                                                                    • Mintropolitans expect masks to battle against aging
                                                                      • Figure 60: Function of masks used in the last six months, by consumer classification, January 2018
                                                                    • Having more knowledge of niche ingredients, but Mintropolitans tend to buy masks with well-known ingredients
                                                                      • Figure 61: Ingredients heard of, by consumer classification, January 2018
                                                                      • Figure 62: Ingredients purchased, by consumer classification, January 2018
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 63: Total value sales of facial mask market, China 2012-22
                                                                  • Appendix – Methodology and Abbreviations

                                                                    • Methodology
                                                                      • Fan chart forecast
                                                                        • Abbreviations