By enhancing benefits, creating diverse scenarios and optimising sensory experiences, brands can reshape the role of facial masks in skincare routines Daisy Tong, Senior Analyst, China Insights Market Definitions Included…
China
Facial Care
simple
China Facial Masks Market Report 2025
By enhancing benefits, creating diverse scenarios and optimising sensory experiences, brands can reshape the role of facial masks in skincare routines
Daisy Tong, Senior Analyst, China Insights
Market Definitions
Included in this Report:
Sheet masks, which typically refer to cloth or paper saturated with a high dosage of skincare ingredients for one-time use.
Diverse scenarios drive the refinement of category selection; the diverse potential of benefit + occasion is worth exploring
Graph 22: usage occasions, 2025
Facial masks extend from daily skincare to a part of post-surgery repair or professional care routines
Graph 23: usage habits, selected options, 2025
The pain points of using facial masks are concentrated on sensory aspects, and sensory optimisation is expected to increase emotional value
The pain points of facial masks are concentrated on the sensory aspects, with optimising user experience and materials becoming the key directions
Graph 24: pain points in usage among sheet mask users, 2025
The pain points of facial mask usage differ by age, with younger consumers particularly concerned about the usage experience
Graph 25: pain points in usage, by usage of sheet mask TGI, by age, 2025
Frequent users have higher demands for texture and comfort of use, while moderate and infrequent users are more concerned with effectiveness and convenience
Graph 26: pain points in usage, by usage frequency* of sheet masks, 2025
Sensory experiences and emotional connections leapt from added values to core drivers
Graph 27: usage habits, selected options, 2025
Create a ‘sensory + emotional’ value to enhance the perceived value
Issues and insights
Multidimensional synergy to create precise and high-efficiency product power
Integrate emerging technology and ingredients to create experiences with high perceived efficacy
Multi-category synergy integration enhances the presentation of product efficacy
Localised facial masks and refined usage scenarios accurately convey the products’ benefits and value
Explore native ingredients to precisely convey the efficacy and safety advantages
Target the cosmetic surgery scene and build a fully linked skincare package
Introduce facial masks using post-surgery care and establish a professional brand image
Roll out full-cycle skincare and establish facial mask as a core anchor point in the cosmetic treatment skincare
Clinical-grade effect gains prevalence in the category of facial masks; quasi-aesthetic medicine concepts elevate the perceived value per single use
Customisable skincare solutions accelerate the penetration of aesthetic medicine in at-home skincare
Create an immersive multi-sensory experience to inject emotional value into facial mask products
Harnessing the aroma of essential oils to release the soothing and healing power of facial masks
Integrate local culture, culinary memories and folk sentiments into facial mask design to enhance brand recognition
Incorporate facial masks as a part of self-care rituals
Create a consumption loop from self-care to social healing
Appendix – market size and forecast, research methodology and abbreviations
By enhancing benefits, creating diverse scenarios and optimising sensory experiences, brands can reshape the role of facial masks in skincare routines
Daisy Tong, Senior Analyst, China Insights
Market Definitions
Included in this Report:
Sheet masks, which typically refer to cloth or paper saturated with a high dosage of skincare ingredients for one-time use. Common sheet masks include non-woven cloth masks, silk masks, bio-cellulose masks, natural wood pulp masks and cotton masks.
Sleeping masks, which typically refer to a gel/cream-based product that is applied before sleep and left on overnight.
Rinse-off masks, which usually mean mud, cream, mousse or gel-based products that can be applied on the face and need to be washed off after 10-30 minutes.
Peel-off masks, which 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/essence/facial oil and sheet masks.
Freshly made masks usually involve users mixing the sheet and serum and soaking for a certain period before usage.
Excluded:
Market size in this Report does not cover sales in the customer-to-customer (C2C) market or involving direct-selling brands (eg WeChat business or Taobao).
The market size in this Report does not include medical dressings.
Market size is based on sales through all retail channels including direct to consumers but excludes C2C channels (eg WeChat business and Taobao).
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