This report looks at the following areas:
- Overview of the Chinese facial mask market
- The competitive market landscape and analysis of leading market players
- Product usage and changes in 2024
- Different formats of masks and associations with skincare benefits
- Specific skincare routine with facial masks
- Usage occasions and purchase factors of facial masks
- Willingness to try out different formats and textures of facial masks
To address waning consumer interest in purchasing facial masks, brands can leverage the synergy between facial masks and other products in skincare routines while incorporating the concept of 'emotional skincare' to stimulate consumption.
Tina He, Analyst, China Insights
Market Definitions
Included in this Report:
- Sheet masks, which 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, bio-cellulose masks, natural wood pulp masks and cotton masks.
- Sleeping masks, which usually mean a gel/cream-based product that can be 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 together and soaking for a certain period before usage.
Excluded:
- Market size in this Report do not cover sales that have occurred in the C2C market and direct-selling brands (eg WeChat business or Taobao).
- Medical dressings with repairing effect are excluded from market size in this Report.
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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Executive summary
- Key issues covered in this Report
- Definitions
- What you need to know
- The market
- Market size and forecast: weakened consumer spending sentiment leads to continuous decline in the market size
- Market factors: demand for facial masks weakens, while market regulations tightens
- Companies and brands
- Market share: market concentration remains low, with brands actively utilising both online and offline channels to achieve growth
- Marketing activities: focus on communicating usage occasions and emotional value, while increasing the influence of offline channels
- New product trends: anti-ageing and for sensitive skin claims see significant growth in new launches
- Graph 1: Top claims in facial mask launches, 2019-2023
- Product examples: more instant sensitivity relief, and anti-ageing function supported by patents
- The consumer
- Sheet masks continue to hold the leading position
- Graph 2: product usage, 2024
- Sheet masks offer the most diverse benefits, while other product types have their own unique strengths
- Graph 3: format preference for different functions, 2024
- Most skincare steps are not omitted when using facial masks
- Graph 4: skincare routine with facial masks, 2024
- Graph 5: skincare routine with facial masks – actual usage*, 2024
- Benefits and ingredients are the most important purchase factors, while technology is gaining more attention
- Graph 6: purchase factors, 2024
- Graph 7: purchase factors, 2021 vs 2024
- Despite the common use of masks before bed and after sun exposure, exploring the emotional value of masks remains worthwhile
- Graph 8: usage occasions and potentials of facial masks, 2024
- Consumers are most interested in the format and texture combination of sheet masks paired with serums
- Graph 9: preferred formats and textures, 2024
- Consumers trust the synergy between using facial masks and other skincare steps
- Issues and insights
- What we think
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The market
- Market size and forecast
- Weakened consumer spending sentiment leads to continuous decline in the market size of facial masks
- Market factors
- Beauty consumers remain cautious
- Graph 10: sectors where consumers have spent more money than in the previous month – beauty products, 2022-24
- Online channels hold a large share but volume sales continue to decline, with Douyin outperforming Tmall…
- …saturated demands from stockpiling might have caused a decline in volume sales
- Strict regulations on facial masks continue
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Companies and brands
- Market share
- Market share: L’Oréal dominates, while domestic brands gain market share
- Market concentration increases in 2023 but remains low
- L’Oréal SA stands out
- Erno Laszlo, OSM and Fan Beauty Diary shine through Douyin
- Mask Family and Dr. Alva actively expand offline channels in addition to Douyin
- Bloomage has hit a growth stall, while Voolga transitions to functional skincare
- Marketing activities
- Scenario-based short videos vividly demonstrate usage occasions of facial masks
- Explore the emotional value of facial masks through healing journeys
- Leverage the potential of offline channels through enhanced store presence and marketing efforts that incorporate social buzz
- New product trends
- Anti-ageing and for sensitive skin claims saw significant growth
- Graph 11: Top claims in facial mask launches, 2019-2023
- Moisturising, repairing and soothing are still mainstream benefits, while anti-ageing becomes the new favourite
- Soothing sensitivity works faster, with special attention to sensitive combination skin
- Anti-ageing benefits supported by patented ingredients or technologies
- Sheet mask rebounded in 2023 but not high as the peak
- Graph 12: predominant formats and textures in facial mask launches, 2019-2023
- Sheet mask formats often combine with essence/serum; oil and water pairings are also on the rise
- Graph 13: predominant formats and textures in sheet mask launches, 2019-2023
- The oil-water hybrid skincare approach furthers the trend of oil-based skincare
- Newcomers have emerged in the freshly made facial mask category, launching products that focus on pore-refining and brightening
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The consumer
- Skin types and issues
- About 40% of respondents believe they have sensitive skin, a proportion similar to last year
- Graph 14: skin type and sensitivity, 2023 vs 2024
- Dry skin, dull complexion and enlarged pores are the most prominent skin issues
- Graph 15: skin issues, 2023 vs 2024
- Women are more likely to perceive their skin as sensitive, while more men consider their skin to be oily
- Graph 16: skin types, dry/oily/neutral/combination, by gender, 2024
- Graph 17: skin sensitivity, by gender, 2024
- Consumers aged 25-39 are particularly troubled by various skin issues
- Graph 18: skin issues, by age, 2024
- Consumers with sensitive skin are more likely to experience various skin issues, especially those with sensitive combination skin
- Graph 19: skin issues, by skin sensitivity, 2024
- Graph 20: skin issues, by sensitive skin type, 2024
- Product Usage
- Sheet masks lead in popularity
- Graph 21: product usage, 2021 vs 2024
- Graph 22: product usage, 2024
- The best-selling brands among different types of facial masks vary, reflecting differentiated product strategies
- Women are active users of facial masks, whereas men prefer rinse-off masks
- Graph 23: product usage, by gender, 2024
- Consumers with sensitive skin favour facial masks, especially those with sensitive combination and sensitive dry skin
- Graph 24: select product usage, by skin type, 2024
- Graph 25: product usage, by skin sensitivity, 2024
- Different types of facial masks cater to various usage occasions
- Graph 26: product usage, by usage occasion of facial masks, 2024
- Format preference for different functions
- Sheet masks deliver the most well-rounded benefits
- Graph 27: format preference for different functions, 2024
- Women’s expectations for facial mask benefits are more aligned with the mainstream, while men’s perceptions of these benefits vary
- Graph 28: preference for sheet masks when seeking selected benefits, by gender, 2024
- Graph 29: preference for rinse-off masks when seeking hydrating and whitening benefits, by gender, 2024
- Consumers aged 18-39 use rinse-off masks for cleansing, whereas those aged 25-29 use sleeping masks for anti-ageing benefits
- Graph 30: preference for sleeping masks when seeking anti-ageing benefits, by age, 2024
- Graph 31: preference for rinse-off masks when seeking cleansing benefits, by age, 2024
- Consumers aged 25-29 expect freshly made masks to brighten their skin, while those aged 50-59 look to them for repairing and refining pores
- Graph 32: preference for freshly made masks in terms of pore refining and repairing skin, by age, 2024
- Graph 33: preference for freshly made masks in terms of brightening benefits, by age, 2024
- Skincare routine with facial masks
- Most skincare steps are not omitted when using facial masks
- Graph 34: skincare routine with facial masks, 2024
- Graph 35: skincare routine with facial masks – actual usage*, 2024
- Purchasing factors
- Benefits and ingredients are the core purchase factors, with technology’s importance significantly increased compared to 2021
- Graph 36: purchase factors, 2021 vs 2024
- Graph 37: purchase factors, 2024
- Product reviews play a crucial role in expanding the customer base
- Women focus more on product reviews and formats, while men show greater interest in skin sensation and technology
- Graph 38: purchase factors, by gender, 2024
- The factors considered by high-income groups are more comprehensive
- Graph 39: purchase factors, by monthly personal income, 2024
- Usage occasions and potentials of facial masks
- Before bed and after sun exposure are common usage occasions, and the inclusion of emotional value could unlock more
- Graph 40: usage occasions and potentials of facial masks, 2024
- Consumers aged 18-29 tend to use facial masks when feeling down, while those aged 25-39 prefer them after late nights or before important occasions
- Graph 41: usage occasions and potentials of facial masks, by age – ‘yes’, 2024
- Consumers with sensitive combination skin often seek repair after sun exposure, while those with sensitive dry skin prefer using masks after prolonged screen time
- Graph 42: usage occasions and potentials of facial masks, by skin type – ‘yes’, 2024
- Men are more interested in using facial masks after sun exposure and staying up late
- Graph 43: usage occasions and potentials of facial masks, by gender – ‘no, but are willing to use in the future’, 2024
- Preferred formats and textures
- The most popular product format consumers want to try is sheet masks paired with facial serum/essence/concentrate
- Graph 44: preferred formats and textures, 2024
- Men’s interest in trying is comparable to that of women, while consumers aged 25-39 are more inclined to explore
- Graph 45: preferred formats and textures, by age, 2024
- Consumers with sensitive skin show a greater interest in freeze-dried masks
- Graph 46: preferred formats and textures, by skin sensitivity, 2024
- Behaviors and attitudes towards facial masks
- Compared to a year ago, the majority of consumers have increased their usage of facial masks
- Graph 47: usage frequency change of facial masks – ‘compared to a year ago, I increased my usage frequency of facial masks’, by age and monthly personal income, 2024
- Consumers, especially those with higher incomes and sensitive skin, continue to explore different types of facial masks
- Graph 48: product type change of facial masks used – ‘I have tried more types of facial masks in the last year’, by monthly personal income and skin sensitivity, 2024
- The benefits of facial masks are still widely acknowledged
- Consumers with higher incomes and those with sensitive skin tend to believe that daily use of facial masks will benefit their skin
- Graph 49: attitudes towards facial masks – ‘using facial masks everyday would make skin better’, by monthly personal income and skin sensitivity, 2024
- Consumers trust the synergy between using facial masks and other skincare steps
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Issues and insights
- Leverage the ’emotional skincare’ trend to enhance the emotional value of facial masks
- Stress relief/mood-boosting as a facial mask usage occasion merits exploration
- Brands should get ahead of the game with ingredients and technologies related to ’emotional skincare’
- Establish functional connections between facial masks and other skincare steps
- Elevate the role of facial masks in skincare routines by promoting the combined benefits
- Multi-step masks can attract potential consumers by emphasising their efficacy-enhancing features
- Capitalise on men’s misconceptions about facial masks to create business opportunities
- Promote rinse-off masks to male consumers, emphasising hydrating and whitening benefits
- Leveraging KOLs for promotion is more cost-effective than targeted R&D efforts
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
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