This report looks at the following areas:
- The frequency of facial mask use by format
- Reasons for using facial masks
- Expected skincare benefits from different facial mask formats
- Key purchasing factors for face masks
- Consumer attitudes and behaviours towards facial masks
Thai facial mask users seek daily-use convenience, visible results and mood-boosting benefits. Brands should offer diverse, innovative and lifestyle-driven solutions.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report covers facial mask products including various textures, such as sheets, clay, gel and cream. Moreover, this includes toner pad products.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Facial masks have evolved from ancient rituals to high-tech skincare
- The offer of new and more frequent usage occasions will fuel the growth of the facial mask market
- Celebrities play a key role in influencing new facial mask usage scenarios
- Intense competition and fast-moving trends in Thailand’s facial mask market
- Graph 1: facial mask launches by format, 2020-26
- Consumers choose different facial mask formats for distinct purposes
- Graph 2: expected skincare benefits by facial mask format, 2025
- Consumer segments in focus
- Mintel’s Reports trace a clear shift in the facial mask market
- The outlook of the facial mask market in Thailand
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SUSTAINABLE FACE MASK OPTIONS FOR DAILY MORNING SKIN-PREP ROUTINES
- The demographic profile of Routine Experimenters
- Graph 3: share of Routine Experimenters vs others, by generation, 2025
- Now: position facial masks for morning skin prep
- Now: highlight the mask pad’s ability to quickly create a makeup-ready base
- Now: develop daily masks for teenage skin concerns
- Graph 4: facial skin issues, Routine Experimenters vs others, 2025
- Now: infuse anti-acne and -oiliness treatments into toner pads
- Now: offer multifunctional products to cater to price-conscious consumers
- Now: offer convenient packs to simplify skincare routines while travelling
- Next: shift away from unsustainable mask formats
- Graph 5: consumers who consider using fewer facial sheet masks because of their negative environmental impact, Routine Experimenters vs others, 2025
- Next: develop more sustainable choices for the daily mask users
- Graph 6: ethical and sustainable claims in facial masks, 2021-26
- Next: use biodegradable materials for a more eco-friendly choice
- Case study: Thai researchers develop a dissolvable face mask to eliminate the waste of traditional materials
- Next: introduce reusable sheet options to avoid single-use waste
- Next: innovate with non-single-use formats for pre-makeup masks
- Future: introduce ultra-personalised, tech-driven face masks
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SCIENCE-BACKED INGREDIENTS FOR INTENSIVE TREATMENT
- The demographic profile of Functionalists
- Face masks are perceived as intensive treatments
- Graph 7: reasons to have used facial mask products in the past three months, Functionalists vs others, 2025
- Now: design masks that protect skin from environmental aggressors
- Now: enhance perceived skincare benefits with textures and sheet materials
- Graph 8: agreement with statements about facial masks, Functionalists vs others, 2025
- Now: highlight the functions of each sheet material
- Now: enhance masking benefits through texture
- Next: elevate mask efficacy with science-backed ingredients
- Graph 9: features that consumers are willing to pay more for in skincare/haircare products, Functionalists vs others, 2025
- Next: shift the focus of active ingredients from rejuvenation to regeneration
- Next: innovate with an advanced ingredient delivery system
- Next: introduce a freshly made facial mask that keeps active ingredients potent
- Future: create a tech-driven, bio-responsive mask to combat daily stressors
- Case study: Shark CryoGlow LED Mask combines LED therapy with bio-responsive technology
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FACE MASKS AS A RITUAL FOR WELLNESS AND STRESS RELIEF
- The demographic profile of Skin Ritualists
- Beyond the basics, skincare can be an elevated sensory experience
- Graph 10: agreement with statements about facial skincare routines, Skin Ritualists vs others, 2025
- Now: indulge Skin Ritualists with transformative textures that enhance effectiveness
- Now: elevate the face mask experience with scent-sational aroma
- Now: elevate the senses and enhance efficacy with thermal masks
- Next: advocate for a facial mask ritual as a ‘me-time’ indulgence
- Next: design a mask product that brings the spa home
- Next: collaborate with professional spa services
- Future: position face masks as ‘neuro-sensory skincare’
- Future: integrate spiritual wellness into facial masks for self-indulgence
- Key takeaways
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APPENDIX
- Report definition
- Abbreviations
- Generations
- Consumer research methodology
- Repertoire analysis
- Social data research methodology
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