TAGS: Sustainability / Natural Cosmetics Skin Care
According to Grand View Research, the global hydrogel face mask market size was valued at USD 105.3 million in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 10.8% from 2023 to 2030.
In recent years, the demand for premium hydrogel face masks has gained immense popularity among consumers across the globe. The rising awareness for skin care and increased expenditure on beauty care products will propel the market growth during the forecast period.
Factors Driving the Market
The hydrogel face mask category was impacted negatively during the pandemic. One of the leading market players such as Johnson & Johnson, TULA Skincare, Unilever, and 111SKIN were impacted during the pandemic. However, market players were focused on product innovation and new product launches to gain a competitive edge in the market. The demand increased post-pandemic as the market had high growth prospects owing to the increasing demand for organic and natural hydrogel masks. The organic gel can hold 99% of liquid, which helps boost skin texture and appearance. These factors bode well for the overall market growth in the coming years.
In the U.S., the application of these products has increased immensely owing to factors such as the growing need for skin care products. This is bound to continue as changing climatic conditions and increasing demand for organic and natural hydrogel masks are likely to pave way for significant growth. The demand for these products and sheets is ultimately driven by the increased innovation and introduction of innovative personal care products in the U.S., which has resulted in a noticeable increase in consumer expenditure in the skin care and facial care segments of the industry.
Further, the premiumization of the product in terms of efficiency and environmental friendliness is anticipated to remain a key factor favoring the market growth in the coming years. The choice of active ingredients and materials employed to manufacture these products as well as the packaging is expected to be significantly influenced by sustainability and environmental footprint awareness. Recently, Seoul Mamas, a U.S.-based private-label k-beauty products company partnered with Oscar Mayer to produce hydrogel sheet masks that promote skin elasticity, improve hydration, and have anti-inflammatory benefits.
Market players continue to launch new products catering to the growing demand for these products among beauty-conscious consumers. For instance, the U.S.-based beauty brand Loops launched a debut line of Korean-made masks. The 7-sku range is blended with keskin-benefitting ingredients, such as baobab oil, cactus extract, and rice extract, and is designed to be used for specific skin needs, owing to which the demand has gained rapid momentum. The products are compostable and housed in sustainable materials.
Leading market players remain focused on product innovation and new product launches to gain a competitive edge in the market. For instance, Johnson & Johnson launched 3D printed Neutrogena MaskiD hydrogel face mask in which bioprinting technology is used. In addition, growing demand through online distribution channels is expected to drive the market demand over the forecasted period. Numerous celebrities are using and promoting these products, which are enriched with active ingredients, as a result, the demand for the product is evolving and growing.
Related read: Cosmetic Face Masks and Formulation
Product Insights
Mass products accounted for a share of 84.6% of global revenue in 2022. The growth of the segment is characterized by growing interest among women in skincare and overall grooming. Millennials and younger consumers are the major users of these products owing to the growing interest in seeking high-quality and innovative products.
Further, the growing availability of several variants such as organic and natural products is driving the consumption of mass products. Further, these mass products are expected to witness high growth opportunities in forthcoming years owing to the growing integration of the product as an essential element for personal care routines including their affordability, cost-effectiveness, and ease of availability.
Premium products are anticipated to grow at a CAGR of 12.4% over the forecast period. The growth of the segment is characterized by an increase in demand and consumption of premium products that are priced higher owing to growing consumer willingness to spend on luxury facial care products.
These products are in high demand as they are to be effective in improving skin hydration, skin radiance, and luminosity, and in encouraging an even skin tone, and reducing skin pigmentation. Market players such as CurrentBody are offering high-quality products that are designed to let the photons of LED through the mask into the skin, to firm, nourish, and hydrate the skin.
Application Insights
Skin brightening accounted for a 35.0% share of the global revenue in 2022. The growth of the segment is characterized by market players innovating products containing resveratrol and niacinamide as principal ingredients that protect and brighten the face while supporting even skin tone.
Such instances remain, key drivers of product adoption, as market players continue to engage social media influencers, and celebrities to promote these products. In addition, masks containing vitamin C also continue to gain prominence as they help with skin-lightening properties. Market players including Ebanel, and Patchology offer products that cater to lighten and brighten the face.
Anti-acne is anticipated to grow at a CAGR of 11.8% over the forecast period. The growth of the segment is characterized by an increase in demand for products that have anti-inflammatory properties and help with acne problems.
In the U.S., acne is the most common skin condition, affecting roughly 40 to 50 million individuals annually. The condition is described as a chronic inflammatory skin condition in several different forms as a result. Hence, the demand for face masks that offer these benefits to the skin and help with acne reduction is rapidly increasing.
Skin Type Insights
In 2022, dry skin hydrogel face masks accounted for a 35.1% share of the hydrogel face mask market. Nowadays, problems related to dry skin are on the rapid rise. Hence, the demand for face masks catering to dry skin problems is gaining prominence. Brands such as GlobalMed Technologies (Omnilux), and Neutrogena offer these hydrating face masks with hyaluronic acid, which instantly quenches dry skin and contours to skin for optimal absorption, leaving it supple and hydrated. Market players’ diverse offering in these product categories continues to drive the mass adoption of the product, which bodes positively for segment growth.
Hydrogel face mask for oily skin is anticipated to grow at a CAGR of 10.9% over the forecast period. The growth of the segment is characterized by an increase in demand for products for oily and mixed skin types. Oily skin is more prone to acne. In response, market players offer face masks designed for oily skin. Further, innovative hydrogel technology used in face masks contains 50% more skin-perfecting ingredients than ordinary sheet or paper masks that help in reducing and limiting oil formation on the skin. Products that instantly refresh and soothe skin, are designed to leave a soft, purified, and glowing complexion, which continues to gain popularity.
Type Insights
The synthetic polymers-based type segment accounted for 76.3% share of global revenue in 2022. Hydrogel face masks containing synthetic polymers continue to dominate the market, owing to the growing availability of these products in comparison to natural ones. Hydrogel formulations from semi or synthetic polymeric materials have gained great attention in recent years for treating various dermatology maladies and for cosmetology procedures. Their importance has increased significantly as they also play an important role in dermatology, supporting the fight against various skin disorders.
Natural/bio-cellulose based is anticipated to grow at a CAGR of 11.5% over the forecast period. The growth of the segment is characterized by increasing preferences for new products containing natural bio-based monomeric materials for the development of biocompatible, biodegradable, and non-toxic products for skin wellness. Products containing baobab oil, cactus extract, and rice extract are trendy among consumers as they are safer than synthetic face masks. Further, growing consumer willingness to pay a premium price for natural face masks continues to drive the segment’s growth.
Distribution Channel Insights
Specialty stores accounted for a larger share of 27.2% in 2022. An increasing number of prominent stores such as Sephora, and Ulta Beauty Inc., among others, offer these products in different types, sizes, and other formats, which propels the growth of the segment. A prominent beauty retailer, Fifty Shades of Snail offers hydrogel masks that are made of essence thickened into a gel. These products are offered at a premium price, and consumers are willing to pay a higher price for good, firmer, even-looking skin., which further boosts the market growth.
Online channel is anticipated to grow at the highest CAGR of 13.9% over the forecast period. In recent years, the segment has witnessed immense adoption via the online channel as consumers remain eager to purchase products of prominent international brands that are available online. The segment’s growth was positively impacted due to the temporary closures of offline stores during the COVID-19 pandemic. Several offline retailers faced temporary closure issues owing to which the sales from online channels witnessed growth. Such instances are likely to bode well for market growth.
Regional Insights
Asia Pacific made the largest contribution to the market in 2022. The skincare and grooming industry experienced rapid development, structural adjustment, and industrial upgrading in major economies in China, South Korea, Japan, and India in recent years. The usage and demand for hydrogel masks have almost doubled in the region in recent years on the back of the increasing literacy rate, and spending capacity on premium skin care products. Product manufacturers in South Korea, China, and Japan are focusing on bringing innovation in products and marketing strategies in the skincare industry and continue to widen their consumer base in the region.
North America is anticipated to grow with a CAGR of 10.8% over the forecast period. The regional market is driven by rising consciousness among consumers regarding personal appearance and wellness. The growth of the hydrogel face mask market is also supported by the increasing desire to make a good first impression at work or social gatherings and to be confident in their appearances. The presence of various established manufacturers such as Unilever and Johnson & Johnson, coupled with growing infrastructure facilities for retailers, is anticipated to drive regional growth.
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Source: Grand View Research
