The United States Face Mask market was valued at USD 280.760 million in 2020, and it is projected to register a CAGR of 10.05% during the forecast period, 2021-2026.
During the COVID-19 pandemic, it was found that 22% of American women changed their skin and body care routine. Most of them wash or moisturize their face and body more often than pre-pandemic, with one-third expanding their routine to include more products. The majority of those using more products intend to stick with their new routine when things normalize. Thus, the demand for face mask has been increased during the COVID-19 time among beauty conscious consumers.
The availability of a wide variety of face masks in US retail stores, including sheet masks, wash-off masks, leave-in masks, blackhead-removal masks, peel-off face masks, collagen-infused sheet masks, gel-sheet masks, and bio-cellulose masks, are propelling the market’s growth. Furthermore, owing to the growing influence of the Asian skincare culture in the country, Korean face masks based on ingredients like rice, fermented yeast, and fruit and vegetable extracts have been gaining popularity among the American consumers in recent years.
Additionally, the popularity of social media as a medium of advertising and marketing for the face mask manufacturers in the region has fueled the trend of having “camera-ready” skin. This, in turn, has accelerated the demand for face masks, especially among young consumers.
Key Market Trends
Rising Consumer Spending on Skin and Facial Care Products
With the rising innovation and launch of newer personal care products in the market studied, there has been a notable rise in the spending of American consumers in the skincare and facial care segment of the market studied, which ultimately drives the demand for face masks and sheets across the country. Moreover, a skin-focused cosmetics retailer “SkinStore” suggested in its report that upcoming American generation is going to spend around USD 15,000 in their lifetime on skincare products. Thus, the notion among the consumers toward spending more towards skincare (including facial care) products will elevate the demand for face masks in the years to come. In context with face mask market, Koreans are among the biggest drivers of innovation in the beauty and skincare industry. Sheet masks were one of the biggest success stories of K-beauty. Thus, face sheet masks are recently changing the beauty industry and gaining popularity in the United States by seeing various celebrities utilizing and endorsing sheet masks infused in serums and containing active ingredients. Thus, perceived benefits of face masks and sheets, coupled with improved consumer spending for facial and skincare products, is driving the market studied.
Online Retail Channel holds the Largest Market
The main reason behind the rise in sales through e-commerce retailing is the level of convenience that it provides for consumers. Consumers can browse and shop for products 24X7. Additionally, they find it easy to choose their preferred brands and get wide varieties of personal care products including face masks as per their own needs and preferences. Thus, online or e-commerce stores are increasing their market shares across the region in terms of revenue, popularity, and wide product offerings of both local and international brands. This is fostered by the wake of the COVID-19 pandemic, where people prefer to stay home. Moreover, in March 2019, Amazon launched Belie, its first skincare line, globally, as it pushed further into private-label products. It aims to sell items, including face masks, moisturizers, eye creams, and spot treatments, at prices ranging from USD 9 to USD 40. Thus, it is expected to give stiff competition to the established players, such as Procter & Gamble’s Olay, Estee Lauder, and Clinique. The growth opportunity for the sales of beauty and personal care products, including skincare products, through online channels forced online vendors to improve purchase processes in terms of security and reliability, which propelled the demand for these skincare products.
The United States face mask market is highly competitive and fragmented, with a strong presence of regional and global players in the market, where demand is mostly driven by more adaptation toward face care routines and consumer awareness about brand know-hows. Some of the major players are L'Oréal SA, Unilever PLC, other prominent companies in the market studied are Mary Kay, Johnson & Johnson, the Procter & Gamble Co., The Estée Lauder Inc., Shisheido Company Limited, and Beiersdorf AG, among others. These companies are further leading to high competition in the market. Companies are innovating their products and advertising their advanced and niche categories, which can eliminate recurring problems faced by consumers due to pollution, aging, and lack of time for care.
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1.2 Scope of the Study
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5.1.1 Sheet Mask
5.1.2 Wash-Off Mask/Leave-in Mask
5.2 By Distribution Channel
5.2.1 Convenience Stores
5.2.3 Specialty Stores
5.2.4 Online Retail Stores
5.2.5 Other Distribution Channels
6.2 Most Adopted Strategies
6.3 Market Share Analysis
6.4 Company Profiles
6.4.1 LOreal SA
6.4.2 Image Skincare
6.4.3 Shiseido Company Limited
6.4.6 Johnson & Johnson Inc.
6.4.7 Natura & Co.
6.4.9 Procter & Gamble Co.
6.4.10 Mary Kay Inc.
A selection of companies mentioned in this report includes:
- LOreal SA
- Image Skincare
- Shiseido Company Limited
- Johnson & Johnson Inc.
- Natura & Co.
- Procter & Gamble Co.
- Mary Kay Inc.