Spate Unveils the Fastest Growing Facial Mask Brands in the US

Facial masks have evolved beyond sheet masks and homemade concoctions. The latest innovations deliver a variety of benefits, from foaming bubble clay masks to those that dissolve in water within 60 seconds.

According to Spate, two of the fastest-growing brands in the facial mask category are Biodance and DRMTLGY.

Biodance

Per analysts, Biodance is growing quickly, with +6.7K% growth compared to last year and 8.0K average monthly searches. The most common search queries center around collagen, such as the Biodance Collagen Mask and Biodance Collagen Overnight Mask.

Notably, Biodance’s collagen mask went viral on TikTok, experiencing a +632.6% YoY growth, with Google search trends quickly following. This reflects not only increased curiosity, but also a surge in purchases. For brands, Spate recommends brands execute an effective TikTok strategy to sell products fast.

DRMTLGY

DRMTLGY is also showing rapid growth, with +858.9% growth compared to last year, and 2.8K average monthly searches. Two standout products are garnering the most attention per search data: the Pumpkin Enzyme Mask and the Brightening Eye Mask. Analysts surmise consumers are drawn to these finds due to the familiar ingredients, like the exfoliating yet hydrating pumpkin enzymes or the caffeine in the eye mask.

For newer brands or those using less common ingredients, edutainment can go a long way. For brands that feature popular ingredients, highlighting them in both packaging and social media can significantly boost sales, analysts say.

For brands looking to enter the market, these searches reveal that consumers are interested in masks that brighten skin, even out skin tone and enhance radiance. They’re also paying particular attention to reviews, so the key isn’t just in product education, but in providing visual proof of results.