New Tech, Wearables Bolster Beauty Device Category

Inspired by professional technologies like lasers and the first-ever wearable mask devices, new products help fuel consumer interest and the at-home beauty devices market, which globally increases by nearly 14% in 2014, according to Kline & Company’s recently released study Beauty Devices: Global Market Analysis and Opportunities.

According to Kline, the market continues to be remarkably dynamic, nearly doubling in size since first tracked globally in 2014.
While cleansing is the fastest growing skin care concern in Europe, China, and South Korea, anti-aging devices are adding vitality to the U.S. market.

In Asia, competition between local and foreign brands has likewise intensified. Multinational brands have actively entered the Chinese and South Korean markets, with several achieving significant growth in both countries, such as Refa (MTG), Clarisonic (L'Oreal), and Clinique (Estee Lauder). Meanwhile, local brands in each country have been in flux, with some becoming market leaders within a year's time and many brands disappearing from the leader board in 2014.

“With price points at two ends of the spectrum from under $30 to over $500, new companies jumping on the beauty devices bandwagon, and existing brands expanding their portfolio beyond cleansing and hair removal, this market has evolved into a very competitive place for manufacturers. With a wider range of prices and product choices, it has also become much more accessible to a larger consumer base,” noted Karen Doskow, Director at Kline's Consumer Products Practice.

Kline's Beauty Devices: Global Market Analysis and Opportunities has been running for four consecutive years and was the first to assess the market for power-operated skin care products for home use. The report covers at-home beauty devices sold to consumers through all channels of distribution and includes market size and growth statistics, key changes in distribution, the competitive landscape, important new launches, and product trends.