In recent years, the facial sheet mask market has emerged as an important and thriving subsegment of the global skin care market. These masks are comprised of a dual structured substrate material that has a coating of lotion that when placed on the face offers deep penetration of the intended skin care benefit.

Depending on the applications, these products can prevent skin from aging or protect it from pollution or  other damages. A sheet mask can improve an uneven skin tone or deeply hydrate or cleanse by allowing ingredients to penetrate deep into the skin.

Originating from Asia, facial sheet masks have proliferated across the globe in recent years and the total market was valued at $268 million last year, according to Zion Market Research. Growth is expected to be strong in coming years, allowing the market reach $450 million by 2024. 

This growth is be mainly driven by growing demand for protection against clinical hazards, increasing demand for organic products and rising disposable income in emerging countries. The facial sheet mask market is growing towards the high value-added product in cosmetic and personal care uses, but products can be found across the retail spectrum, from dollar stores to department stores.

Growing concern about skin protection is also expected to boost the growth of the facial sheet mask market, however, government rules and regulations on the quality and the price of the products may hinder some of this growth.

According to Zion, the global facial sheet mask market can be segmented on the basis of the distribution channel, type, end-user, and price range. Facial sheet masks are available through two major distribution channels, the offline channel and online channel. Based on the estimation, the offline demand for face masks is higher than online channels. Facial sheet masks remained the biggest contributor to skin care growth, accounting for nearly 40% of total online sales of the segment last year. Depending on product type, the facial sheet mask market is classified into cotton, nonwoven, hydrogel, bio-cellulose, and other raw materials. The cotton fabric had the largest market share in 2017 due to its soothing properties, however nonwoven sheet face masks are cost effective and have the capacity to provide moisturizing benefits to the skin.

Hydrogel fabric sheet masks are the most expensive type of sheet masks as they are made of slicker material. The end-user segment includes; business to business and business to customers. In terms of value, the business to customers segment dominated the global sheet mask market in 2017 followed by the business to business segment. The price range segment includes premium and economic. Most leading brands are focusing on manufacturing sheet masks at premium pricing. Many companies are manufacturing sheet masks for the market at a lower price to target the younger generation between 15 and 30 years of age.

By region, the Asia-Pacific—where the product concept originated—was the most dominating region in terms of demand for facial sheet masks due to increasing skincare awareness among young generations. Developing countries in the Asia Pacific are projected to have the highest CAGR over the forecast period. In North America, the U.S. is the largest market which experienced stagnant growth for the sheet mask market. Europe accounted for 8.8% of CAGR over the coming period due to rising quality of life. The Middle East and Africa are anticipated to be the next growing market for sheet masks owing to the skincare precautions taken by consumers in the Middle East.

Speading their Wings
Thanks to their high rate of adoption across the personal care industry, many companies are investing heavily in research and development to introduce new face mask products to the market. As the population continues to age, related skin care concerns like blemishes, wrinkles, dry lines, pores, discoloration and sagging will be used to overcome these problems. Meanwhile in developing countries such as India, Brazil, China, Indonesia and Argentina, strength has come as consumers increase their spending power.

American skin care veteran Neutrogena unveiled its most personalized skin care product ever, the Neutrogena MaskiD, at the Consumer Electronics Showcase (CES) in Las Vegas in January. The Neutrogena MaskiD is a patent-pending, 3D-printed sheet mask powered by user data that delivers clinical efficacy.

Michael Southall, head of R&D Innovation, says the sheet mask will be made from renewable materials – skin care active ingredients, a hydrating hydrogel made from locust beans and red seaweed, and a nonwoven support for fit and comfort.

“Facial sheet masks are a familiar and enjoyable experience for consumers. Masks are hugely popular around the world,” Southall says. “Sheet masks were an obvious choice for our first foray into data-driven, personalized skin care products as they are an effective vehicle for skin care ingredients by creating a physical barrier to lock in nourishing ingredients and saturates the skin to help the ingredients work with the skin.”

Personalization with the Neutrogena MaskiD happens in three ways – first with the shape of the mask itself. Using a smartphone 3D camera, the user simply snaps a selfie to create a precise, multi-dimensional map of their face and the exact measurements and shape of their nose, space between the eyes, lips, and other unique physical characteristics.

Next, personalized data from the Neutrogena Skin 360 system creates the virtual equivalent of a knowledgeable dermatologist and analyzes the skin’s needs, making a recommendation for what ingredients will be most beneficial and where. Finally, using a proprietary 3D printing process, high-efficacy ingredients are printed onto the custom-fit hydrogel mask on the exact zones of the mask where they will deliver the greatest benefit for that individual.

Another recent launch in the category comes from celebrity facialist and skin care expert Joanna Vargas, who introduced her first assorted mask set that contains five of her concentrated specialty sheet mask treatments.

The Eden Instant Lift Mask is an advanced hydration treatment mask that diminishes the appearance of wrinkles and promotes the youthful vitality of the skin. The Forever Glow Anti-Aging Face Mask is a hydrating face mask that helps firm and smooth skin to instantly diminish the appearance of fine lines and wrinkles. The Dawn Face Mask is a Mandelic Acid treatment mask that delicately exfoliates skin to leave it soft, smooth, even and refreshed, and the Twilight Face Mask is a deep conditioning mask that delivers Epidermal Growth Factor to promote optimal vibrance and skin resilience. Finally, the Bright Eye Hydrating Mask is a concentrated specialty treatment mask that detoxifies and tones the delicate area around the eyes.

“I created this set to give a mask solution for any skin care concern,” Vargas says. “Each packet in this go-to set contains extra serum; use it on your décolleté, arms, legs, or anywhere you can use an extra boost of hydration.”

Natural products company Yes To is also expanding in the sheet mask space. The brand recently launched new products under its Yes To Tomatoes Detoxifying Charcoal line. Yes To’s Tomatoes Yin & Yang Detoxifying & Hydrating Black & White Charcoal Paper Mask is formulated for the ultimate detox to draw out pore-clogging dirt, oil and impurities, while hydrating dry and sensitive skin and enhancing moisture. The other masks target specific zones of the face. The Yes To Tomatoes Detoxifying Charcoal Acne Fighting T-Zone Mask and Detoxifying Charcoal Acne Fighting Chin Mask offer targeted acne treatments infused with charcoal, salicylic acid and tomatoes. The masks help treat pimples and blackheads on the most acne-prone areas of the face.

In honor of World Sleep Day and National Sleep Awareness Month in March, Exuviance created a two step regiment for sleep featuring its Micro-Filler Regimen. The regimen involves  innovative Micro-Cone Patches that deliver 100% pure Hyaluronic Acid, targeting lines and wrinkles overnight, while the Age Reverse Total Correct + Sculpt Serum works to diminish the look of fine lines and dark spots to create a firmer, more sculpted look. Inspired by a medical spa treatment, the regimen offers an advanced non-invasive option to target expression lines so users can take charge of tough to fix wrinkles.

Also new is the Ultrajet Peeling Solution Mask from Dr. Jart’s Dermak Ultrajet. This two-step sheet mask is formulated with a rich bubbling formula, composed of carbonic acid powder infused with carbon dioxide, to help deeply penetrate and clear out pores. It also uses a blend of sugar scrub and fruit acids, including papaya enzymes help to gently resurface skin and even out the complexion, leaving it soft and balanced. This anti-aging and hydrating mask contains Hyaluronic Acid to help bind moisture and plump skin, Red Maple Tree Bark Extract to visibly reduce the appearance of fine lines and Salicornia, a desert plant from the Mediterranean and Atlantic coasts, to revive and boost hydration to thirsty skin.

Also looking to repair skin are Miss de Gaspé’s water-free sheet masks. This collection repairs, treats and restores skin with a revolutionary biomimetic micro-vectorized ingredient system, a 100% dry to the touch waterless technology and a high concentration of active and natural ingredients. These $32 masks are available in several variations—Brighten & Beam, Purity & Purge and are reusable up to three times.