According to Nielsen, last year’s facial treatment sector was dominated by the topic of Asian treatments, including the biggest trend of last season: masks. This segment, which held just over 5% in the facial cosmetics category in 2016, generated growth of almost 60% to break PLN 120 million in sales by the end of 2017.

Trends in masks

Trend 1

Thanks to application of natural ingredients and diversity of products such as cream, clay, peel-off, warm-oil, and sheet masks, facial masks have gained considerable popularity among millennials.

Trend 2

Pollution and intensive lifestyles have created a new facial mask segment “anti-pollution”.

Trend 3

Multipurpose masks offering simultaneous treatment of numerous problems, e.g. benefits in a single product such as moisturisation, anti-aging, or acne and eczema treatment.

Trend 4

The rising popularity of skin treatment products among men drives the global growth of the facial mask market. The growing numbers of commercial chains in developing countries and availability of numerous types of facial masks together with the evolution of e-commerce have made facial masks readily available. 

Trend 5

Sheet masks have gained popularity worldwide, because masks protect the skin from pollution, dirt, and grease. Masks are full of positive ingredients such as hyaluronic acid and vitamins. The sheets prevent the ingredients from evaporating and extend the time required to penetrate the skin. This is the reason for the quickly changing lifestyles. The market is being stimulated by pollution, product efficiency and safety, and the demand for ingredients preserving young and healthy skin. Furthermore, it is expected that the growing demand for cosmetics with natural ingredients such as aloe vera extracts and green tea will continue to drive the market in the near future.

A competitive environment

The global facial mask market is dispersed among numerous players. The key players are taking advantage of growth strategies, including fusions, takeovers, expansions, new product development, and partnerships to drive market growth. The industry already has some major players, including Procter & Gamble, Estée Lauder Inc, or L'Oreal Paris, but customers worldwide are seeking original and niche brands like the ones offered by Polish manufacturers, which is why we want to introduce everyone to Polish manufacturers.