Facial Masks - China - April 2019
Overview
 
What you need to know
The facial mask market saw high growth in 2018 and Mintel forecasts the market to grow at a value CAGR (Compound Annual Growth Rate) of 18.2% over 2018-23. Incremental usage frequency, product premiumisation and more professional innovations are contributing to market growth.

About half of consumers have increased their usage frequency of facial masks, and the most important reason for this change is that increasing the usage is perceived as a way to take better care of skin. In addition, the behaviour of applying facial masks is related to emotional comfort which becomes a way to relax and help consumers feel more confident. However, there are consumers who prefer using ampoules of facial serum rather than facial masks to quickly their improve skin condition, indicating that facial mask brands also need to compete with cross-category products.

Covered in this Report
Facial masks included in this Report:
●	Sheet masks usually mean cloth or paper saturated in a high dosage of skincare ingredients for one-time use. Common sheet masks include non-woven cloth masks, silk masks, bio-cellulose masks, natural wood pulp masks and cotton masks. 
●	Sleeping masks usually mean a gel/cream-based product that can be applied before sleep and left on overnight.
●	Rinse-off masks usually mean mud, cream, mousse or gel-based products that can be applied on the face and need to be washed off after 10-30 minutes.
●	Peel-off masks usually mean mud, cream or gel-based products that can be applied on the face and then shaped into a layer of mask after a few minutes.
●	Multi-steps masks usually have two or three steps of facial skincare, including cleanser/scrub and sheet mask.

Excluded
Market size in this Report does not cover sales that have occurred in the C2C market and direct-selling brands (eg WeChat business or Taobao).

Subgroup Definitions (by Monthly Personal Income):
●	Low earner is defined with a monthly personal income as RMB2,000-5,999
●	Middle earner is defined with a monthly personal income as RMB6,000-8,999 
●	High earner is defined with a monthly personal income as RMB9,000 or above.