A trend that has been propelled to international popularity partly on the back of the rise in enthusiasm for Korean beauty, facial masks are now so popular that we are seeing the emergence of a more sophisticated, ‘next generation’ wave of products.
Oil masks, in-shower masks and double-layer masks are all emerging as popular variations on the theme. The industry has also seen a 24k gold face mask gain media attention.
According to Google, Japan has also been instrumental in the rise of masking as a dominant international trend. Indeed, the country is now seeing the next level of masking, with products now available for legs, cuticles, hand and heels, according to a recent Glamour report.
Next generation
Masks, which are designed to follow the contours of the face for better results, have traditionally been favoured by younger generations with brands like TonyMoly (Sephora, Ulta, Urban Outfitters retailers in the US). Often, they feature bright, playful designs.
However, with the Google report confirming masking’s widespread popularity, enthusiasm for masking is evidently now strong among older generations too.
In this vein, Mintel, a leading market research firm, has reported that there is room for sheet/mask facial care brands to offer more premium innovations and novel formulations moving forward.
The firm notes that opportunities lie in creating products that are focused on multiple benefits (e.g. anti-ageing, anti-acne), using standout and unique ingredients (e.g. horse oil, bird’s nest, snail extract, donkey milk, konjac, lentils) and further variations on novel colours and designs.
Devices are another area seeing innovation when it comes to face masks, according to fellow research firm Euromonitor International.
“Companies have been introducing cleansers and lotions that work with the devices and can further enhance their efficacy,” the firm explains.