The global hydrogel face mask market is expected to grow from USD 115 million in 2022 to USD 326.53 million by 2032, at a CAGR of 11% from 2023-2032. The increasing awareness about hydrogel face masks and their benefits will augment the growth of the global hydrogel face mask market.

Market Introduction:

The emphasis on personal care is developing due to rising worries about skin health, body image, general appearance, hygiene, etc. Showering, shaving, moisturizing, cleaning, exfoliating, scrubbing, and conditioning are a few examples of personal care habits. A specialized area of personal care is skin care. A regular and effective skincare regimen enables one to improve their physical appearance and self-esteem and provide positive long-term effects on the body. Various products, including face washes, cleansers, serums, toners, oils, moisturizers, lotions, body washes, and body oils, are used to establish this. Face masks are one such product that is being used extensively as a part of the skincare routine in the modern world. Hydrogel face masks have active hydrating ingredients that trap the skin's moisture and necessary minerals. These masks hydrate, nourish, replenish, and heal the skin. They enable deeper penetration of skin care ingredients and provide a long-lasting glow to the skin. These masks have a gel-like consistency and are translucent. They are highly effective in rejuvenating the skin. Hydrogel face masks are available in multiple varieties infused with several effective ingredients.

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Recent Development

January 2022 - Oscar Mayer recently expanded beyond its wide array of packed deli meats and wieners with its new product: a hydrating facial mask inspired by bologna. This move has caused surprise, perplexity, and possibly even a little aversion. The fleshy pink mask is packed in the brand's iconic red-and-yellow packaging and has the wet appearance of sliced sandwich meat. However, the product's packaging makes it obvious that it is not food. Bologna-like sheet masks are the most recent in a long line of bizarre product crossovers from major food companies, including candles scented with Quarter Pounder from McDonald's. Similar viral interest has been shown for Oscar Mayer's USD 4.99 masks, which have generated a deluge of media attention and sold out within 24 hours of going on sale on Amazon this month.

Market Dynamics:

Drivers

The increasing awareness about skincare – As the importance of having an attractive physical appearance has grown, consumer spending on skincare products has also seen positive growth. Furthermore, the notion of having healthier skin inside out rather than just the outer physical appearance of healthy skin has gained traction in the modern world. The expanding millennial demographic is drawn to scientific claims and skincare products based on them. Proven studies explaining the negative impact of exposure to pollution, changing weather, and other contemporary problems on the skin have pushed the population towards investing in good quality skincare products. The market players are now producing skincare products to cater to the rising demand for skincare products based on science and consumer preference. The increasing cost expenditure on advertising and sales has led to the expansion of the global hydrogel face mask market. The market players are offering several variations in a wide price range. There are multiple brands available in the market. These products are accessible, given they are provided in the nearest supermarkets, hypermarkets, drug stores, or general stores. They are even offered online. The increasing disposable income of consumers has also positively contributed to the growth of the global hydrogel face mask market. Therefore, the rising awareness about skincare, hydrogel face masks, and their benefits, the growing accessibility and affordability of these products, as well as the presence of multiple brands and product varieties in the market, will drive the global hydrogel face mask market. 

Restraints:

High cost of high-end hydrogel face masks – Hydrogel face mask products are offered by multiple brands, each with its own set of products. Their products can range from a few hundred to a few thousand. The emphasis on making organic, natural, and effective hydrogel face masks has risen, given the increasing awareness about the ill effects of chemical-based skin care products. The costs of producing natural skincare products are higher compared to chemical-based products, and they are expensive. Furthermore, several hydrogel face mask producers utilize novel technologies to develop and manufacture these products, which increases their retail costs. The high retail prices of several high-end hydrogel face masks will restrict the market’s growth as many cost-conscious customers will refrain from investing in these products.

Opportunities:

Product diversification and innovations – The rising social media influence has significantly driven up sales of several skincare brands. A greater part of the social media circle is filled by fashion and lifestyle influencers, who share their skincare, personal care, food, and lifestyle habits on social media. These influencers have a substantial following and can garner thousands of consumers for market players. The rising trend of celebrities and influencers using hydrogel face masks has increased the demand for these products. However, with the growing demand and presence of multiple brands, the market is highly segmented, leaving every brand with small market shares. The market players are extensively investing in developing better hydrogel face masks to increase their market share. One example is developing multiple varieties of organic, ingredient-based, scientifically proven, and chemical-free chemical-free hydrogel face masks. The products are offered in several sizes, packaging, and quantities to cater to every consumer. Developing effective products that pledge environmental sustainability garners popularity in the market. Therefore, market players' increasing research and development expenditure for product diversification and innovations to gain market share in the highly fragmented global hydrogel face mask market will offer lucrative opportunities in the forecast period.

Challenges:

The increasing incidents of product recall and false benefit claims – Some hydrogel face masks on the market claim to be "organic," "chemical-free," "paraben-free," "dermatologist tested," "100% natural," etc.. however, these claims may be unfounded or entirely not true or completely false. Consumers lack the tools necessary to independently verify such claims. There have been reports of brands using such claims to deceive customers. The misleading and misinformation on the parts of brands are also due to the lack of stringent monitoring and regulatory framework of the personal care market. Therefore, these false claims made by brands amounts to consumer fraud and put them at risk of injury. With the growing influence of social media, consumers have a platform for speaking out against these claims. The consumer courts are also investigating such cases. However, the increasing instances of product recall and customer fraud damage brand reputation and impact product value. Overcoming this difficulty can be aided by appropriate messages, complete ingredient disclosure, adherence to regulatory requirements, authorities demanding accountability in cases of non-compliance, etc. however, until that is done, the increasing incidents of product recalls, and false benefit claims will alienate consumers and challenge the growth of the market.

Regional segmentation analysis:

The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. The Asia Pacific region emerged as the largest global hydrogel face mask market, with a 40.93% market revenue share in 2022. The increasing disposable income of the population in the region has increased the per capita spending on personal care products, including premium skin care products like hydrogel masks. The increasing influence of social media and skincare trends in the significantly large young population has increased the demand for hydrogel masks. The presence of key market players also positively impacts the regional market's development. The South Korean skincare market is the leading player in the region, given the innovative hydrogel face masks, wide variety, and affordability in the global market. Globalization has enabled the export of Korean skincare into surrounding markets of India, China, Malaysia, Vietnam, and other west and south Asian countries. The increasing presence of beauty salons, spas, and skin care establishments has also contributed positively to the hydrogel face mask market's growth. The extensive retail chain network in the region increases the accessibility of products, thereby contributing to the market's development. The increasing internet penetration and the shift towards online shopping have improved the market's performance. The growing number of home-grown skincare brands has diversified the market and reduced retail prices, thereby improving the affordability of hydrogel face masks and driving the regional market's growth.

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Product type segment analysis

The product type segment is divided into mass and premium. The mass segment dominated the market with a revenue share of around 67% in 2022. The increasing awareness of regular skincare and its long-term benefits has increased the expenditure on skin care products, including hydrogel face masks. The mass hydrogel face masks are affordable. Several brands offer multiple products giving consumers an extensive choice at an affordable price. Most of the population invested in skin care is young; they are in their early 20s and 30s and cannot usually afford premium care products regularly. Therefore, mass hydrogel face marks are their ideal choice making it popular in the global market. Furthermore, their products are as effective and functional as their costlier versions.

Application segment analysis

The application is divided into skin brightening, anti-acne, anti-aging, and others. The skin brightening segment dominated the market with a market share of around 54% in 2022. The growing emphasis on having flawless, shiny, and healthy skin that glows naturally has increased the demand for skin-brightening products. Hydrogel face masks are organic and natural and offer long-lasting, hydrated bright skin. The growing need for celebrity-like skin has fuelled the demand for these products. The market players are cashing these demands by offering effective products and promoting them through celebrities. The growing trend of using active ingredients like vitamin C, niacinamide, and other AHA and BHA products has increased the demand for skin-brightening products. A significant proportion of hydrogel face mask users is millennials and gen Z, who are biased toward skincare products given their specific goals to achieve a certain skin. Many products in nearby supermarkets, specialty stores, and general stores also contributed to the segment's growth. The presence of online or e-commerce platforms of several beauty brands has improved the accessibility of these products, thereby contributing to the segment's development.

Distribution channel segment analysis

The distribution channel is divided into supermarkets/hypermarkets, online, specialty stores, pharmacy & drug stores, and others. The specialty stores segment dominated the market with a market share of around 48% in 2022. the increasing presence of specialty stores across geographies contributes to the segment's growth. The establishment of Sephora, Ulta Beauty, Beauty Bay, etc., along with the establishment of offline stores of online brands like mama earth and Nykaa, have contributed to the segment’s growth. Furthermore, several high-end brands invest in offline distribution, driving the segment's growth. The specialty stores have beauty experts who assist the customers while buying or testing the products. They have beauticians who assist customers by offering them the best products and providing demos.

Some of the Key Market Players:

• 111SKIN
• BIOEFFECT
• Heritage Brands
• Johnson & Johnson
• L’Oréal Groupe
• Minerva Research Labs
• Natural Face Lift Company
• Procter & Gamble
• TULA Life
• Unilever

Report Description: