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Brief Published: 16 Oct 2014

Facial Masks Take Off In The US

Asian face masks are growing in popularity in the US

Sales of Asian facial masks are outperforming much larger segments, like moisturisers in the US luxury beauty market, according to a recent study.

An innovation from Korea and East Asia, a rise in sales of cosmetic face masks – designed to better deliver products and benefits to the skin – could incite a shift in focus in the American skincare market towards product delivery in this format. 

A study by American research firm NPD Group found face masks grossed $65.5m in sales between 2013-14, a jump of about 60%, overshadowing other categories in the prestige beauty market (including moisturisers).

The growth helped drive up a 2% value increase for overall facial skincare sales in the US, which has been valued as a $2.8bn industry. 

“Masks attract today’s consumers with the promise of immediate results in treating a variety of skin flaws,” said Karen Grant, vice-president and senior global industry analyst of the NPD Group. “New formats and formulations that address individual needs appeal to the consumer looking to try something different without spending a fortune.”

We have already noted sheet masks as a growth area in Europe in our coverage of the Cosmeeting & Creative Beauty trade show in Paris. The significant jump in US sales signals an increasing infiltration of Asian beauty products and trends (see our Asian Beauty and Cosmoprof Asia reports), and nods to a wider consumer desire for multi-beneficial products. 

“As we’ve seen with masks, new offerings can be a complement to existing products in a skincare regimen,” said Grant. “Creating this connection, addressing the desire for immediacy as well as long-term results, ultimately benefits the total skincare business.”