Exfoliators Market Size, Share & Trends Analysis Report By Type (Physical, Chemical), By Product (Scrub, Mask), By Skin Type (Dry Skin, Oily Skin), By End Use, By Distribution Channel, By Region, And Segment Forecasts, 2024 - 2030

Exfoliators Market Size & Trends

The global exfoliators market size was estimated at USD 6.85 billion in 2023 and is projected to grow at a CAGR of 7.9% from 2024 to 2030. Increasing consumer focus on skincare routines, particularly the emphasis on exfoliation for achieving clearer, smoother skin, drives demand in the market by making exfoliation a key step in daily and weekly skincare regimens. As consumers become more aware of the benefits, such as improved skin texture, unclogged pores, and enhanced product absorption, they seek out exfoliators that cater to their specific skin concerns. This rising awareness, fueled by beauty influencers, dermatological advice, and product marketing, has led to a surge in demand for both physical and chemical exfoliants, expanding the market and encouraging brands to innovate and diversify their offerings.

The growing interest in clean beauty and natural ingredients positively impacts the market by driving demand for eco-friendly products, which align with consumers' increasing preference for sustainable and ethical skincare options. As consumers become more conscious of the environmental and health impacts of their beauty products, they are seeking exfoliators made from plant-based or biodegradable materials that meet their standards for safety and sustainability. This shift not only broadens the market for natural and eco-friendly exfoliators but also encourages brands to innovate and offer more diverse product lines, fostering market growth and attracting a conscientious consumer base.

Moreover, beauty influencers and social media platforms drive market demand by amplifying consumer interest through targeted promotions, tutorials, and reviews. As influencers share their skincare routines and endorse specific exfoliating products, they significantly impact consumer perceptions and purchasing decisions, often leading to increased product visibility and credibility. Social media’s reach and immediacy help spread trends and new product launches rapidly, encouraging followers to adopt exfoliation as a key part of their skincare regimen. This heightened awareness and influence leads to greater demand for exfoliators, as consumers are motivated to try new products and incorporate them into their routines based on influencer recommendations and trends.

Key players in the market are driving innovations by developing advanced formulations and incorporating cutting-edge technologies to enhance efficacy and user experience. These innovations include the introduction of hybrid products that combine physical and chemical exfoliation for more comprehensive skin benefits and the use of novel ingredients such as enzymes and gentle acids to cater to sensitive skin. In addition, brands are focusing on eco-friendly solutions, such as biodegradable exfoliating beads and sustainable packaging. Enhanced product delivery systems, like time-released ingredients and multi-functional skincare solutions, further contribute to market growth by addressing diverse consumer needs and preferences.

Type Insights

Chemical exfoliators accounted for a share of about 70% in 2023. The dominance of chemical exfoliators among consumers is driven by their ability to deliver effective, controlled exfoliation without the physical abrasion associated with scrubs. Chemical exfoliants, such as AHAs and BHAs, work by dissolving dead skin cells and promoting cell turnover more uniformly and gently, making them suitable for a range of skin types, including sensitive and acne-prone skin. Their convenience, combined with targeted benefits like improved texture, reduced hyperpigmentation, and enhanced radiance, appeals to consumers seeking consistent results and ease of use, thereby cementing their popularity in the skincare market.

The demand for physical exfoliators is expected to grow at a CAGR of 9.1% from 2024 to 2030. The growing demand for physical exfoliators among consumers is driven by their immediate and tangible results, such as smoother skin texture and visible removal of dead skin cells. Many users appreciate the hands-on, sensory experience of physical exfoliators like scrubs and brushes, which provide a sense of thorough cleansing and instant gratification. In addition, the popularity of DIY skincare routines and at-home spa treatments has increased interest in physical exfoliators, as they offer an accessible and cost-effective way to achieve a polished, radiant complexion. The appeal of customizable intensity with various formulations and textures available to suit different skin types also contributes to their widespread use.

Product Insights

The exfoliating scrub held a market share of about 31% in 2023. The demand for exfoliating scrubs among consumers is driven by their desire for smoother, clearer skin through the effective removal of dead skin cells and impurities. Exfoliating scrubs offer immediate, visible results in terms of improved skin texture and radiance, which appeals to those seeking quick and noticeable skincare improvements. In addition, their ability to unclog pores, prevent acne, and enhance the absorption of other skincare products makes them a popular choice. The tactile experience and perceived spa-like benefits of using a scrub also contribute to their appeal, driving continued consumer interest and demand.

The demand for exfoliating masks is anticipated to grow at a CAGR of 10.0% from 2024 to 2030. The growth of exfoliating masks among consumers is driven by their appeal as a convenient and effective skin care solution that provides deeper exfoliation and targeted treatments. These masks offer the dual benefits of exfoliating dead skin cells and nourishing the skin with additional ingredients such as antioxidants, vitamins, and hydrating agents. The ease of use and the luxurious, spa-like experience they offer, combined with the ability to address specific skin concerns in a single application, make exfoliating masks increasingly popular. In addition, their inclusion in skincare routines promoted by beauty influencers and the growing trend towards self-care further boost their demand.

Skin Type Insights

The usage of exfoliators for oily skin type accounted for a market share of about 35% in 2023. The usage of exfoliators for oily skin is driven by the need to control excess sebum production, unclog pores, and prevent acne breakouts, which are common issues associated with oily skin. Exfoliators help remove dead skin cells and reduce the accumulation of oil and impurities, leading to a clearer, more balanced complexion. Regular exfoliation also enhances the effectiveness of other skincare treatments by improving product absorption and preventing the buildup of residue that can exacerbate oily skin concerns.

The demand for exfoliators for combination skin types is anticipated to grow at a CAGR of 9.8% from 2024 to 2030. The growth of exfoliators for combination skin types will be driven by innovations that address the unique needs of balancing both oily and dry areas effectively. Products formulated with gentle, yet effective, ingredients that target excess oil in the T-zone while hydrating and soothing drier areas will appeal to this skin type. In addition, the development of multi-functional exfoliators that offer both physical and chemical exfoliation can provide a tailored approach for managing combination skin. Increased awareness and education about the benefits of customized skincare routines for combination skin, coupled with targeted marketing and product innovations, will further fuel growth in this segment.

End Use Insights

The demand for exfoliators for women accounted for a market share of about 78% in 2023. The usage of exfoliators among women is driven by their desire for smoother, clearer skin and a more effective skincare routine. Women often seek exfoliators to address common skin concerns such as uneven texture, dullness, and clogged pores, as well as to enhance the absorption of other skincare products. The emphasis on achieving a radiant complexion, coupled with the influence of beauty trends and social media recommendations, encourages regular use of exfoliators. In addition, the availability of products tailored to various skin types and concerns, combined with the growing focus on self-care and wellness, further motivates women to incorporate exfoliation into their skincare regimens.

The demand for exfoliators for men is anticipated to grow at a CAGR of 10.0% from 2024 to 2030. The growing usage of exfoliators among men is driven by increased awareness of skincare benefits and the desire for a well-groomed appearance. As men become more attuned to the importance of a comprehensive skincare routine, including exfoliation for smoother, clearer skin, they seek products designed specifically for their needs. This trend is further supported by the rise of men's grooming products and the influence of social media and beauty influencers who promote skincare regimens. In addition, advancements in formulations that cater to men's skin characteristics and the availability of convenient, easy-to-use exfoliators contribute to the growing adoption of these products.

Distribution Channel Insights

The sale of exfoliators through offline channel accounted for a market share of around 55% in 2023. The sale of exfoliators through offline channels is driven by the consumer preference for hands-on product experiences, allowing them to see, touch, and test products before purchasing. In physical stores, customers can access expert advice from sales representatives, receive personalized recommendations, and take advantage of in-store promotions or sampling opportunities. In addition, offline channels such as pharmacies, supermarkets, and specialty beauty stores offer immediate product availability, eliminating shipping times. The trust associated with brick-and-mortar retailers and the ability to browse a wide range of brands and products further support the continued growth of exfoliator sales in offline settings.

The sale through online channel is expected to grow at a CAGR of 8.3% from 2024 to 2030. The sale of exfoliators through online channels is driven by the convenience of shopping from home, the wide variety of products available, and access to detailed customer reviews and product information. E-commerce platforms allow consumers to easily compare brands, ingredients, and prices, making it simpler to find exfoliators that meet specific skin concerns. In addition, digital marketing, social media promotions, and influencer endorsements further boost awareness and interest in products, while personalized recommendations and subscription services enhance the online shopping experience. Frequent discounts, free shipping, and exclusive online deals also incentivize customers to purchase exfoliators through online platforms.

Regional Insights

The exfoliators market in North America accounted for a market share of around 37% in 2023 in the global market. The dominance of the North America market is driven by high consumer awareness of skincare routines and the widespread availability of a diverse range of exfoliating products. North American consumers place significant importance on personal care and are more informed about the benefits of regular exfoliation, leading to consistent demand for both physical and chemical exfoliators. In addition, the presence of major skincare brands, along with the influence of social media, beauty influencers, and dermatologists, fosters greater product adoption. The region’s strong e-commerce infrastructure, coupled with consumer preference for premium, natural, and innovative skincare solutions, further solidifies North America’s leadership in the market.

U.S. Exfoliators Market Trends

The exfoliators market in the U.S. accounted for a market share of around 80% in 2023 in the North American region. The demand for exfoliators in the U.S. is driven by increasing consumer awareness of the benefits of exfoliation for achieving healthy, radiant skin and a growing focus on skincare as part of self-care routines. In addition, the rise of social media influencers, beauty trends, and product innovations like natural and eco-friendly exfoliants has fueled consumer interest and expanded the market.

Asia Pacific Exfoliators Market Trends

The exfoliators market in Asia Pacific accounted for a revenue share of around 21% of global revenue in 2023. The market in Asia Pacific is driven by a growing beauty-conscious population, increasing disposable incomes, and the influence of skincare trends from countries like South Korea and Japan, which are known for their elaborate skincare routines. In South Korea, the popularity of K-beauty emphasizes multi-step routines that include exfoliation, while Japan's focus on gentle, effective skincare further boosts demand for chemical exfoliators. China and India are also experiencing rapid market growth due to rising consumer awareness and the expansion of e-commerce platforms, making a wide variety of exfoliating products more accessible. Additionally, the preference for natural and plant-based exfoliants in the region contributes to the market’s expansion.

Europe Exfoliators Market Trends

The Europe exfoliators market is expected to grow at a CAGR of 12.3% from 2024 to 2030. The market in Europe is driven by growing consumer demand for high-quality, natural, and eco-friendly skincare products, as well as a strong emphasis on skincare routines that prioritize health and wellness. European consumers are increasingly seeking gentle and effective exfoliators with clean ingredients, aligning with the region's preference for sustainable beauty. Key players such as L'Oréal, Beiersdorf (Nivea), Unilever, and Clarins are innovating with natural exfoliants and eco-friendly formulations to meet this demand. The rise of niche brands like REN Clean Skincare and The Body Shop also contributes to the market's growth by offering cruelty-free and environmentally conscious products, appealing to ethically minded consumers.

Key Exfoliators Company Insights

The competitive landscape in the market is characterized by the presence of both global and regional players, ranging from well-established skincare brands to emerging natural and organic product lines. Key players such as L'Oréal, Unilever, Procter & Gamble, and Estée Lauder dominate the market with a wide range of physical and chemical exfoliators. These brands compete on innovation, incorporating advanced ingredients such as AHAs, BHAs, and enzymes, as well as catering to diverse skin types and concerns. In addition, smaller niche brands specializing in clean beauty and natural exfoliants are gaining traction, driven by consumer demand for eco-friendly and skin-sensitive products. The market is further shaped by aggressive marketing, product diversification, and the rise of e-commerce platforms, allowing both established and indie brands to compete for consumer attention globally.

Recent Developments

• In December 2023, Estée Lauder Companies announced a significant acquisition of the skincare brand The Ordinary from Deciem. This strategic move is expected to have a considerable impact on the exfoliators market by enhancing Estée Lauder's portfolio with The Ordinary's popular and innovative exfoliating products, which include advanced chemical exfoliants. The acquisition will likely increase Estée Lauder’s market share and broaden its reach in the exfoliators segment, given The Ordinary's strong reputation for effective and affordable skincare solutions. This development may also intensify competition in the market, driving other brands to innovate and improve their offerings to maintain their positions.

Exfoliators Market Report Scope

Global Exfoliators Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global exfoliators market report based on type, product, skin type, end use, distribution channel, and region.

• Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Physical

  • Chemical

• Product Outlook (Revenue, USD Billion, 2018 - 2030)

  • Scrub

  • Mask

  • Lotions and Creams

  • Pads & Wipes

  • Others

• Skin Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Dry Skin

  • Oily Skin

  • Sensitive Skin

  • Combination Skin

• End Use Outlook (Revenue, USD Billion, 2018 - 2030)

  • Men

  • Women

• Distribution Channel Outlook (Revenue, USD Billion, 2018 - 2030)

  • Offline

  • Online

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa