Overnight Face Mask Market Size, Share & Trends Analysis Report By Product (Cream & Gels, Sheets), By Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Online), By Region, And Segment Forecasts, 2024 - 2030

Report Overview

The global overnight face mask market size was valued at USD 21.17 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 6.2% from 2024 to 2030. Some of the major growth driving factors for this industry are rising awareness about the skin health and its significance in well-being, changing lifestyles, and increasing availability of multiple branded products in numerous regional markets and diverse range of portfolios offered by the key market participants. Growing incidences of various skin conditions such as wrinkles, aging, and dryness are driving the consumers to increasingly spend on various skincare solutions that offer prolonged treatment. Overnight face masks have been gaining increasing traction among consumers who look for convenient skincare products at home that do not demand additional time investment. Moreover, increased consumer demand for mental relaxation is expected to drive the manufacturers to develop overnight face products infused with functional ingredients, thereby propelling the growth of the global market over the forecast period.

The impact of busy and modern lifestyles due to long work hours, pollution, work-life pressures, and inappropriate diets is taking a visible toll on the skin, thereby resulting in premature damage. Since adequate sleep is an essential remedy, consumers are also looking for skincare products including overnight face masks that penetrate more effectively when at rest.

This scenario has triggered the increasing application of sleep masks among consumers. In the last few years, bubble masks had gained significant popularity in the Asian beauty trends, which resulted in manufacturers creating their unique formulas. For instance, brands such as Origins and e.l.f. Cosmetics introduced their hydrating bubble mask and foaming deep cleansing masks respectively that included deep hydration and cleansing agents. These product innovations are anticipated to drive the market for overnight face masks.

Increasing preference for overnight masks infused with essential oils and natural and fruit-based ingredients is driving continuous product innovations. For instance, ESPA Overnight Hydration Therapy is made of relaxing essential oils and seaweed extracts that revive the skin moisture content overnight.

Women have been the major demand generators in the overnight face mask market. However, men are increasingly considered to be the high potential consumers by brand managers, particularly those who are into online distribution or have high-end product positioning. Shaving often leads to roughness and dryness, hence sheet masks are generally preferred by men for a well-moisturized skin. Moreover, a wide range of overnight face masks for men are available with specific solutions such as anti-aging, wrinkle-free, and skin lightening. Some of the common overnight face masks include watermelon glow sleeping mask, Elizabeth Arden's superstart probiotic boost skin renewal bio-cellulose mask, and Saturn sulfur acne treatment mask by Sunday Riley.

Product Insights

The creams & gels segment dominated the market and accounted for a share of 57.3% in 2023. This can be attributed to multiple aspects such as the rising consumer preferences towards hydrating, highly customizable and luxurious skincare experiences, ease of accessibility and brand collaborations that have driven the growth of this market. Endorsements by celebrities, social media influencers, innovative marketing campaigns and ease of use have also contributed to the growth in demand of this segment.This is the most preferred type due to its easy and hassle-free application. Creams and gel forms penetrate deeply in the skin, thereby resulting in effective skin repair. Companies are investing in introducing lightweight cream and gel-based masks to provide a relaxing effect on the skin while sleeping.

The overnight face mask sheets segment is expected to register the fastest CAGR of 6.7% from 2024 to 2030. The overnight face sheets contain high levels of nourishing vitamins and hyaluronic acid that absorb rapidly as compared to creams. Face sheets are enriched with cooling components that calm the muscles and successfully repair the damaged skin. These facial sheets offer simple hydration and increase moisture levels to revitalize dry skin. Diverse ranges of products offered by the companies, ease of accessibility, and enhanced distribution strategies embraced by the businesses have generated greater demand for this segment.

Distribution Channel Insights

Convenience stores accounted for the largest revenue share in 2023. Factors such as a vast network of offline distribution channels, a large number of convenience stores present across multiple countries, and enhanced accessibility and availability offered by these stores have driven the growth of this segment. Companies have also engaged in collaborations and partnerships to accomplish effective distribution of their products through convenience stores.These stores beauty, drug, and general stores. Growth of the skincare industry has driven the manufacturers to distribute their products widely across their retail beauty stores and independent beauty and drug stores. These stores are easily accessible to the customers and ensure high visibility of products including overnight face masks. Moreover, the presence of an in-store associate guides the customers in choosing the correct product, thereby easing out their purchase decisions.

Online distribution channel is expected to register a significant CAGR during the forecast period. Some of the key aspects associated with the growth of this segment include the rising presence of brands on e-commerce websites, additional services offered by online platforms such as doorstep deliveries, reduced delivery times and multiple payment alternatives offered by the website. In addition, detailed customer reviews displayed on the platforms and heavy discounts coupled with offers such as buy one get one, cashback, and discount on next order have attracted greater demand for this segment.

Regional Insights

Asia Pacific overnight face mask market dominated the global industry in 2023. This is attributed to multiple factors such as growing disposable income levels, a large number of cosmetics brands entering the region, increasing penetration of online platforms, and growth in awareness regarding skin care. Trends in the region about personal care coupled with brand endorsements by popular celebrities, sportspersons, and social media influencers have also contributed to the growth of this regional industry.

China Overnight Face Mask Market Trends

The China overnight face mask held a significant revenue share of the regional industry in 2023. This market is primarily driven by the constant research & development in the domain, with many young consumers inclined towards the adoption of personal care routines, entry of numerous brands in the domestic market and a diverse range of products offered by multiple brands.

Europe Overnight Face Mask Market Trends

Europe overnight face mask market was identified as a lucrative region in 2023. Factors such as changing lifestyles and rising skin problems are driving the market growth. Rising awareness about the dual benefits provided by the overnight facemasks, on the skin as well as on sleep has generated greater demand for this market in recent years. The presence of large enterprises operating in the cosmetics industry and effective distribution have contributed to the growth of this regional industry.

The overnight face mask market in the UK is expected to experience a significant CAGR during the forecast period. This market is mainly driven by the rising expenditure on skin care in the country, the growing number of young customers engaging in routine personal care practices, ease of availability and presence of key market participants in the country.

North America Overnight Face Mask Market Trends

North America market is anticipated to witness noteworthy growth in 2023. Rising incidences of skin health issues, a wide range of products offered by the key companies, greater demand from young consumers, research & development activities in the region leading to innovation and new product launches, and heavy discounts offered by the online platforms have assisted this regional industry to experience growth during the forecast period.

The U.S. overnight face mask market held a substantial market share in 2023. This market is driven by aspects such as growing awareness regarding skin care or personal care regimes, increasing recommendations by experts regarding face masks, ease of use, convenience and enhanced availability.

Key Companies & Market Share Insights

Companies dealing in this beauty care category are actively involved in introducing new products to cater to the varied needs of the customers. Continuous research and development are carried out to introduce products based on natural ingredients. For instance, Innisfree is a naturalism oriented cosmetic brand that offers a wide range of sleeping or overnight face masks infused with natural ingredients, such as its green tea sleeping pack is made of green tea seed oil.

• e.l.f. Cosmetics, Inc. is an American brand that produces and delivers a variety of beauty products under different brands, all of which are vegan, clean, and cruelty-free. Their collection consists of skincare, eye, lip, and face care items, along with accessories and beauty implements.

Recent Developments

• In March 2024, LANEIGE added to its extensive product portfolio, by introducing  "Bouncy & Firm Sleeping Mask," a new daily skin-firming remedy containing peony & collagen complex. LANEIGE revealed a new campaign with the theme "STAY YOU" in collaboration with its global brand ambassador Sydney Sweeney.

Overnight Face Mask Market Report Scope

Global Overnight Face Mask Market Report Segmentation

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

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

  • Cream & Gels

  • Sheets

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

  • Supermarkets & Hypermarkets

  • Convenience Stores

  • Online

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

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Singapore

    • Australia

  • Latin America

    • Brazil

  • Middle East and Africa (MEA)

    • South Africa