Skin Toner Market Size, Share & Trends Analysis Report By Form (Fluid, Mist), By Product (Organic, Conventional), By Gender (Men, Women), By Distribution Channel, By Region, And Segment Forecasts, 2024 - 2030

Skin Toner Market Size & Trends

The global skin toner market size was valued at USD 744.2 million in 2023 and is projected to grow at a CAGR of 5.6% from 2024 to 2030. The growing interest in comprehensive skincare regimes, especially among younger consumers who are increasingly concerned with maintaining healthy, glowing skin, drives market growth. Skin toners, designed to cleanse the skin, tighten pores, and balance pH levels, have become essential to multi-step skincare routines. This trend is further amplified by the influence of social media, where skincare influencers and beauty brands promote the importance of each step in a skincare regimen, including the use of toners.

Additionally, the rise in pollution levels and urbanization has led to increased concerns about skin damage, which has driven consumers to seek out products that can provide deeper cleansing and protection. Toners are often marketed as solutions for removing impurities that may remain after cleansing, helping to prepare the skin for better absorption of other skincare products. It has increased their usage across various demographics, particularly in regions experiencing rapid urban growth.

Moreover, the increasing variety of toners tailored to different skin types and concerns, including moisturizing toners for dry skin, exfoliating toners for acne-prone skin, and soothing toners for sensitive skin, has expanded the product’s market reach. Innovation in product formulations, including incorporating natural and organic ingredients, has also drawn a more health-conscious and environmentally aware consumer base. As a result, consumers are more willing to experiment with and invest in skincare products such as toners, further fueling demand globally.

Lastly, the influence of the beauty industry’s continuous push towards innovation and product development contributes to market growth. Brands increasingly invest in research and development to create multifunctional toners that address various skin concerns, addressing a broader audience. As consumers become more informed about skincare benefits and ingredients, the demand for toners as part of an effective skincare routine is expected to grow.

Form Insights

The fluid segment held the largest market revenue share of 69.7% in 2023. The increasing demand for the fluid segment can be attributed to its lightweight and easily absorbable nature, which makes it suitable for a wide range of skin types, including sensitive and acne-prone skin. Consumers are inclined toward fluid toners because they provide hydration and balance without leaving a heavy or greasy residue, making them suitable for daily use, particularly in warmer climates or on oily skin. Additionally, the rise of K-beauty and multi-step skincare routines has generalized fluid toners as an essential step, further boosting their demand in the market.

The mist segment is projected to grow at the fastest CAGR over the forecast period. The demand for the mist toners is rising due to its convenience and ease of application, making it a favored choice for on-the-go skincare routines. Mists offer a lightweight, refreshing experience that benefits consumers seeking quick hydration and toning, especially in warm or humid climates. Additionally, the growing trend of multi-functional skincare products has increased the demand for mist toners that combine toning, hydration, and calming effects in a single step. The demand for portable and travel-friendly skincare options further drives the demand for mist toners.

Product Insights

The conventional segment held the largest market revenue share in 2023. Conventional toners are preferred for their reliable formulations and consistent results, which give consumers a sense of trust. Consumers who prefer tried-and-tested skincare products are inclined towards these conventional toners due to their familiarity. Moreover, they are commonly found in drugstores and supermarkets, making them convenient for everyday shoppers. The rise in pollution and changing lifestyles has also driven consumers to seek products that offer a deep cleansing effect, further boosting the demand for conventional toners.

The organic segment is projected to grow at the fastest CAGR over the forecast period. Consumers increasingly prioritize products that promote skin health without exposing them to synthetic chemicals, parabens, or artificial fragrances associated with irritation and long-term health concerns. Additionally, the organic segment benefits from the broader shift towards sustainability and cruelty-free practices, as consumers seek products that align with their environmental responsibility and ethical sourcing values. The influence of social media and influencers promoting organic beauty routines has also amplified this trend, making organic skin toners a preferred choice for those looking to maintain a healthy skincare regimen while also supporting eco-friendly and cruelty-free brands.

Gender Insights

The women segment held the largest market revenue share in 2023. The growing emphasis on personalized skincare solutions has led women to seek toners that address specific skin concerns, such as acne, pigmentation, or sensitivity. Moreover, the trend towards minimalist skincare has positioned toners as a multi-functional product that can cleanse, hydrate, and balance the skin simultaneously. The increasing penetration of beauty influencers and bloggers, who often highlight the benefits of using toners, has also significantly shaped women's purchasing decisions. Additionally, the growing availability of toners infused with innovative ingredients, such as hyaluronic acid and botanical extracts, has attracted women seeking luxury and efficacy in their skincare products.

The men segment is projected to grow at the fastest CAGR over the forecast period. The growing awareness and adoption of skincare routines among men drives segment growth. As societal perceptions shift, more men embrace skincare as an essential part of personal grooming, driven by concerns about aging, acne, and overall skin health. The influence of social media and the increasing availability of male-specific skincare products also play significant roles in this trend. Additionally, the expanding market of gender-neutral skincare products has made it easier for men to access products tailored to their needs, further boosting demand in this segment.  

Distribution Channel Insights

The hypermarkets & supermarkets segment held the largest market revenue share in 2023. Hypermarkets and supermarkets typically maintain a broad range of skincare products, including multiple brands and formulations of skin toners, allowing consumers to compare options and make informed choices. Additionally, hypermarkets and supermarkets often provide competitive pricing and promotional offers, making them preferred shopping destinations for cost-conscious consumers. Their widespread presence in urban and suburban areas further enhances accessibility, contributing to the growing demand in this segment as more consumers seek out these one-stop-shop locations for their skincare needs.

The online segment is projected to grow at the fastest CAGR over the forecast period. The availability of detailed product descriptions, ingredient lists, and tutorials on e-commerce websites provides consumers with the information they need to make informed decisions, which enhances trust in online purchases. Advancements in logistics and delivery services have reduced shipping times, making online shopping more convenient and reliable. Lastly, the flexibility of online platforms to offer personalized recommendations based on browsing history and preferences has made the online shopping experience more tailored to individual needs, further driving demand in this segment.

Regional Insights

North America skin toner market has witnessed lucrative growth in this industry. The growing awareness of skincare routines and the rising trend of maintaining healthy and youthful skin drive market growth in the region. Consumers in North America are becoming more informed about the importance of skincare, particularly as a preventative measure against aging and environmental damage. Additionally, the expansion of social media platforms has amplified beauty and skincare trends, influencing purchasing decisions. The availability of diverse product formulations that cater to different skin types, including sensitive skin, has also significantly driven demand.

U.S. Skin Toner Market Trends

The U.S. skin toner market held the largest regional market revenue share in 2023. The increased awareness about skincare, particularly among millennials and Gen Z, has led to a surge in demand for comprehensive skincare routines. Additionally, the influence of U.S.-based beauty influencers and dermatologists on platforms such as Instagram, TikTok, and YouTube has promoted the use of toners for various skin concerns, such as acne, hyperpigmentation, and oil control.

Europe Skin Toner Market Trends

Europe skin toner market held the largest market revenue share of 36.1% in 2023. The strong cultural emphasis on skincare across European countries, particularly in markets such as France, Germany, and the UK, can be attributed to the increasing demand for skin toner. This has led to a growing preference for multi-step skincare regimens, where toners are essential for maintaining skin health. The European market is experiencing a significant shift towards clean beauty as consumers seek toners free from harmful chemicals and rich in natural, sustainable ingredients. European regulatory standards, such as the EU’s strict regulations on cosmetic ingredients, have pushed brands to innovate and offer high-quality, safe products.

The skin toner market in UK is projected to grow rapidly in the coming years. The growing focus on anti-aging and preventative skincare measures drives market growth. With an aging population and heightened skin health awareness, more consumers are integrating toners into their routines to address fine lines, wrinkles, and uneven skin tone. Additionally, the UK's climate, which can be harsh and fluctuating, often leads to skin concerns like dryness and irritation, prompting consumers to seek toners that provide hydration and soothing benefits.

Asia Pacific Skin Toner Market Trends

Asia Pacific skin toner market is expected to grow at the fastest CAGR over the forecast period. Rapid urbanization and increasing pollution levels in major cities across the region have heightened awareness about skin health, driving consumers to incorporate toners that help cleanse and protect the skin from environmental aggressors. The growing middle class in countries such as China, India, and Indonesia, coupled with higher disposable incomes, has also increased spending on premium skincare products, including toners. Moreover, the preference for products with natural and herbal ingredients, which are often rooted in traditional Asian beauty practices, is further propelling the demand for skin toners in this region.

The skin toner market in India is projected to grow significantly in the coming years. The country's growth is attributed to the rising per capita income, which increases the expenditure on skin care products, including skin toner. In addition, the country's growing population of working women drives the increased demand for skin care and cosmetics products for grooming. The rising awareness among consumers about the advantages of skin toner and the expansion of the e-commerce sector in the country is fueling the market growth.

Key Skin Toner Company Insights

Some of the key companies in the skin toner market include JUST Goods, Inc.; Karma Water Powered by Shopify; lalpina; Liquid Death Mountain Water; Montane Sparkling Spring Water; and others.

• Dr. Hauschka offers facial toners that refresh and fortify the skin. These toners help to balance moisture and oil for a healthy-looking complexion. The FacialToner is suitable for normal, dry, and sensitive skin types and the Clarifying Toner is for oily, blemished, and combination skin.

• Thayers offers a wide range of skin toners including the Rose Petal Facial Toner, which is used for its soothing and hydrating properties, and the Cucumber Facial Toner, which is for cooling and refreshing sensitive skin. For blemish-prone skin, the Blemish Clearing Toner contains salicylic acid to help clear up and prevent breakouts.

Skin Toner Market Report Scope

Global Skin Toner 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 skin toner market report based on form, product, gender, distribution channel, and region. 

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

  • Fluid

  • Mist

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

  • Organic

  • Conventional

• Market Gender Outlook (Revenue, USD Million, 2018 - 2030)

  • Men

  • Women

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

  • Hypermarkets & Supermarkets

  • Convenience Stores

  • Specialty Stores

  • Online

  • Others

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

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • Australia

    • Japan

    • China

    • India

    • Australia

    • South Korea

  • Latin America

    • Brazil

    • Argentina

  • Middle East and Africa (MEA)

    • Saudi Arabia

    • South Africa

    • UAE