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The Mask trend – the all-round care



Mask Trend

Face masks of all kinds have grown into a new trend in the cosmetics industry and are enjoying ever-increasing popularity, especially thanks to ad featuring famous stars and countless social media campaigns. In this fast-paced world of today, face masks have become more and more appealing to modern consumers for their easy and pleasurable application. 

Face masks offer an easy way to combine a soothing experience for our skin with a short time out from our hectic lives. Masks are a kind of balm for the skin and are ideal for restoring balance to the skin when external factors like stress or lack of sleep are starting to leave their traces. Because of the way they are applied, masks often provide a noticeably more intensive action than normal care products. A cream mask, for example, applies a greater amount of the formulation than a day cream does, where also the exposure time and, for example, occlusive effects of a sheet mask will boost the effect of a mask application. 

The mask trend unites various modern trends that are dominating the cosmetics industry: masks often contain natural raw materials, for example, to create a connection to nature and offer a moment of rest during the application, which fits in perfectly with the modern consumer’s desire for wellness. Mask applications are furthermore inspired by the ever-strong K-Beauty trend.

Market analysis

The majority of masks sold in Europe are used for face and neck care. According to Mintel, for example, the number of new launches of face masks has more than doubled since 2015, while the percentage of eye and lip masks is also growing. 

The most commonly used claim for face masks launched or relaunched in Europe in 2017 is “Botanical/Herbal”, followed by “Moisturizing /Hydrating”, “Anti-Aging”, “Matting” and “Anti-Acne”, and then others. The fastest-growing claims are: 

  1. Teenager (13–17) (+100%)
  2. Vegan (+80%)
  3. Ethical – Human (+50%)
  4. Sulphate/Sulfate Free (+33.3%)
  5. Limited Edition (+33.3%)

The Mintel analysis of formats and textures of newly launched masks shows that the face mask is the strongest-selling form of mask, followed by cream masks, gel & jelly masks, and others. Most masks are sold in flexible sachets, tubes, jars, bottles, and other forms of packaging. 

The increase in sales of sheet masks is probably due to the strong-as-ever K-Beauty trend. This is again reflected in Mintel’s analysis of the manufacturing countries of masks sold in Europe: most of the masks newly sold in Europe are made in France, closely followed by South Korea, the UK, Germany, Poland, and the USA. 

It is no surprise that the newly launched masks were also mostly sold in France, followed by the UK, Germany, and Poland, where most sales were made through drugstores, online, and specialist retailers. 


Face masks today are playful and inexpensive, and suitable for single use by young people. New claims and trends like sheet masks, limited editions, teenager products, or even vegan masks are making their debut. The K-Beauty trend also dominates the mask market with playful and colourful packaging and extravagant formulations.

Very likely, the trend in the West will also turn towards specific masks for all different body areas and care needs. Korea already has a mask for everything from cuticles to lips. 


Claudia Dür

Social Media Manager

Stories - Nature - Movement. These three words have the greatest meaning in my life.

As a passionate communicator, I am responsible for social media at IMPAG. In addition, I write various contents for our communication activities in the area of personal care. I love stories, constructive exchange, open discussions and teamwork. In my spare time you meet me and my family always in motion, be it biking, climbing and hiking in the mountains or surfing in the waves of the Atlantic.

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