Overnight Face Mask Market Report 2025

This Overnight Face Mask report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The overnight face mask market size has grown strongly in recent years. It will grow from $25.07 billion in 2024 to $26.98 billion in 2025 at a compound annual growth rate (CAGR) of 7.6%. The growth in the historic period can be attributed to skin care trends, marketing and influencers, increasing disposable income, consumer education.

The overnight face mask market size is expected to see strong growth in the next few years. It will grow to $37.73 billion in 2029 at a compound annual growth rate (CAGR) of 8.7%. The growth in the forecast period can be attributed to e-commerce growth, sustainability concerns, global health trends. Major trends in the forecast period include customization trends, technology integration, innovation in formulas.

The overnight face mask market is anticipated to witness growth, primarily driven by the increasing prevalence of skin-related concerns. Factors such as work-life stress, a hectic lifestyle, busy schedules, and improper diet contribute to the rising skin-related problems, leading consumers to seek solutions like overnight face masks. Adequate sleep is crucial for overall health, prompting consumers to turn to skincare products, including overnight face masks. For instance, in 2022, the American Academy of Dermatology Association reported the detection of 97,920 noninvasive and 99,780 invasive melanoma cases in the US, highlighting the growing skin-related issues. Therefore, the demand for overnight face masks is expected to surge to address these concerns.

The growth of e-commerce is anticipated to drive the expansion of the overnight face mask market in the coming years. E-commerce, or electronic commerce, involves the buying and selling of goods and services, as well as the transfer of money or data through electronic networks, primarily the Internet. This platform provides a convenient way to purchase overnight face masks, featuring a wide variety of options and quick delivery. For example, in November 2023, the International Trade Administration, a U.S.-based Department of Commerce, reported that as of January 2021, consumer e-commerce accounted for 36.3% of the total retail market in the UK, with revenue expected to reach $285.6 billion by 2025. Furthermore, e-commerce revenues in the UK are projected to grow at an average annual rate of 12.6% by 2025. Thus, the rise in e-commerce is contributing to the growth of the overnight face mask market.

The rising expenditure on skincare products is expected to fuel the growth of the overnight face mask market in the future. Spending on skincare products refers to the financial resources allocated by consumers for purchasing both essential and luxury skincare items, reflecting their preferences and market trends. This spending can be influenced by factors such as brand reputation, ingredient quality, changes in consumer awareness regarding skincare benefits, and self-care practices. The increasing investment in skincare aligns with the self-care trend, prompting consumers to purchase overnight masks that enhance their nighttime routines and promote skin health. This trend encourages innovation in various formulations, while social media and beauty influencers enhance the visibility and attractiveness of overnight face masks to potential consumers. For instance, in May 2022, a report published by the International Trade Administration, a U.S. Department of Commerce agency, stated that the Canadian cosmetics market generated approximately USD 1.24 billion in revenue. The industry is projected to grow at an annual rate of 1.45%, reaching USD 1.8 billion by 2024. Consequently, the increasing spending on skincare products is driving the growth of the overnight face mask market.

Product innovation is a prominent trend in the overnight face mask market, with companies actively developing new products to meet consumer demands and strengthen their market presence. For example, in January 2022, Kiehl's LLC launched an Overnight Hydrating Face Mask containing 10. 5% squalene to nourish and stabilize the skin barrier, addressing the need for effective skincare solutions.

Major companies in the overnight face mask market are concentrating on creating skin-firming products to secure a competitive advantage. Skin-firming products are skincare formulations designed to enhance the skin's elasticity, firmness, and overall appearance. These products typically contain active ingredients that stimulate collagen and elastin production, improve skin hydration, and refine skin texture. For example, in April 2024, LANEIGE, a South Korea-based cosmetics brand, introduced its new Bouncy & Firm Sleeping Mask. This innovative product is designed to revitalize and firm the skin while boosting moisture and collagen production, utilizing a distinctive Peony & Collagen Complex formula. The mask features a sorbet-like texture and is enriched with 45,000 moisturizing capsules that enhance skin elasticity, increase hydration levels, and reduce the appearance of wrinkles overnight.

In April 2021, L’Oréal, a French-based personal care company, acquired Takami Co. for an undisclosed amount. This strategic move allows L’Oréal to leverage Takami Co. 's expertise in prestigious beauty treatments and omnichannel distribution, complementing L’Oréal's existing brand portfolio. Takami Co., based in Tokyo, operates in the overnight face mask market.

Major companies operating in the overnight face mask market include L'Oréal S. A., Laniege (Amorepacific Corporation), e. l. f. Cosmetics Inc., The Body Shop International Limited, Peter Thomas Roth Labs LLC, Lotus Herbals Pvt. Ltd., Unilever Plc, The Estée Lauder Companies Inc., Amorepacific Corporation, Origins Natural Resources, Inc., Jurlique International Pty Ltd., Farmacy Beauty LLC, Shiseido Company, Limited, The Procter & Gamble Company, Johnson & Johnson Inc., Kao Corporation, Coty Inc., Beiersdorf AG, Neutrogena Corporation, Fresh Cosmetics Limited, Groupe Clarins, Dermalogica Inc., Murad LLC, Mario Badescu Skin Care Inc., First Aid Beauty Limited, Galderma S. A.

Overnight face masks are formulated with ingredients that have the capability to penetrate the skin and are applied before bedtime. These masks are designed to address specific skin issues such as hyperpigmentation, stress, dullness, or uneven skin tone, functioning as both a barrier and sealant.

The primary types of overnight face mask products include creams and gels, as well as sheets. Overnight face mask creams are formulations of medication for topical use with a water base. Distribution channels for overnight face masks encompass hypermarkets or supermarkets, convenience stores, specialty stores, online platforms, and other channels. These products cater to users of all genders, including men, women, and children.

The overnight face mask market research report is one of a series of new reports that provides overnight face mask market statistics, including overnight face mask industry global market size, regional shares, competitors with an overnight face mask market share, detailed overnight face mask market segments, market trends and opportunities, and any further data you may need to thrive in the overnight face mask industry. This overnight face mask market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

Asia-Pacific was the largest region in the overnight face mask market in 2024. North America is expected to be the fastest-growing region in the forecast period. The regions covered in the overnight face mask market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the overnight face mask market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

The overnight face masks market consists of sales of glow masks, hydrating masks, sandalwood & rosewater face mask, fruit masks, and vitamin-based masks. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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