The Global Skin Toner Market size is expected to reach $2.2 billion by 2031, rising at a market growth of 10.1% CAGR during the forecast period. In the year 2023, the market attained a volume of 139.93 million units (100ml), experiencing a growth of 6.2% (2020-2023).
Consumers in North America are increasingly seeking premium and specialized skincare solutions, such as toners with anti-aging, hydrating, or exfoliating properties, to address specific skin concerns. Hence, the North America segment recorded 29% revenue share in the market in 2023. In terms of volume, in this region, 35.92 million units (100ml) of skin toners are expected to be utilized by the year 2031. The region's well-established beauty and personal care industry and a strong focus on self-care and wellness have led to significant demand for skincare products, including toners. Moreover, the growing popularity of clean beauty and natural ingredients has encouraged consumers to invest in toners formulated without harsh chemicals, further contributing to revenue growth.
Skin toners are valued for their ability to tighten pores and remove residual impurities that may be left after cleansing. Toners facilitate the skin's ability to absorb subsequent skincare products, including serums and moisturizers, by eliminating dirt, makeup, and excessive oil traces. This makes toners an important step in optimizing the effectiveness of the entire skincare regimen. Additionally, Beauty influencers and skincare enthusiasts have been instrumental in creating a positive perception of toners among consumers. Influencers like Hyram Yarbro, who gained fame on YouTube and TikTok, often discuss the benefits of specific toner ingredients, such as witch hazel for oil control or rose water for calming irritation. Hyram’s focus on affordable and effective skincare has led many followers to consider toners an essential part of their routines, particularly those targeting specific skin concerns like acne or dryness. Hence, the increasing consumer awareness of skincare benefits and actively influenced purchasing decisions has significantly contributed to the growth of the skin toner market.
However, one of the primary ingredients that raises concerns is alcohol, commonly found in toners due to its ability to remove excess oil and provide a temporary tightening effect. Nevertheless, alcohol can also deplete the skin of its natural hydration, resulting in dryness, irritation, and a compromised skin barrier. For individuals with dry or sensitive skin, alcohol-based toners can exacerbate these issues, causing redness and discomfort. As a result, many consumers are now seeking alternatives that do not contain alcohol, limiting the demand for traditional toner formulations. Hence, the lingering concerns around harmful ingredients continue to hinder the growth of the skin toner market.
Consumers in North America are increasingly seeking premium and specialized skincare solutions, such as toners with anti-aging, hydrating, or exfoliating properties, to address specific skin concerns. Hence, the North America segment recorded 29% revenue share in the market in 2023. In terms of volume, in this region, 35.92 million units (100ml) of skin toners are expected to be utilized by the year 2031. The region's well-established beauty and personal care industry and a strong focus on self-care and wellness have led to significant demand for skincare products, including toners. Moreover, the growing popularity of clean beauty and natural ingredients has encouraged consumers to invest in toners formulated without harsh chemicals, further contributing to revenue growth.
Skin toners are valued for their ability to tighten pores and remove residual impurities that may be left after cleansing. Toners facilitate the skin's ability to absorb subsequent skincare products, including serums and moisturizers, by eliminating dirt, makeup, and excessive oil traces. This makes toners an important step in optimizing the effectiveness of the entire skincare regimen. Additionally, Beauty influencers and skincare enthusiasts have been instrumental in creating a positive perception of toners among consumers. Influencers like Hyram Yarbro, who gained fame on YouTube and TikTok, often discuss the benefits of specific toner ingredients, such as witch hazel for oil control or rose water for calming irritation. Hyram’s focus on affordable and effective skincare has led many followers to consider toners an essential part of their routines, particularly those targeting specific skin concerns like acne or dryness. Hence, the increasing consumer awareness of skincare benefits and actively influenced purchasing decisions has significantly contributed to the growth of the skin toner market.
However, one of the primary ingredients that raises concerns is alcohol, commonly found in toners due to its ability to remove excess oil and provide a temporary tightening effect. Nevertheless, alcohol can also deplete the skin of its natural hydration, resulting in dryness, irritation, and a compromised skin barrier. For individuals with dry or sensitive skin, alcohol-based toners can exacerbate these issues, causing redness and discomfort. As a result, many consumers are now seeking alternatives that do not contain alcohol, limiting the demand for traditional toner formulations. Hence, the lingering concerns around harmful ingredients continue to hinder the growth of the skin toner market.
Driving and Restraining Factors
Drivers- Increasing Consumer Awareness of Skincare Benefits
- Influence of Social Media and Beauty Influencers
- Increasing Penetration of E-commerce
- Concerns about Harmful Ingredients
- High Competition from Substitutes
- Expansion of Male Grooming Segment
- Rising Popularity of Customized and Specialized Toners
- Consumer Skepticism Over Product Efficacy
- Rising Preference for Natural and Minimal Skincare Regimens
Form Outlook
Based on form, the market is bifurcated into fluid and mist. The mist segment procured 32% revenue share in the market in 2023. In terms of volume, 82.53 million units (100ml) of skin toner in mist form is expected to be utilized by the year 2031. Among individuals with hectic schedules, mist toners are particularly popular due to their quick and refreshing method of hydrating and revitalizing the complexion throughout the day. The mist form allows even product distribution, providing a lightweight, non-greasy finish ideal for on-the-go use or layering over makeup. The rising demand for travel-friendly skincare products has also driven the popularity of mist toners, as they are easy to carry and apply whenever needed.Product Outlook
On the basis of product, the market is classified into organic and conventional. The conventional segment acquired 78% revenue share in the market in 2023. In terms of volume, 209.25 million units (100ml) of conventional skin toner are expected to be utilized by the year 2031. This dominance can be attributed to the larger female consumer base and women's greater inclination to maintain comprehensive skincare routines. The rising awareness of skincare benefits also drives the demand for toners among women, the popularity of multi-step routines, and the influence of beauty influencers promoting toner use as an essential step for achieving healthy and glowing skin.
Gender Outlook
By gender, the market is divided into men and women. The men segment garnered 17% revenue share in the market in 2023. In terms of volume, 48.20 million units (100ml) of skin toner is expected to be utilized by men by the year 2031. More males are integrating skincare products, such as toners, into their routines as a result of the increasing emphasis on self-care and the evolving societal norms. Men are becoming more aware of the benefits of toners, such as oil control, pore tightening, and post-shave soothing, which has driven the demand for gender-specific toner products.Distribution Channel Outlook
Based on distribution channel, the market is segmented into hypermarkets & supermarkets, convenience stores, specialty stores, online, and others. The hypermarkets & supermarkets segment procured 36% revenue share in the market in 2023. In terms of volume, 85.50 million units (100ml) of skin toner are expected to be sold through hypermarkets & supermarkets by the year 2031. The reason for this is primarily the pervasive presence of supermarkets and hypermarkets, which offer consumers the convenience of purchasing skincare products in addition to their regular groceries and household items.Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific segment witnessed 35% revenue share in the market in 2023. In terms of volume, 183.90 million units (100ml) of skin toners are expected to be utilized by this region by the year 2031. Consumers in countries like South Korea, Japan, and China are highly invested in skincare, seeking products that promote healthy, radiant, and youthful skin. The demand for toners that cleanse, hydrate, and safeguard the skin has also been driven by the increase in disposable incomes, urbanization, and exposure to environmental pollutants.List of Key Companies Profiled
- L'Oréal S.A.
- Pacifica Beauty LLC
- Unilever PLC
- Kao Corporation
- NAOS
- The Estee Lauder Companies, Inc.
- Johnson & Johnson
- Pierre Fabre S.A
- Amway Corporation
- The Procter & Gamble Company
Market Report Segmentation
By Form (Volume, Thousand Units, USD Billion, 2020-2031)- Fluid
- Mist
- Conventional
- Organic
- Women
- Men
- Hypermarkets & Supermarkets
- Specialty Stores
- Online
- Convenience Stores
- Other Distribution Channel
- North America
- US
- Canada
- Mexico
- Rest of North America
- Europe
- Germany
- UK
- France
- Russia
- Spain
- Italy
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- South Korea
- Australia
- Malaysia
- Rest of Asia Pacific
- LAMEA
- Brazil
- Argentina
- UAE
- Saudi Arabia
- South Africa
- Nigeria
- Rest of LAMEA
Table of Contents
Chapter 1. Market Scope & Methodology
Chapter 2. Market at a Glance
Chapter 3. Market Overview
Chapter 4. Global Skin Toner Market by Form
Chapter 5. Global Skin Toner Market by Product
Chapter 6. Global Skin Toner Market by Gender
Chapter 7. Global Skin Toner Market by Distribution Channel
Chapter 8. Global Skin Toner Market by Region
Chapter 9. Company Profiles
Companies Mentioned
Some of the key companies profiled in this Skin Toner Market include:- L'Oréal S.A.
- Pacifica Beauty LLC
- Unilever PLC
- Kao Corporation
- NAOS
- The Estee Lauder Companies, Inc.
- Johnson & Johnson
- Pierre Fabre S.A
- Amway Corporation
- The Procter & Gamble Company
Methodology
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