Why Facial Masks are China's Most Dynamic Beauty and Personal Care Market


Chinese consumers are loving the facial mask game, and according to recent Mintel research, they don’t plan on stopping anytime soon.

According to Mintel…

  • Between 2011 and 2016 the facial mask market grew at with a CAGR of 29%
  • In 2016, the market saw an increase of 26% in growth and sales reached RMB 15,218––up from RMB 12,040 in 2015 (the overall growth rate of beauty and personal care in China was 8%)
  • Mintel estimates China’s facial mask market will grow at a CAGR of 15.8% in value over the next five years and expects to reach RMB 31,746 million by 2021

Jessica Jin, beauty and personal care associate director at Mintel, explained, “The success of online channels has contributed to the growth of China’s beauty and personal care market, and these portals will continue to bring momentum to the wider industry, and especially, the facial masks category in the years ahead. However, there is no strong brand loyalty in the facial masks category as our research shows that there is similar interest among female facial mask consumers to try out premium masks and new brands. Consumers’ growing demand for innovative products will require dynamic and vivid response from facial mask brands.”

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