Face It: Masks and Peels Are In Flux

The beauty industry has for a long time dictated what it means to be beautiful, but we’re seeing a shift as an increasing number of advocates for self-love look at beauty for the purpose of health rather than simply vanity. Along with the increase in popularity of these voices on Instagram and YouTube comes the realization that people of all races, ages and genders can achieve beauty without bombarding their bodies with chemicals and synthetic materials.

This generation is abandoning the “beauty is pain” ideology and causing the beauty industry to offer more gentle products using organic, gluten-free, and vitamin-enriched formulas. The push for compassion towards animals and the planet is also apparent as more companies shy away from animal testing, embrace vegan certification, and build their packaging to be more eco-friendly. Here we will explore the trends that retailers should be aware of.

Trends and Challenges In The Market
Eco-consciousness is a major trend dominating the masks and peels industry. Based on a market research report by Technavio, the global organic personal care products market is expected to experience a compound average growth rate (CAGR) of more than 10% during the 2018-2022 time period (1). We can see a response from manufacturers as many masks and peels are organic, natural and have eco-friendly and plant-based packaging and labels.
Another trend is the increase in packaging and products that are gender-neutral.

Manufacturers are responding to the push to dissolve the lines dividing femininity and masculinity by making beauty products more accessible to men, especially. As a Mintel report states, “Brands will stop targeting consumers based on their age, gender, or body type…”(2) This development is observed in skincare brands such as natural skincare brands Context and Asarai which have made it their mission to remain genderless in their packaging and marketing.

Of course, in this market there are challenges. One of the biggest is the DIY option for consumers. Many who value transparency and products that are cruelty-free, organic, vegan, and natural see great potential in being able to create their own masks and peels in the comfort of their own home. Though this poses a threat to manufacturers, it certainly presents an opportunity for store owners to offer DIY demos, publish DIY mask and peel “recipes” on their blog and social media, and stock products that would allow consumers to get the best ingredients for their at-home recipes.

Hot Products
Now that you know what trends to look for, it’s crucial to be aware of how they manifest in products as well. There are many masks and peels on the market, but which will sell best in your store?

Sheet and Rubber Masks
A trending product is the sheet mask. Due to its easy use and selfie suitability, these masks have been growing in popularity over the past year. They’ve also experienced a lot of growth as they move beyond just the face to include products made for the hands, feet, chest, lips and eyes to provide anti-aging, skin-brightening results. Most products contain top trending ingredients such as charcoal or vitamin C. Rubber masks, made of materials like kelp extract, are also emerging and causing buzz among consumers.

Superfood Masks
As consumers become more aware of the advantage that superfoods have to offer the body on the inside, they began to look at what benefits topical application could offer. Now masks containing spirulina, matcha, kale, spinach, and turmeric can be found in the market. These products offer anti-aging and detoxing benefits to a number of skin types in all ethnicities and age groups.

At-Home Chemical Peels
Chemical peels were once an invasive and even slightly painful method of reducing fine lines and wrinkles and evening skin tone that had to be done in an office by a professional. New superficial, or light, peels are now available. They’re much more gentle and only remove the top layer of skin, yet they are still able to provide the pore tightening, acne scar-erasing benefits of their professional counterpart in the comfort of one’s home. The global chemical peel market is expected to grow 6.85% during the period 2017-2021 (3).
Among the most popular and gentle are enzyme peels which use pineapple, pumpkin, cherry, citrus and papaya extracts to cleanse the skin and improve skin’s texture, tone, and elasticity. WF

1. “Global Organic Personal Care Products Market 2018-2022” https://www.businesswire.com/news/home/20180418005934/en/Global-Face-Masks-Peels-Market-Forecasts-2018-2022
2. “Global Beauty Trends 2018” http://www.mintel.com/beauty-trends/
3. “Global Chemical Peel Market 2017-2021” https://www.360marketupdates.com/global-chemical-peel-market-2017-2021-10610896