Marie Redding, Associate Editor12.29.16
Face masks, although they aren’t a completely new product category, have never been as popular as they are now. The recent K-beauty phenomenon has increased their popularity, enormously. Add social media to the mix, and the mask category is on track to grow further, experts say.
According to Euromonitor’s research, the face mask is a prominent part of a Korean beauty regimen. Euromonitor states in a recent report, “The Face Mask category was the fastest-growing category in the U.S. skin care market in 2015.” The company says the market grew by 11% - and this growth is expected to continue.
A strong growth driver, Euromonitor says, was the “sheet mask selfie” trend, which was hugely popular recently on Instagram, Facebook and Twitter - even with celebrities.
Expanding the Face Mask Category
Many beauty brands - from the most obscure Korean Indie brand to Estee Lauder - are marketing all types of face masks, in all types of packag
According to Euromonitor’s research, the face mask is a prominent part of a Korean beauty regimen. Euromonitor states in a recent report, “The Face Mask category was the fastest-growing category in the U.S. skin care market in 2015.” The company says the market grew by 11% - and this growth is expected to continue.
A strong growth driver, Euromonitor says, was the “sheet mask selfie” trend, which was hugely popular recently on Instagram, Facebook and Twitter - even with celebrities.
Expanding the Face Mask Category
Many beauty brands - from the most obscure Korean Indie brand to Estee Lauder - are marketing all types of face masks, in all types of packag
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