Masking Beyond Trends

Numbers won't lie: facial masks became the it product for every skin type.
Understand a bit more about the ongoing trend and why good formulas are key

Maria Eugênia Caminha

Instagram selfies, beauty counters, subscription boxes… facial masks are everywhere, in all kinds of shapes and forms. You can find them in sheets, embedded in promising formulas, and also in the usual bottle packaging – the ideal match is very often just a click away. Convenience is key, but the optimal skin look dictates what we buy: no matter what, we all purchase masks in the hopes of achieving an even better complexion. The booming skincare market naturally adapts to consumers all around the world, especially those who demand immediate solutions to long-term issues. Our digital lives bring immediatism and effectiveness and nurture an ongoing impatience – we want results, and they better arrive within 20 minutes or so. Facial masks are here to give us a helping hand, that extra support for when our beauty routines fall short.

Truth is, the market has never been so in tune with those masks selfies even celebrities can’t resist. The data-driven NPD Group exposed impressive numbers: in 2017, Americans spent around $4.350 billion on high-end skincare; followed by a 5% increase in 2018 – a total of $5 billion. Until 2025, the global projection is supposed to expand by more than 4%. Face masks only are supposed to reach $11.37 billion by that year. We are talking way beyond #hashtags over here. It is important to note how a product, which comes across as superfluous to some, reached the spotlight when it comes to the global health and beauty industry. In the UK only, sales for face masks went up 48% in 2018 – an additional 1.1m consumers had an impact on this statistic.

Kantar Worldpanel also proved how men are, more and more, investing in said beauty staples: many may not believe, but 43% more of them are now buyers. This type of product certainly appeals due to its convenience. “There is also a therapeutic element when it comes to using them, mainly if we are talking about sheet masks”, observes Tony Bui, Product Technologist at 111SKIN. “There is also a symbolism in it. We literally cover all of the face with the sheet, remove it after a few minutes and instantly see some difference. There is a joy in the revelation”. Back in 2017, The Cut published an article which traced an interesting analysis between sheet masks and influencer advertising: on Instagram, feeling and looking relaxed – cue masks as key elements in the photos – plays a big role. We keep on seeing masking content all over the social network, from Lady Gaga to Victoria Beckham. If you ever caught yourself trying that kind of selfie, now you understand why.

The truth is, the market has never been so in tune with those mask selfies even celebrities can’t resist. The data-driven NPD Group, a market research company, exposed impressive numbers: in 2017, Americans spent around $4.3 billion on high-end skincare; followed by a 5% increase in 2018 – a total of $5 billion. By 2025, the global projection will increase by more than 4%. We are talking way beyond #hashtags over here. It is important to note how a product, which may be superfluous to some, has reached the spotlight in the global health and beauty industry. In the UK, sales for face masks went up 48% in 2018 – an additional 1.1m consumers joining the growing audience.

Men also are, more and more, investing in these beauty staples, with more than 43% now buyers. This type of product certainly appeals due to its convenience. “There is also a therapeutic element when it comes to using them, mainly if we are talking about sheet masks”, observes Tony Bui, Product Technologist at 111SKIN. “There is also a symbolism in it. We literally cover all of the face with the sheet, remove it after a few minutes and instantly see some difference. There is a joy in the revelation”.

Our collections are rich in actives which target the most common skin problems

However, the interesting bits go way beyond web and influencer trends: we should all try to actually learn a bit more of what we are putting on our skin. Masking can look fun and inoffensive, but remember that your pores are literally absorbing most of whatever substances you are putting on them. Our 111SKIN masks, for example, are enriched with lots of different actives with moisturising, brightening, exfoliant, herbal and mineral properties – and, best of all, zero parabens and petrochemicals are involved in the process.

As we see, masking is definitely here to stay. Not only consumers truly love it, but the skincare market fully backs its growth – we definitely love this. Being savvy and investing on quality, non-harmful formulas are key if you wish to step up your beauty game in the best way possible. Count on us for the journey and happy masking!

Our collections are rich in actives which target the most common skin problems

However, the interesting bits go way beyond web and influencer trends: we should all try to actually learn a bit more of what we are putting on our skin. Masking can look fun and inoffensive, but remember that your pores are literally absorbing most of whatever substances you are putting on them. Our 111SKIN masks, for example, are enriched with lots of different actives with moisturising, brightening, exfoliant, herbal and mineral properties – and, best of all, zero parabens and petrochemicals are involved in the process.

As we see, masking is definitely here to stay. Not only consumers truly love it, but the skincare market fully backs its growth – we definitely love this. Being savvy and investing on quality, non-harmful formulas are key if you wish to step up your beauty game in the best way possible. Count on us for the journey and happy masking!