Sheet Face Masks Market Size & Share [2033]

Sheet Face Masks Market Overview

The Sheet Face Masks Market size was valued at USD 1023.83 million in 2024 and is expected to reach USD 1609.67 million by 2033, growing at a CAGR of 4.8% from 2025 to 2033.

The sheet face masks market has seen an impressive expansion due to evolving skincare routines and increasing demand for on-the-go beauty treatments. In 2024, over 4.1 billion sheet masks were sold globally, indicating a steady rise from 3.5 billion units in 2021. More than 68% of consumers now incorporate sheet masks into their weekly skincare regimens. Asia-Pacific holds a strong grip over global consumption, accounting for 62% of total sales volume, while North America and Europe contribute 18% and 13%, respectively. Online platforms drive about 47% of sales, whereas retail chains capture 42% of transactions.

The average cost per sheet mask ranges between $1.50 and $5.00, depending on ingredients and branding. South Korea remains a significant production hub, producing approximately 1.3 billion units annually, with exports reaching over 55 countries. The market is characterized by rising consumer awareness of clean-label and eco-friendly materials, with nearly 36% of masks now claiming biodegradability. The rise in single-use skincare treatments, convenience factor, and widespread social media marketing has significantly propelled the industry forward. By 2024, more than 2,700 brands were actively competing within this space, offering products targeted toward various skin concerns.

Key Findings

Top Driver reason: Rising demand for self-care and at-home skincare routines due to convenience and affordability.

Top Country/Region: South Korea leads global production and innovation, exporting to over 55 nations with 1.3 billion units manufactured annually.

Top Segment: Hydrating masks dominate usage, comprising 39% of the global sheet mask consumption in 2024.

Sheet Face Masks Market Trends

The sheet face masks market is undergoing transformative changes due to increasing consumer preference for instant skincare solutions. In 2024, more than 41% of women aged 18–34 used sheet masks weekly, up from 36% in 2022. Men's usage has also risen, with 17% of male skincare users incorporating masks into their routine compared to 11% in 2020. Multi-functional masks, offering benefits like hydration, anti-aging, and brightening, are increasingly in demand.

Approximately 29% of sheet masks launched in 2024 featured multi-active ingredient blends, such as hyaluronic acid and niacinamide combinations. Furthermore, more than 22% of newly introduced products claim vegan formulations, responding to the 31% rise in plant-based cosmetic demand. The market has witnessed the emergence of brands offering personalized and region-specific formulations, with 11% of products targeting ethnic skin conditions. Social media and influencer marketing play a pivotal role, with over 60 million sheet mask-related hashtags posted across platforms in 2024 alone. Subscription models have gained traction as well, with 4.7 million users globally subscribing to monthly skincare boxes that include sheet masks. Sustainability trends continue to grow, with over 390 brands now offering biodegradable or recyclable packaging options.

Sheet Face Masks Market Dynamics

DRIVER

Growing Demand for Functional Skincare Products

Increased consumer focus on targeted skincare solutions has elevated the popularity of sheet face masks. As of 2024, 52% of sheet mask buyers reported using the product for hydration, while 28% cited anti-aging benefits. The integration of ingredients like peptides, ceramides, and antioxidants has grown 37% year-over-year. Skin-conscious consumers now demand clinical efficacy, driving manufacturers to conduct clinical trials. A 2023 study showed that 83% of users experienced improved skin hydration within 20 minutes of using hyaluronic acid masks. The accessibility and affordability of sheet masks make them highly attractive across income brackets. Over 75% of drugstores in urban regions stock at least ten different variants of sheet masks, catering to a wide range of skin types and concerns.

RESTRAINT

Environmental Concerns Regarding Single-Use Products

Despite their popularity, environmental criticisms pose a major restraint. Nearly 72% of sheet masks are single-use and non-biodegradable, resulting in around 2.95 billion units of waste annually. Only 14% of masks used in 2024 were made of compostable materials, highlighting a gap in sustainable manufacturing. Governments in Europe and some U.S. states have begun to scrutinize excessive packaging waste, increasing regulatory pressure. A survey in 2023 indicated that 46% of Gen Z consumers expressed hesitance in purchasing single-use skincare products due to sustainability concerns. Brands failing to adopt eco-conscious practices risk losing this growing, environmentally aware customer base.

OPPORTUNITY

Innovation in Bio-cellulose and Smart Masks

The market offers expansive opportunities in advanced materials and tech-enabled skincare. Bio-cellulose sheet masks, made from fermented coconut juice, saw a 21% rise in adoption in 2024. These masks offer superior adherence and hydration retention. Smart sheet masks, equipped with embedded sensors to monitor skin temperature and moisture, are gaining momentum, with over 34 prototype models being tested across 5 countries. Moreover, customizable masks using 3D printing technology were launched by at least 6 startups in 2023. These allow users to scan their face via an app and print a mask tailored to their facial structure and skin condition.

CHALLENGE

Counterfeit and Low-Quality Products

One of the pressing challenges is the proliferation of counterfeit or substandard sheet masks in online markets. In 2023 alone, customs agencies seized over 2.1 million counterfeit skincare items, with sheet masks comprising 18% of these seizures. Poor-quality products pose health risks and damage brand reputation. Additionally, inconsistent product quality from smaller, unregulated manufacturers has led to customer dissatisfaction, with 24% of online reviews in the last year highlighting issues like allergic reactions or poor material quality. Addressing these challenges requires stringent quality control, brand protection, and enhanced consumer education.

Sheet Face Masks Market Segmentation

The sheet face masks market is segmented based on type and application. By type, the market includes hydrating masks, whitening masks, anti-aging masks, and others. By application, the primary users are segmented into male and female categories. This segmentation helps identify target demographics, buying behavior, and product preferences, enabling effective marketing and product innovation strategies.

By Type

Hydrating Mask: Hydrating masks represent the most widely used category, accounting for 39% of market share in 2024. These masks primarily use ingredients like hyaluronic acid and glycerin. Over 1.6 billion hydrating sheet masks were sold globally in 2024, with 47% of consumers using them at least once a week. More than 420 brands produce hydrating masks, offering variations for sensitive, oily, and dry skin types.
Whitening Mask: Whitening sheet masks account for 21% of global demand. In 2024, approximately 840 million whitening masks were sold, primarily in Asia-Pacific, where skin brightening remains a cultural preference. Key active ingredients include vitamin C, niacinamide, and arbutin. South Korea, Japan, and China together contributed 72% of the total whitening sheet mask consumption.
Anti-Aging Mask: Anti-aging sheet masks accounted for 19% of the total market in 2024, with 760 million units sold globally. Peptides, retinol, and collagen are prominent ingredients. Consumers aged 35–55 represent 64% of the buyer base for this segment. These masks often come at a higher price point due to complex formulations.
Others: The ‘others’ category includes detoxifying, exfoliating, and acne-control masks, which together account for 21% of total market consumption. In 2024, nearly 860 million units were sold under this category. Charcoal, tea tree oil, and salicylic acid are commonly used actives.

By Application

Male: Male users account for 23% of the total market, equating to 943 million units sold in 2024. Male grooming adoption has steadily risen, with 61% of urban male consumers in North America and Asia-Pacific now using sheet masks monthly. Key preferences include anti-acne and pore-refining masks.
Female: Female consumers dominate the market, comprising 77% of sales or approximately 3.2 billion units in 2024. Among these, 51% prefer masks offering hydration, while 27% favor anti-aging benefits. Women aged 18–35 represent 58% of this user base.

Sheet Face Masks Market Regional Outlook

The sheet face masks market demonstrates varied growth dynamics across different geographies due to cultural, economic, and lifestyle differences.

North America

In 2024, North America accounted for 18% of global sales, with over 738 million units sold. The U.S. remains the largest contributor in the region, followed by Canada. The U.S. market alone has more than 520 sheet mask brands competing across retail and e-commerce platforms. More than 35% of millennials in the U.S. reported weekly use of sheet masks, with a rising trend in eco-friendly and cruelty-free variants.

Europe

Europe held 13% of the global volume in 2024, with 533 million units sold. France, Germany, and the U.K. dominate regional sales. Organic and dermatologically tested products are gaining traction, with 41% of consumers expressing a preference for clinically validated skincare. The average European consumer uses 2.8 sheet masks monthly.

Asia-Pacific

Asia-Pacific led the market with 62% share, translating to approximately 2.54 billion units sold. South Korea, Japan, and China are major producers and consumers. South Korea alone produced 1.3 billion units, while China consumed over 820 million masks. The popularity of K-beauty drives exports, with over 290 South Korean brands exporting to the U.S., Europe, and Southeast Asia.

Middle East & Africa

This region accounted for 7% of total volume in 2024, amounting to nearly 287 million units. UAE and Saudi Arabia lead usage due to strong retail infrastructure and growing disposable incomes. Nigeria and South Africa are emerging markets, with 29% year-over-year growth in online beauty purchases.

List of Top Sheet Face Masks Companies

P&G
Kose
Estee Lauder
Shiseido
Avon
Sephora Inc.
Innisfree Corporation
Lancome Paris
Decleor Paris
ES Cosmetics
TONYMOLY Co., Ltd.
The Face Shop
Boss Biological Technique Ltd.
BioRepublic SkinCare
It's Skin

Top Two Companies with the Highest Share

Innisfree Corporation: Produced over 350 million units in 2024 with distribution in 31 countries. Known for its green tea and volcanic ash-based masks.

TONYMOLY Co., Ltd.: Exported more than 290 million units in 2024, with 47% of sales through online channels across North America and Europe.

Investment Analysis and Opportunities

The sheet face masks market is seeing strong investment traction, particularly in emerging technologies, eco-friendly packaging, and digital distribution. In 2024, over 180 new investment deals were recorded globally in the skincare and beauty facial segment, with sheet masks accounting for 29% of the capital inflow. Notably, over 70 startups secured funding to launch personalized or organic sheet mask lines. Private equity and venture capitalists actively invest in D2C sheet mask brands, with an average investment ticket size of $3.2 million per brand.

Investors are drawn to the rapid scalability of e-commerce models. Direct-to-consumer brands using Instagram and TikTok advertising have seen 4.5x customer acquisition growth over the past 12 months. Subscription models now make up 12% of total sales, and investors support this format due to its recurring revenue structure and high customer retention rate of 79%.

Another key investment opportunity lies in automation and production scalability. Manufacturers in South Korea and Japan are adopting robotic assembly lines to increase output. For example, a Seoul-based facility reported increasing production from 75,000 to 110,000 units per day after automation. In India, foreign investments contributed to the opening of three new sheet mask manufacturing plants in 2023, each capable of producing 25 million units annually.

Global cosmetics conglomerates are also acquiring niche sheet mask brands. In 2024 alone, 5 acquisitions occurred in Asia and North America. These acquisitions aim to access innovative formulations and loyal consumer bases. With growing environmental concerns, 39% of investment funds are now directed toward brands offering biodegradable materials and waterless serum technologies. There is also a growing investor interest in clean-label and halal-certified product lines, particularly in the Middle East and Southeast Asia.

New Product Development

Innovation is at the forefront of the sheet face masks market, with new product launches focused on sustainability, multifunctionality, and personalization. In 2023–2024, more than 980 new sheet mask SKUs were launched worldwide, with 32% incorporating natural or vegan-certified ingredients. Hydration-focused masks with triple-layered fabric technology saw a 27% increase in shelf presence due to their ability to hold 2.5x more serum.

A key innovation trend is the rise of "second-skin" bio-cellulose masks, which adhere more tightly and allow better absorption. Over 120 brands have adopted this material for premium offerings, with a typical price point of $6–$12 per mask. Additionally, multi-step masks—combining exfoliation, toning, and moisturizing—rose by 31% in 2024. These kits are especially popular in South Korea and the U.S., accounting for 22 million units sold in one year.

Smart skincare integration is also emerging. At least 8 brands introduced masks embedded with microchips or NFC tags, which connect with mobile apps to suggest usage duration or track hydration improvements. Moreover, the customization trend has grown, with brands offering at-home kits that allow consumers to mix their own actives. Approximately 570,000 units of these DIY mask kits were sold in 2024 alone.

Another development involves the use of natural fibers like bamboo, tencel, and banana fiber. Around 310 new products utilized such materials, and customer preference for compostable mask sheets reached 34%. Some manufacturers also explored waterless mask designs, where consumers activate the dry mask using mist sprays before application. These masks reduce weight and logistics costs by 40%, making them ideal for export markets.

Five Recent Developments

TONYMOLY Co., Ltd. launched a new eco-range of sheet masks made with banana fiber and aloe-based serum, selling over 4 million units in 5 months across Southeast Asia.
Innisfree Corporation opened a new automated factory in Jeju Island, South Korea, capable of producing 115,000 units daily, boosting its global supply chain.
Shiseido introduced a premium 3D face sheet mask in Japan, designed to contour facial angles, with 98% consumer satisfaction based on a survey of 2,000 users.
The Face Shop partnered with a biotech firm to produce probiotic-infused sheet masks; the pilot batch sold 1.2 million units within the first quarter of 2024.
P&G entered the sheet mask segment under its Olay brand, launching a retinol-based overnight mask series, which generated over 3 million unit sales within its first 6 months of release.

Report Coverage of Sheet Face Masks Market

The sheet face masks market report offers an in-depth evaluation of industry trends, segmentation, competition, geographical performance, investment insights, and innovation dynamics. It encompasses data from over 45 countries and considers consumption trends across developed and developing economies. In 2024, the total global consumption of sheet masks surpassed 4.1 billion units, with strong uptake across Asia-Pacific, North America, and Europe. The report evaluates over 2,700 active brands and manufacturers, mapping out their product portfolios, regional strategies, and innovation paths.

The study further categorizes the market into key segments based on type and application. Hydrating masks continue to dominate, holding a 39% share, followed by whitening (21%) and anti-aging (19%). The report provides sales volume trends for each category and highlights new entrants that captured significant attention through digital-first models. The male user segment has expanded notably, growing by over 28% from 2021 to 2024, driven by rising male grooming awareness and specialized product launches.

Geographical analysis shows Asia-Pacific as the dominant market, with 62% of global sales, driven by cultural affinity for skincare and strong manufacturing infrastructure. North America and Europe show significant growth due to rising demand for clean, vegan, and cruelty-free products. The report also maps regulations affecting packaging waste, especially in the EU, where 21 countries have issued new guidelines for cosmetic disposables.

Key players like TONYMOLY and Innisfree are profiled in detail, including their unit sales, factory capacities, and product development strategies. Furthermore, the report includes data on over 980 product launches in 2023–2024 and tracks consumer sentiment from more than 4.3 million online reviews. Finally, it assesses investment activities, sustainability transitions, and technological integration across the value chain, making it a comprehensive guide for stakeholders in the sheet face masks market.