my country’s facial mask market is gradually expanding and competition among companies is fierce

Facial masks are one of the subcategories of skin care products. They mainly provide moisture to the skin and have multiple functions such as moisturizing, moisturizing, and deep cleansing. After years of development, the types of facial masks have become increasingly rich and have various classification methods. According to different product functions, facial mask products can be roughly divided into whitening masks, cleansing masks, moisturizing masks, anti-aging masks, special effect masks, etc.; according to different product forms, facial mask products can be roughly divided into peel-off masks, wash-off masks, and powder types. Facial masks, cream masks, patch masks, etc. Among them, patch-type facial masks are the mainstream products on the market.

According to the “my country Facial Mask Industry Market Survey Research Report 2023-2027” released by the Industrial Research Center, in recent years, Chinese residents Spending power is gradually improving, and consumers are increasingly paying attention to skin health issues. As my country’s Internet penetration rate gradually increases, the speed of information dissemination is gradually accelerated, and skin care knowledge is gradually popularized. As one of the basic skin care products, facial masks continue to increase market penetration and demand continues to grow. Against this background, the scale of my country’s facial mask market has shown rapid development. From 2018 to 2022, my country’s facial mask market size will grow from 24.91 billion yuan to 55.62 billion yuan, with an average annual compound growth rate of 22.24%.

At present, facial mask sales channels in my country can be roughly divided into online sales channels such as e-commerce platforms and live broadcasts, and offline sales channels such as official direct stores, beauty stores, and large supermarkets. With the rapid development of my country’s express logistics industry, e-commerce platforms are gradually improving, the number of online shoppers is gradually increasing, and the proportion of facial masks sold through online channels is gradually increasing. In 2022, my country’s facial mask online channel sales will account for 66.20%. Due to the impact of the epidemic, offline channel sales of facial masks in my country have been severely impacted, and the sales ratio has gradually declined. In 2022, my country’s offline sales of facial masks will account for only 33.80%.

At this stage, my country’s facial mask market has low concentration, fierce competition among companies, and has not yet formed a stable competition pattern. The main foreign mask companies include L’Oreal, Amore, Procter & Gamble, Estee Lauder, LVMH, Lingfu, Esif, Vida, etc. Domestic facial mask companies mainly include Bethany, Proya, Xiangyi Herbal, Oshiman, Pechoin, Shangmei Cosmetics, Bloomage Biotech, Fuljia, etc. Because foreign mask companies have higher brand awareness and better product quality, they are mainly concentrated in my country’s high-end market.

Industry analysts said that in the early days, my country’s facial mask companies had low brand awareness, low technical level, and serious product homogeneity. Gathered in the mid- to low-end market. With the gradual rise of facial mask companies in our country, they continue to increase investment in research and development, production technology is gradually improved, and emerging facial mask production technologies such as emulsification, penetration promotion, and freeze-drying are gradually applied. The speed of product updates and iterations continues to accelerate, and market competitiveness gradually increases. High-end market extension.