Sales of Facial Masks Outpace Overall Facial Skincare Category Growth in U.S. and Europe, Reports NPD

Port Washington, NY, October 6, 2014 – The NPD Group, Inc., a global information company, reports that sales of prestige facial skincare masks grew in the U.S., UK, Italy, and Spain during the 12 months ending June 2014. This growth helped to drive 2 percent value increases for overall facial skincare sales in both the U.S. and UK, and offset the segment declines in Italy and Spain.

“Masks attract today’s consumers with the promise of immediate results in treating a variety of skin flaws,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc. “New formats, and formulations that address individual needs appeal to the consumer looking to try something different without spending a fortune.”

The segment is still relatively small in size, but masks have had a significant impact on the overall sales of the prestige facial skincare category for the past 12 months, particularly in the U.S. Facial masks significantly outperformed much larger segments, like facial moisturizers.

Broadening the Reach of Skincare Trends

Facial skincare accounts for the majority of total prestige skincare sales in the U.S. and Europe, and plays a strong role in the direction of the overall category.

American and European consumers are increasingly interested in facial skincare with a variety of benefits in addition to anti-aging. Spain has embraced facial masks, and products with benefits targeting eyes and lips. Consumers in the U.S., UK, and Italy are also placing an increased emphasis on the face. In addition to anti-aging, sales of products targeting cleansing, hydration, anti-acne, and toning for the face have increased compared to the 12 months ending June 2013.

“The skincare industry has an opportunity to continue to grow and evolve with this, and other budding categories, through innovative product offerings and messaging,” said Grant. “As we’ve seen with masks, new offerings can be a complement to existing products in a skincare regimen. Creating this connection, addressing the desire for immediacy as well as long-term results, ultimately benefits the total skincare business.”

*Prestige Skincare: Products sold mainly in U.S. Department Stores.

Stay current in your industry

Press Contact

Janine Marshall

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.