Popularity of multi-masking trend sees sales of face masks soar

The multi-masking beauty craze has stimulated a 22.8% growth in the sale of face masks over the past year, according to research by analyst The NPD Group.

The face mask market was worth £6million in the 10 months to October 31, 2015, up from £4.9m in the same period of 2014.

Multi-masking – the technique of layering different products on the face to target specific needs of the skin – has grown in popularity since beauty bloggers took to social media to share their experiences of the trend.  

June Jensen, director UK beauty for The NPD Group, said: “Masks have been growing in popularity over the last three years, but it was the Instagram craze for multi-masking that stimulated huge growth in the market. It’s boosting the prestige skincare market by increasing sales, whilst ensuring that customers are exploring new products and experimenting with new lines in different ways.”

Salons have reacted to the trend and are sustaining this unexpected growth by stocking up on specialist products like masks and cleansers, introducing customers to new lines and fostering greater brand loyalty, said NPD. 

Growth was driven by new launches and 22.3% year-on-year rise in unit sales. The average price of facial masks was £31.90 in 2015 compared to £31.80 last year. Hydration masks were the best sellers in the sector.

The research also highlighted the effect social media is having on the industry. Jensen added: “This frenzy of online activity saw consumers spending more on masks so they can experiment with this innovative method. Beauty consumers are increasingly turning to their peers for advice on products and take the lead [from] their online idols.”

Skincare was worth £368m, or 24.1% of the prestige beauty market in 2015.