Sales of face masks soar 43% due to popularity of sheet and clay-based masks

The face mask boom shows no signs of slowing down with sales rocketing by 43% in the past eight months, according to data from global information company The NPD Group.

UK sales of prestige face masks have nearly doubled in the period January to August 2017, with clay and mud face masks growing by 121% and sheet masks by 34%. The market is now valued at £10 million.

Researchers believe that consumers embracing the Instagram trends of the Sunday Facial and spa-ing at home are behind the increase. The hashtag #spaathome has been used more than 35,000 times on Instagram, while skincare therapists, bloggers and beauty influencers have been posting about the Sunday Facial.

“The concept of creating personalised home spa rituals is not necessarily new. What is different is how this trend is being driven by social media,” says Helen Duxbury, senior account manager, NPD UK Beauty.

“We’re seeing huge growth in skincare products that are central to any spa facial in the home. Influencers, bloggers and beauty editors alike are sharing their stories as part of the Sunday Facial trend, where participants share their skincare facial regime and results online. This is boosting the sales of face masks, hair masks, facial oils and overnight treatments.”

Sales of prestige facial skincare has also risen, reporting growth of 7% in the same period and resulting in sales of £282m, the report found. Cleansers sales grew by 6%, toners 10%, moisturisers 7% and facial oils 13%.

Duxbury adds: “The popularity of skincare products to create an at-home spa ritual have had a big impact on the prestige beauty market. We have witnessed the emergence of face masks as a niche skincare segment that has proved hugely popular with consumers.

“This not only boosts the retail offering for brands, it also engages consumers on a deeper level with the brand and its story.”

Another recent report also revealed that UK beauty consumers are spending big on sheet masks.