in-cosmetics Asia puts the spotlight on face mask innovation

By Natasha Spencer

- Last updated on GMT

in-cosmetics Asia face mask

Related tags Skin care Facial mask Skin Hong kong

Face masks have become big news throughout Asia, offering consumers a convenient DIY skin care treatment that helps to improve the appearance of pores, remove excess oil and hydrate the skin.

Face mask focus

As facial masks continue to rise in popularity, this year’s in-cosmetics Asia — which takes place between 31st October - 2nd November in Bangkok— will feature a spotlight on facial mask products and recent cutting-edge modifications helping to expand the industry.

In its latest press release, in-cosmetics Asia reveals that ‘masking’ was the most searched-for skin care term earlier in 2017, according to Google statistics.

As a result, manufacturers are currently applying advanced and unexplored methods, using textures and materials, to transform face mask production.

Research provider, Transparency Market Research found that in 2015, the global sheet face masks market reached $160.4mn (€136.7 mn) in 2015. With an anticipated year-on-year growth of 8.7% from 2016 to 2024, the industry is set to hit $336.7mn (€287.1mn) by the end of 2024.

Indonesia and China tipped for success

In Asia-Pacific (APAC), Indonesia and China are expected to be leading regions. South American markets, Brazil and Argentina, are also set to vie for competition in the coming years.

An active presence of manufacturers in these regions, along with changing lifestyles, stronger economies and rising disposable incomes In Indonesia and China are expected to contribute towards the growth of the facial sheet mask segment in Asia.

In-cosmetics Asia is planning a spotlight on facial masks platform to explore the emerging players, products and developments to come from global skin care manufacturers, ingredient suppliers and markets.

Supporting research

Global intelligence company, Mintel, reports that 88% of urban females in China between 30-39 years of age used a sheet mask in the six months to April 2017, highlighting its uptake rate in one of the hotly-tipped markets for facial masks: China.  

Three-quarters of those asked also stated that they had used sleeping masks overnight, along with a further 69% who announced they had applied sheet masks in the evening.

Breaking ground

Innovative ingredients are taking shape in Asia, with distribution crossing markets. Snail cream produced in Korea, for example, has proved popular with Hong Kong skin care consumers. This usage comes as cosmetics shoppers in Hong Kong are investing in their skin care regimes by utilising sheet masks twice a week, compared to once, which was recorded a few years ago.

Facial masks that contain anti-ageing and healing properties are resonating strongly with Singaporean buyers looking for extra benefits from their skin care routines. These facial masks also contain value-added ingredients such as argan oil serum, green tea extract, Vitamin C and Mandelic acid.

Facial mask uptake

Convenience is a strong priority for consumers, particularly in China. As such “the popularity of sheet masks remains high and will continue to do so as a result of the product’s ability to offer consumers different skin care benefits in a convenient manner and short turnaround time,”​ reveals Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel.

Emotions and the sensory experience have become a primary feature in product and shopping experiences in Asia. The facial mask market has adopted this trend and has seen watermelon in sheet masks becoming an innovative ingredient.

It “has captured the imagination of manufacturers and consumers alike for the implied sensation of refreshing coolness,”​ in-cosmetics Asia announced in its recent press release.

Clean applications are also proving a hit with DIY sheet mask adopters, who are opting for clay masks in sheet format over their traditional variant. These create less mess and offer multiple benefits, maximising usability.

Facial mask innovations

There will be a number of companies showcasing their latest ingredient applications at this year’s in-cosmetics Asia:

  • The Biobenefity ingredient by Ichimaru Pharcos aims to protect the skin from damage received from environmental stressors such as UV, which can lead to pigmentation and ageing. It contains the active component, Cynaropicrin, to manage the activity of Nf-kB in skin cells.
  • PoreAway by Mibelle Biochemistry has also been found to prevent the 5alpha-reductase type I, which typically causes the production of sebum. It strives to overcome signs relating to acne, the appearance of open pores and oily skin.

For more information, visit​.

Related news

Show more

Related products

show more

Exosomes: Passing Trend or Transformative Reality?

Exosomes: Passing Trend or Transformative Reality?

Content provided by Naolys | 23-Feb-2024 | Sponsored Link

Exosomes, microscopic vesicles naturally present in abundance within Plant Cells, have garnered significant attention within the scientific and cosmetic...

Give collagen and your products a boost

Give collagen and your products a boost

Content provided by Lycored SARL | 14-Feb-2024 | White Paper

Lumenato, Lycored’s scientifically supported proprietary wellness extract, gets to work quickly complementing and protecting the structural benefits of...

Follow us


View more



Beauty 4.0 Podcast