Sheet masks trends

Sheet masks trends

We have all felt that a well-chosen mask is an excellent face gift. Masks are becoming the star products of facial beauty routines. They are ideal because are capable of supplying skin deficiencies and providing perceptible benefits in record time, since they leave the skin nourished, hydrated, bright, radiant and awake after use. We are currently seeing a boom in masks of many types, formats and textures. Within this universe, sheet masks are the ones that are presenting the greatest novelty in concepts and benefits. The goal is to include them in our routine and use them at least once or twice a week.


Why are they becoming so popular? This is because they provide benefits in a short time, from 10 to 20 minutes, ease of application, adaptability to different areas of the face, and ease of transportation, among other aspects.


The most common benefits that we see in these products are hydrating, cleansing, exfoliating, balancing, moisturizing, soothing, illuminating, treating acne-prone skin, reinforcing the skin’s defenses and resistance, reinforcing UV protection, and anti-aging benefits, among others. This trend originated in South Korea and is now universal. The most common materials we find are non-woven fabric, cotton, microfiber, cupra, tencel, pulp, lyocell, hydrogels and biocellulose.


The global market for sheet face masks is estimated in US$320 million with a projected CAGR of 8.5% to 2031 and an estimated value of US$714 million. We are experiencing this boom in all countries and regions. Next, we are going to look at some of the most interesting trends in this category.


Cica trend: This trend continues to consolidate and we continue to see novelties related to centella asiatica concepts and that promise benefits of calm and nutrition instantly. 

Diamond masks: We have recently seen the launch of a mask containing diamond powder that reduces blemishes and restores the skin’s radiance, freshness and healthy appearance.

Illuminating, brightening & radiance: We are seeing that these claims are growing in new launches and concepts.

Multi-use: This is a new concept in this category. We are seeing masks in patch format that can be reused up to three times, which has an economic and ecological benefit.

Cryo beauty: New concepts that take advantage of the benefits of immediate cold on the skin.

Masks & Devices: We are seeing mask formats that are compatible with the mechanisms provided by devices, in order to enhance results.

Clays: This is one of the new star protagonists in the trend. We are seeing a huge variety of textures with different types of clay colors and associated benefits. We also see charcoal, enzymes, ceramides and algae.

Biotic masks: The market continues to surprise us with textures and active ingredients that have prebiotic, probiotic and postbiotic benefits. The claims related to this technology continue to grow and we see products with very interesting differentials. The novelty in this type are the probiotic sheet masks that have a special release system of probiotic agents that promote the healthy state of the skin.

CBD & Hemp: The cannabis trend also continues in this category and we see on the market a wide variety of proposals for masks with CBD and hemp derivatives with benefits of hydration, repair and improvement of sensitive skin, among others.

Undermask: Although this trend originated last year in Korea, it is interesting because it is opening the doors to new applications. In March 2021, a Korean company developed a patch to be worn under the cloth mask used to prevent the spread of covid. The benefit is to prevent and treat the effects produced by the continuous use of preventive masks, such as dehydration, maskne, redness and sensitivity, as well as calming the skin and providing a refreshing effect.

AI & 3D-printing: Due to artificial intelligence and 3D printing systems, companies are offering new experiences to users. Thanks to new applications that can be installed on cell phones, people can make a diagnosis of the needs of the skin and with this information, companies can create specialized formulations to treat their needs. In addition, these applications take photographs that can help print more anatomically accurate masks thanks to the creation of multidimensional maps of the face for a more complete wearing experience by achieving, for example, more accurate measurements of the shape of the nose, the space between the eyes, lips, and other features that are unique to everyone. It is also possible print the mask with a higher concentration of active ingredients or with specific technologies for those facial areas that have different needs.

Pores and spots: We can find in the market patches that promise an all-in-one solution for controlling blackheads and clogged pores in the nose area. Three-step routines have even been launched that include the patch, cleansing swabs and soothing strips, suitable for sensitive skin. We also see launches of new pore and oil control patches on the nose, which are worn overnight and are very comfortable to apply.

Body is the limit: We are seeing the decanting of these formats for other areas of the face and body, such as eyelids, lips, neck, hands, feet, legs, buttocks, breasts, nipples and abdomen, among others.


Masks, masks, masks… They are the ideal solution to pamper that partner who is always with you: your skin. They provide the perfect touch of sensoriality and fun with quick results that you need to try and experience. A ready skin is the best canvas to continue with our beauty routine. So after reading this column and with this boom of alternatives, formats and benefits, I invite you to choose a delicious mask and spend 10 to 15 minutes pampering your skin, with good music and why not, with a good wine. In my case, I will look for a hydrating mask, I will listen to the tango “Por una cabeza” and I will enjoy it with a glass of Uruguayan tannat gran reserva. The masks… An oasis of relaxation for your skin that will always help you transform your day and especially your skin! Definitely more opportunities for innovation!

John Jiménez is a pharmacist from National University of Colombia with a master's in sustainable development and specialization studies in marketing, cosmetic science and neuromarketing. He has 30 publications in scientific journals and a book chapter in cosmetic formulation. He has been the recipient of the Maison G. de Navarre Prize (IFSCC USA 2004), Henry Maso Award (IFSCC USA 2016) and best scientific papers at Colamiqc Ecuador 2009, Colamiqc Brazil 2013 and Farmacosmética Colombia 2014. He also has been a speaker at various international conferences in Europe and Latin America. Since 2019, he has written a trends column for In-Cosmetics connect, Since 2013 a trends column for Cosmetics & Toiletries Brazil and since 2020, a column on neuromarketing for Eurocosmetics. He also has authored and co-authored articles and served on the Scientific Advisory Board for Cosmetics & Toiletries magazine. Jiménez additionally served as president of Accytec Bogotá (2017-2019). He joined Belcorp in 2005 and currently is Senior Researcher for skin care, suncare and personal care categories. Before joining Belcorp, he worked in Laboratorios Esko, Whitehall AH Robins and Fresenius Medical Care in Colombia.

Leave a Comment

Your email address will not be published. Required fields are marked *