Research Summary
Market Size: The global hyaluronic acid mask market size is projected to grow from $1.2 billion in 2023 to $2.8 billion by 2032, at a compound annual growth rate (CAGR) of 9.4%
US Market Dominance: North America is another significant market for hyaluronic acid masks, driven by the growing awareness of skincare benefits and the increasing popularity of at-home beauty treatments
High Growth Rate: The global Hyaluronic Acid Mask market size was valued at USD 7.92 billion in 2024 and is expected to reach USD 24.6 billion by 2032, exhibiting a CAGR of 15.22% during the forecast period
Strong Demand Drivers: rising awareness of skincare, increased beauty care expenditure, and growing demand for organic and natural personal care products
Sheet Mask Dominance: The global sheet face mask market size was valued at USD 2.61 billion in 2024 and is expected to grow from USD 2.71 billion in 2025 to USD 3.76 billion by 2033
Target Demographics: the women segment dominates the market and is expected to continue its dominance during the forecast period. According to market research, the women's segment accounted for nearly two-thirds of the global Hyaluronic Acid Mask market revenue in 2023
Seasonal Patterns: Google Trends data reveals a steady rise in "Face Masks" search volume, peaking at 93 (normalized value) in November 2024... The November 2024 surge in "face mask" searches aligns with holiday gifting trends
What are Hyaluronic Acid Face Masks?
Hyaluronic acid face masks are skincare products designed to deliver intense hydration and anti-aging benefits to the skin. Hyaluronic acid's anti-aging benefits are well-known. It plumps up the skin and minimizes the appearance of wrinkles and fine lines. These masks come in various formats including sheet masks, hydrogel masks, gel masks, and cream masks, each offering unique application methods and benefits.
Product Segments and Categories
The hyaluronic acid face mask market encompasses several key product categories:
Sheet Masks: The most popular format, offering convenience and easy application. A thin, pre-cut sheet mask is soaked in serum and other natural components. The usual materials used to create them are paper, fiber, or thin films that moisturize the skin
Hydrogel Masks: Premium formulations that provide superior hydration. hydrogel masks containing synthetic polymers continue to dominate the market, owing to their growing availability in comparison to natural ones
Gel and Cream Masks: The cream mask/gel mask segment has established itself as the dominant force in the global face mask market, commanding approximately 45% of the market share in 2024
Popular Brands in the Market
Leading brands identified through market analysis include:
Dr. Jart+: An intensely hydrating, innovative two-step treatment mask with cooling Cryo Rubber™ technology and moisturising Hyaluronic Acid
Azure Cosmetics: Korean skincare brand featuring dermatologist-tested formulations
+WIS+: Specialist in hyaluronic acid products with vitamin B5 combinations
BIODANCE: Korean brand focusing on hydrogel technology
COSRX: in December 2024, COSRX launched the Advanced Snail Mucin Glass Glow Hydrogel Mask, the newest addition to its award-winning Advanced Snail line
Market Landscape Overview
Ingredients that help hydrate, moisturize, and boost skin health and glow are the most sought after in a face mask, including hyaluronic acid, vitamin C and retinol. The market is experiencing robust growth driven by increasing consumer awareness of skincare benefits, the rise of K-beauty trends, and growing demand for at-home treatments.
Marketplace Opportunity - Where can Sellers succeed?
Legend - Opportunity Score Range
10 = Highest Opportunity: High buyer sales/demand with low seller competition, making chances of selling success very high
1 = Lowest Opportunity: Low buyer sales/demand with high competition, making market entry challenging
| Marketplace | Opportunity Score (1-10) | Product Segment/Category | Estimated Weekly Unit Sales | Estimated Weekly Revenue ($) | Average Price Range | Key Success Factors |
|---|---|---|---|---|---|---|
| Amazon | 8 | Korean Sheet Masks (Multi-packs) | 15,000-25,000 | $450,000-$750,000 | $15-45 | Prime eligibility, A+ content, review management, Korean beauty positioning |
| 7 | Premium Hydrogel Masks | 8,000-12,000 | $400,000-$600,000 | $25-75 | Premium positioning, clinical claims, influencer partnerships | |
| 6 | Individual/Single-Use Masks | 20,000-30,000 | $300,000-$450,000 | $8-25 | Competitive pricing, subscription model, brand differentiation | |
| eBay | 8 | Wholesale/Bulk Packs | 5,000-8,000 | $150,000-$240,000 | $20-45 | Bulk pricing, international shipping, authentic Korean brands |
| 7 | Rare/Imported Varieties | 2,000-4,000 | $80,000-$160,000 | $25-65 | Unique products, seller reputation, detailed descriptions | |
| Walmart | 7 | Value Sheet Masks | 6,000-10,000 | $120,000-$200,000 | $10-30 | Value positioning, reliable fulfillment, mass market appeal |
| 6 | Travel/Convenience Packs | 3,000-5,000 | $60,000-$100,000 | $12-35 | Convenience packaging, two-day shipping, competitive pricing | |
| Shopify Stores | 9 | Custom/Private Label | 1,000-3,000 | $50,000-$150,000 | $35-95 | Brand storytelling, social media marketing, subscription models |
| 8 | Specialty/Organic Formulations | 800-2,000 | $40,000-$100,000 | $40-120 | Clean beauty positioning, influencer collaborations, direct-to-consumer focus | |
| Target/CVS/Others | 6 | Mainstream Retail Packs | 4,000-7,000 | $80,000-$140,000 | $12-40 | Retail partnerships, category management, promotional support |
Buyer Demand and Keyword Trends Analysis
Main Buyer Personas
Primary Persona - "Skincare Enthusiast Sarah" (35-55 years old)
Values: Anti-aging benefits, proven ingredients, Korean beauty trends
Features Valued: Hydration, plumping effects, convenience of use
Price Sensitivity: Willing to pay premium for quality ($25-75 per treatment)
Shopping Behavior: Researches ingredients, reads reviews extensively
Secondary Persona - "Busy Professional Emma" (25-40 years old)
Values: Convenience, multi-functionality, time-saving solutions
Features Valued: Quick application, visible results, travel-friendly packaging
Price Sensitivity: Moderate ($15-45 per product)
Shopping Behavior: Impulse purchases, subscription preferences
Emerging Persona - "Gen Z Beauty Explorer" (18-30 years old)
Values: Gen Z spending, which is growing twice as fast as previous generations' spending did at the same age, is on pace to eclipse baby boomers' spending globally by 2029
Features Valued: Social media shareability, trendy ingredients, sustainable packaging
Price Sensitivity: Value-conscious but willing to splurge ($10-50)
Shopping Behavior: Influenced by TikTok, Instagram, seeks authentic reviews
Google Trends and Search Volume Data
Primary Keywords (High Search Volume):
"hyaluronic acid face mask" - Google Trends data reveals a steady rise in "Face Masks" search volume, peaking at 93 (normalized value) in November 2024
"Korean sheet mask" - Sustained high interest
"hydrogel face mask" - Growing trend
Rising Search Queries:
Collagen & Hydrating Face Masks: Search volume increased by 9.01% month-on-month in April 2025, with sales rising to 7,600 units
"glass skin mask" - TikTok trend influence
"overnight hydrating mask" - Convenience trend
Seasonal Patterns:
The November 2024 surge in "face mask" searches aligns with holiday gifting trends and potential viral TikTok campaigns promoting DIY or luxury mask kits
Peak seasons: November-December (holiday gifting), January (New Year skincare resolutions), May-June (summer prep)
Consumer Shopping Preferences
Consumers essentially expect every retailer will offer masks, with Ulta Beauty (74%), superstores like Target and Walmart (73%), Sephora (70%), Amazon (67%), brand websites (58%), and drugstores (58%) top of the list
Information Sources:
When she's looking to buy a sheet mask, consumers expect to find information in stores (61%) and via free samples (61%). Online and social sources are also on her radar. Fifty percent expect to find information about masks online (Amazon or elsewhere), Instagram (44%), TikTok (37%), Facebook (34%)
Sources & References
Industry Research Reports
Grand View Research: "Hydrogel Face Mask Market Size And Share Report, 2030"
Grand View Research: "Hyaluronic Acid Market Size & Share | Industry Report, 2030"
Data Intel: "Hyaluronic Acid Mask Market Research Report 2032"
Maximize Market Research: "Hyaluronic Acid Serums Market: Global Industry Analysis and Forecast (2024-2030)"
Precedence Research: "Hyaluronic Acid Market Size to Hit USD 19.94 Bn by 2034"
Consumer Behavior and Trends
McKinsey: "State of the Consumer 2025: When disruption becomes permanent"
NIQ: "Consumer Outlook: Guide to 2025"
Euromonitor: "Global Consumer Trends 2024: Insights and What's Ahead for 2025"
The Benchmarking Company: "What Consumers Want from Skin Care Masks: New Data"
Market Data and Statistics
Statista: Multiple face mask market reports and consumer behavior studies
Straits Research: "Sheet Face Mask Market Size, Share & Future Growth Trends 2033"
Global Market Insights: "Hydrogel Face Mask Market Size & Share Report, 2032"
Beauty Industry Publications
Global Cosmetic Industry: Various market analysis articles
Allure: Beauty trends and product analysis
InStyle: "The 13 Best Face Masks of 2025, Tested and Reviewed"
NBC News: "13 Best Hydrating Sheet Masks of 2025, According to Derms"
E-commerce and Marketplace Data
Amazon product listings and reviews analysis
eBay marketplace statistics
Walmart marketplace information
Various Shopify store analysis
Search and Social Trends
Google Trends data for skincare-related searches
Social media trend analysis platforms
TikTok and Instagram beauty trend reports
This analysis represents market conditions as of July 2025 and is intended for informational purposes to help online sellers make informed business decisions. Market conditions can change rapidly, and sellers should conduct their own due diligence before making significant business investments.