Face Mask Usage Trends: Key Insights
Let’s take a look at what our Beauty Buddies have to say on the subject.
Face masks have become an essential step in many beauty routines, offering everything from quick hydration boosts to targeted treatments for specific skin concerns. But how are consumers really using them today? At Beauty Buddy, we’ve gathered insights from our community to uncover the latest face mask usage trends—what types of masks people are reaching for, how often they’re using them, and what drives their choices. For beauty brands, these findings highlight evolving consumer needs and expectations, providing valuable direction for product development, marketing strategies, and customer engagement.
Usage Frequency: Regular Routine Integration
43% of respondents use face masks or targeted treatments 2–3 times a week, showing that regular but not daily usage is the most common skincare habit.
Meanwhile, 26% use them once a week, and 16% only occasionally. A smaller group, 15%, apply them daily, while just 2% rarely use such treatments.
This indicates that most users integrate face masks or targeted treatments into their routines at least once a week, suggesting a strong interest in maintaining consistent skincare care.
Product Preferences: Sheet Masks Dominate
Sheet masks lead significantly at 86%, followed by cream masks at 62%. The popularity of overnight masks (59%) indicates consumer preference for convenient, leave-on treatments that work whilst sleeping.
Skin Concerns: Anti-Ageing Takes Priority
Respondents shared the key skin concerns they aim to address with masks or treatments. The majority are focused on fine lines, with 74% targeting this issue, followed closely by 71% who use masks to combat dullness. Dryness is a concern for 65%, while pigmentation and acne or breakouts are targeted by 44% and 41% of respondents, respectively. Redness and sensitive skin are less commonly addressed, with 26% of participants seeking treatments for these concerns. This highlights how anti-aging and revitalising benefits remain top priorities for many mask users.
Consumer Behaviour: Discovery and Brand Loyalty
Discovery Channels
When it comes to discovering new masks or treatments, respondents rely on a variety of sources. Social media is the most popular, with 62% discovering products this way, followed by samples and beauty boxes at 59%. Online reviews influence 51% of participants, while Beauty Buddy is a source for 49%. In-store browsing attracts 39%, and recommendations from friends and family guide 38% of respondents. This shows that both digital platforms and hands-on experiences play a significant role in how people find new skincare products.
Brand Loyalty
When asked about their go-to brand or product for masks and treatments, the majority of respondents like to explore new options, with 40% trying new products all the time and 37% switching between a few favourites. A smaller portion, 9%, have a single favourite product they always return to, while 8% are still searching for their ideal option. Only 6% said they don’t have a go-to at all, and just 1% prefer natural or DIY masks. This suggests that most users enjoy experimenting and discovering new skincare products rather than sticking to one brand.
Key Purchase Drivers
When it comes to what they look for in a mask or treatment, 77% prioritise results after the first use, followed by 55% who want it to be quick to use, 54% who look for gentle ingredients, 51% who value affordability, 34% who prefer cruelty-free or vegan options, and 27% who care about sustainable packaging.
Usage Patterns and Preferences
When asked about when they usually apply face masks or treatments, 48% of respondents said in the evening, 33% apply them whenever their skin needs it, 14% during self-care time, 6% in the morning, and only 1% before a special event.
Application Duration
When asked about their preferred mask type, 33% of respondents said it depends on their mood, 25% preferred masks that take 10–20 minutes, 22% had no preference, 11% preferred masks under 10 minutes, and 10% preferred masks that take over 20 minutes. Only 1% mentioned an all-time favourite mask or treatment.
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We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
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