Global Facial Wipes Market Assessment, By Skin Type [Normal Skin, Oily Skin, Dry Skin, Acne-Prone Skin, Others], By Purpose [Makeup Removal, Face Cleansing, Others], By Category [Conventional Facial Wipes, Organic Facial Wipes], By Number of Usage [Disposable, Non-disposable], By End-user [Adults, Babies], By Distribution Channel [Online, Offline], By Region, Opportunities and Forecast, 2017-2031F

Global facial wipes market is projected to witness a CAGR of 7.56% during the forecast period 2024-2031, growing from USD 2.95 billion in 2023 to USD 5.29 billion in 2031. The market is witnessing growth due to factors such as an increase in travel and tourism as it serves as a go-to-option for consumers to conveniently refresh themselves without the requirement of water, consumers’ gradual shift toward skincare, leading to the incorporation of facial wipes into their daily skincare regime, and incorporation of special formulation in the facial wipes such as micellar water, exfoliating scrubs, and natural ingredients, appealing to the consumers. Also, there is an increasing trend for the provision of luxury toiletries in hotels for the guests and usage by makeup artists for removal or correction, allowing precise removal of excess products, smudges, and mistakes during the application of makeup.

Additionally, a surge in clean labeled cosmetic facial wipes such as paraben-free and sulfate-free are driving the market growth. Additionally, organic wipes are increasingly gaining popularity among consumers. As per the U.S. Department of Agriculture, any product can be labeled organic if it contains a minimum of 95 percent organic ingredients, excluding salt and water. For instance, in June 2023, Rite Aid launched Ryshi, the brands’ exclusive collection of clean beauty and personal care essentials. The company offers organic facial wipes at an affordable price to consumers.

Moreover, the demand for antibacterial facial wipes for personal care applications has been driving the growth of the facial wipes market by consumers’ gradual shift towards healthy lifestyle and increasing focus on sanitation and cleanliness.

A surge in the online retail platform has been observed for the distribution of facial wipes. It is due to the online retail platforms offering convenience to consumers when purchasing facial wipes from the comfort of their homes. Key players are listing their products at online retails platforms to provide variety to the consumers. For instance, in February 2024, Loved01, launched on Amazon beauty store, offers clean, vegan, and cruelty-free wipes in their offerings to consumers.

Makeup Removing Facial Wipes to Drive the Growth

Makeup removing wipes are gaining popularity over other facial wipes for several reasons. These wipes are a convenient option for cleansing and removal of makeup without the need for cotton and micellar water. They offer a mess-free solution and do not require rinsing, making them an ideal option for usage in situations when there is a lack of access to water.

Furthermore, the availability of makeup cleansing facial wipes in a variety of options, such as for different skin types, unique fragrances, biodegradable, and environmentally friendly options, appeals to consumers and broadens the opportunity for the market to grow.

For instance, in February 2024, Natracare, a brand of Bodywise (UK) Limited, announced the launch of its latest COSMOS organic certified cleansing makeup remover facial wipes. These wipes have received certification from the Environmental Working Group. These cleansing makeup wipes are made of 100 percent certified organic cotton and are infused with organic and natural ingredients, ensuring a mild and effective cleansing experience.

Biodegradable Wipes are Supporting the Market Growth

Biodegradable facial wipes are gaining popularity due to consumers’ increasing awareness about environmental sustainability. The traditional wipes were made up of non-biodegradable materials, such as polyester, which contributes to pollution and harms the marine ecosystem, when not disposed of correctly.  The biodegradable facial wipes benefit the environment as they are made from natural and sustainable materials, such as plant-based fibers, cellulose, and bamboo, which dissolve easily in the environment, without causing any harmful effect. In January 2024, Figure 1 Beauty in collaboration with an Australia-based skincare brand, Conserving Beauty, formulated and introduced Micellar Oil Cleansing Wipes in the United States market. These cleansing facial wipes utilized Conserving Beauty’s patented Instamelt fabric technology, making it a zero-waste product that dissolves in water after usage. Moreover, the packaging of these facial wipes is completely recyclable and compostable in soil.

Additionally, the companies are investing in research and development to create biodegradable formulas, which maintain the effectiveness of the facial wipes while reducing the environmental harm and responding to the consumers’ demand for sustainable skincare options.

Adult Wipes to Dominate the Global Facial Wipes Market Share

Adult facial wipes are gaining popularity over baby wipes as they have greater applicability. Facial wipes for adults can be used for various purposes, including incorporation in skincare routine as they help in cleaning the face before applying other products and makeup removal as it effectively dissolves the makeup without additional cleansing products. Majorly, adults use facial wipes for daily cleansing of face to remove dirt, oil, and impurities from the skin.

Additionally, facial wipes are used by adults for targeting skincare concerns such as hydration, exfoliation, or blemish control with a special formulation, curing skin concern and providing a cleaner and healthier skin.

Additionally, facial wipes serve as a convenient solution for adults to keep their skin refreshed when they return from exercising or long-duration travels.

In June 2021, Incepta Pharmaceuticals Ltd. and Hospicare Limited launched two facial wipes, namely Lumera makeup removing wipes and Viva refreshing wipes. These wet wipes are suitable for all skin types and do not contain alcohol, paraben, or silicone which may cause harmful effects on the skin.

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North America to Hold a Larger Market Share

North America holds a significant share of the facial wipes market globally due to the increasing online penetration of beauty retailers and supermarkets such as Sephora, Ulta, Target, and Walmart. These retailers in the region are increasingly witnessing a rise in the sale of skincare products, which are convenient and versatile, including disposable facial wipes.

Disposable facial wipes are gaining popularity in North America due to several reasons, including convenience, effectiveness, and versatility. They offer a quick and hassle-free solution for the purpose of removing makeup, dirt, oil, and impurities, leaving the skin refreshed after cleansing.

Although, the single-use disposable facial wipes are holding dominance in the market, consumers are gradually shifting towards reusable facial wipes since they are environmentally friendly. Thus, the key players are responding to the changing preference of the consumers and developing sustainable disposable facial wipes which are safe for the environment.

In January 2024, Ditoi Beauty, a brand based in the United States, witnessed a surge in the demand for disposable face towels through a social media platform, TikTok. These single-use facial wipes are designed by the company to provide convenience to the consumers, eliminating the requirement for cleaning wipes before usage. Additionally, the product has been developed addressing the consumers’ concerns of bacterial contamination and environmental impact.

Future Market Scenario (2024 – 2031F)

The market has experienced sharp growth and will continue to grow exponentially in the forecast period. Key players are deploying technologically advanced material, packaging, and formulations of facial wipes, making it sustainable and helping in increasing their functionality.

For instance, in November 2022, Lenzing Group introduced carbon-neutral lyocell fibers under the brand Veocel. The fiber was introduced by the company with an effort to minimize the carbon impact. The company claimed that the production of their carbon neutral Veocel Lyocell fiber made with Eco Disperse technology is a game changer for the manufacturers who are producing eco-friendly facial wipes.

Report Scope

“Facial Wipes Market Assessment, Opportunities and Forecast, 2017-2031F”, is a comprehensive report by Markets and Data, providing in-depth analysis and qualitative and quantitative assessment of the current state of global facial wipes market, industry dynamics, and challenges. The report includes market size, segmental shares, growth trends, opportunities, and forecast between 2024 and 2031. Additionally, the report profiles the leading players in the industry mentioning their respective market share, business model, competitive intelligence, etc.

Report Attribute	Details
Base Year of the Analysis	2023
Historical Period	2017-2022
Forecast Period	2024-2031
Projected Growth Rate	CAGR of 7.56% between 2024 and 2031
Revenue Forecast in 2031	USD 5.29 billion
Segments Covered	Skin Type, Purpose, Category, Number of Usage, End-user, Distribution Channel
Regions Covered	North America, Europe, South America, Asia-Pacific, Middle East and Africa
Key Companies Profile	Johnson & Johnson Consumer Inc., The Procter & Gamble Company, Kimberly-Clark Corporation (Kleenex), Estée Lauder Companies (Clinique Laboratories, LLC), Shiseido Co., Ltd., Unilever PLC, Beiersdorf Inc., L’Oréal S.A. (Garnier LLC), Galderma Laboratories, L.P. (Cetaphil), Clean Skin Club, Ursa Major
Customization Scope	15% free report customization with purchase
Pricing and Purchase Options	Avail the customized purchase options to fulfill your precise research needs
Delivery Format	PDF and Excel through email (subject to the license purchased)

In the report, global facial wipes market has been segmented into the following categories: 

• By Skin Type
  • Normal Skin
  • Oily Skin
  • Dry Skin
  • Acne-Prone Skin
  • Others
• By Purpose
  • Makeup Removal
  • Face Cleansing
  • Others
• By Category
  • Conventional Facial Wipes
  • Organic Facial Wipes
• By Number of Usage
  • Disposable
  • Non-disposable
• By End-user
  • Adults
  • Babies
• By Distribution Channel
  • Online
    • E-commerce Websites
    • Company Owned Website
  • Offline
    • Beauty Retailers
    • Others
  • By Region
    • North America
    • Europe
    • Asia-Pacific
    • South America
    • Middle East and Africa

Key Players Landscape and Outlook

Key players in the market are helping in the growth by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, increasing the base of the customers, and catering to their evolving needs.

The prominent players in the facial wipes market are focusing on a consumer-centric approach, launching products that best suit the needs of the consumers and supporting their objectives. For instance, consumers are increasingly becoming environmentally conscious and seeking products that align with their motives. Thus, in July 2023, Neutrogena, a brand of Johnson & Johnson Consumer Inc., launched compostable facial wipes in partnership with Lenzing Group. These makeup-removing facial wipes are made with 100 percent Veocel plant-based fiber. These wipes can be composted in soil in 35 days, leading to minimized wastage. The major aim of the company was to develop a product that was originally made from synthetic material to a cellulosed-based product.

Key Players Operating in Global Facial Wipes Market are:

• Johnson & Johnson Consumer Inc.
• The Procter & Gamble Company
• Kimberly-Clark Corporation (Kleenex)
• Estée Lauder Companies (Clinique Laboratories, LLC)
• Shiseido Co., Ltd.
• Unilever PLC
• Beiersdorf Inc.
• L’Oréal S.A. (Garnier LLC)
• Galderma Laboratories, L.P. (Cetaphil)
• Clean Skin Club
• Ursa Major

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• How are the markets predicted to develop in the future and what factors will drive or inhibit growth?
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