Multi-Masking Trend Drives Growth In Prestige Skincare In UK

Multi-masking, an Instagram beauty trend, is helping drive growth in the UK prestige skincare market, with sales of face masks growing 22.8 percent. Although the face mask market only account for 1.6 percent of the total women’s skincare market in the country, the segment was worth £6 million in the year ending October 2015, according to market research firm NPD Group. Also, data from NPD revealed the face mask market experienced steady growth over the past three years; however, growth accelerated in 2015, due to the popularity of multi-masking, a process involving the application of multiple skin masks at the same time to deal with different skincare issues.