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Electric Face Cleansers Market Research, 2025 | Industry Report

Electric Face Cleanser Market Analysis Report By End Use, By Distribution Channel, By Region And Segment Forecasts From 2019 To 2025

Report ID: MN17619557  |  Published: April 2020  |  No of Pages: 80
Format: Electronic (PDF)  |  Industry: Consumer Goods  |  Publisher: Grand View Research

Industry Insights

The global electric face cleansers market was worth USD 6.9 billion, in 2018. The rise in the number of skin diseases and increasing beauty consciousness among end-users are driving the growth of this market. Further, growing spending on skin treatment and skin care products is positively affecting the market growth.

Air pollution is among the leading causes that deteriorate skin health. Smog caused by air pollution is responsible for wrinkles and skin aging. Increasing cases of skin aging led to a rise in the adoption of skin care products such as body lotions and sunscreen. Electric face cleansers, on the other hand, works as a complete skin care solution. Apart from cleaning the skin, they also unclog the skin pores. These devices work as a multi-purpose tool for skin care as they clean, moisturize and exfoliate the skin. Moreover, massages done by these devices help in improving blood circulation to the skin, which in turn reduces the aging process.

North America electric face cleanser market

Different kinds of electric facial cleansers have different features to suit several skin types. Further, ease of use associated with these devices led to a rise in their popularity among households. Moreover, these devices are battery-operated, thereby making them easier to carry while traveling. Manufacturers are emphasizing on the introduction of innovative products. Clarisonic’s Mia model is based on oscillation technology and it has 300 micro-massage movements per minute. This product helps in removing makeups, dirt and oil efficiently.

Electric facial cleansers are not as popular as other beauty devices such as removal devices or hair styling devices. Further, continuous usage causes product accumulation in the bristles, which is difficult to clean. This product build-up may adversely affect the skin. This factor is projected to obstruct the market growth over the forecast years.

End Use Insights

Among different end-usage, commercial segment held the largest market share with 79.2%, in 2018. The growing application of products in different facial care activities such as spa, bleaching and facial is attributing to the growth of this segment. Skin related issues such as wrinkles, loose skin and scar are common among the old-age population. Like millennials, the geriatric population is also inclined towards personal care. Further, demand for salon based skin treatment products is gaining traction among this age group. Moreover, salon and spa centers extensively use electric skin care devices, which in turn proliferate the growth of this segment.

The personal segment is likely to grow with a significant CAGR over the forecast duration. Rising awareness about the effectiveness of these products is the key factor in boosting its growth. Moreover, a large number of consumers have little or no time to visit salons regularly and they mostly rely on using these products themselves. Consumers find these products cost-effective as compared to the salon. Benefits such as timesaving and cost-efficiency resulted in increasing demand for these products among individual users. Manufacturers, on the other hand, are offering these devices as a complete package that also include creams and lotions. All these factors are collectively expected to supplement the market growth. However, the high cost of premium products is likely to hamper the market growth.

Distribution Channel Insights

Among different distribution channels, the offline segment held the largest market share of 84.1%, in 2018. Users prefer to check electrical devices before making the purchasing decision. This checking is done to ensure if the product is free of functional defects. Further, offline stores demonstrate the usage of these products to their consumers. Moreover, post-sale support provided by offline retailers further encourages customers to choose offline stores over others. Thus, the offline segment is expected to continue its dominance throughout the forecast period owing to the aforementioned reasons.

Global electric face cleanser market

Manufacturers are focusing on having their own salons and retail stores. This factor will strengthen the offline segment further. Recently, in October 2018, Lakme introduced its 400th store in India. Various other companies are following a similar suit.

The online segment is likely to register a CAGR of 6.5% over the forecast duration. Increasing the online beauty store is the major factor attributing to this growth. E-commerce platforms are getting immensely popular owing to improved logistics and social media retailing. Leading e-commerce platforms offer reviews, ratings and price comparison. These factors, in turn, influence the customer buying decision and supplement online sales.

Moreover, the advent of multi-channel retailing led manufacturers to advertise their products through various sites such as social media, e-commerce sites such as Purple and Nykaa. These platforms have bloggers and fashion experts who upload their valuable feedback about products. Thus, innovative advertising strategies are positively affecting the electric face cleanser market growth. 

Regional Insights

North America held the largest market share, in 2018 globally. The majority of these sales were from the United States. Growing focus on personal care, rising skin-related diseases, and growing consumer spending on beauty products are attributing to the growth of this region. The old-age population in North America is becoming increasingly aware of their appearances. This factor is projected to drive the region’s growth. Further, the presence of leading players in the region results in the availability of a wide range of products. Key players conduct surveys regarding the prevalence of skin diseases among the different age groups. These surveys are done to develop innovative skin care solutions. It was noted in a survey that nearly 80% of the youth are prone to acne in North America. Based on such surveys, manufacturers promote awareness among consumers, which in turn fuel the market growth.

Asia Pacific is likely to exhibit the fastest growth rate over the forecast duration. The region is expected to be followed by the Middle East and Africa. Increasing per capita income and rapidly increasing cosmetic industry are projected to drive growth in these regions. Further, the rise in demand for electric appliances from Japan, India and China is expected to bolster the market growth.

COVID-19 Impact analysis

The electric face cleansers market has been negatively affected owing to the outbreak of COVID-19. Owing to the closure of retail outlets across the different part of the world, offline sales have been hit badly. In addition, the pandemic has forced to shut down saloons and beauty parlours, which has resulted in considerably lower demand for the product from the commercial sector. However, with the reopening of various economic activities, the demand for electric face cleaner is anticipated to gain traction over the forecast years. Introduction of cost-effective electric face cleaner product should be the key focus for manufacturers to strengthen their sales.

Electric Face Cleanser Market Share Insights

The market is concentrated in nature as few leading players hold the biggest share in terms of revenue. Further, these leading players are focusing on the acquisition of small players to strengthen their dominance in the market. Product innovation is the other key trend in the market where manufacturers are stressing. Despite all these factors, the market may witness sluggish growth in under-developed countries of Central & South America. Lack of awareness among consumers is the major factor restraining the market growth in this region. 

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa

Report coverage        

Revenue forecast, company share, competitive landscape, growth factors and trends

Country Scope

U.S., Germany, U.K., China, Japan, Brazil, and Saudi Arabia

15% free customization scope (equivalent to 5 analyst working days)

If you need specific information, which is not currently within the scope of the report, we will provide it to you as a part of customization

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Million Insights has segmented the global electric face cleansers market report on the basis of end use, distribution channel, and region:

• End Use Outlook (Revenue, USD Million, 2015 - 2025)
    • Personal
    • Commercial

• Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)
    • Online
    • Offline

• Regional Outlook (Revenue, USD Million, 2015 - 2025)
    • North America
        • U.S.
    • Europe
        • Germany
        • U.K
    • Asia Pacific
        • China
        • Japan
    • Central & South America
        • Brazil
    • Middle East & Africa
        • Saudi Arabia

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