The Indian skincare market is replete with facial mask brands catering to different types of skin. According to the report Face Mask Market - Growth, Trends, Covid-19 Impact, And Forecasts (2022 - 2027), the face mask market is expected to register a CAGR of 6.46 per cent over the next five years, while Asia Pacific held the largest share in 2021.

Experts say while Indians have always been into face masks made of multani mitti, chickpea flour and turmeric or sandalwood, convenience and awareness of ingredients, especially actives have recently encouraged people to include these in their everyday skincare routine. This trend was further boosted by the Covid-19 pandemic and the rising influencer phenomenon, which piqued people’s consciousness about strengthening every aspect of their physical form and appearance.