世界の化粧水市場：2029年までの予測

Report Overview

The global skin toners market was valued at US$1.31 billion in 2023. The market value is expected to reach US$1.73 billion by 2029.

世界の化粧水市場は、2023 年に 13 億 1,000 万米ドルと評価され、2029 年までに 17 億 3,000 万米ドルに達すると予想されています。

Skin toner or simply toner is typically a water-based lotion or tonic that you use after cleansing and before moisturizing. It enhances the skin’s surface, giving it a fresher, smoother, and hydrated look. Toner usually comes in liquid form, even though some toners are formulated as gels or mists also. A toner can be applied on its own or as a part of skin care routine as a step in between washing the face and applying facial moisturizers.

Looking ahead, the skin toners market is expected to continue its growth trajectory for several reasons. One notable aspect of the skin toners market is the growing awareness regarding skincare and protection among the millennial population, across the world, in the recent years. Dermatologists have recommended the use of skin toners to combat all kinds of acne and oil skin-related issues. Furthermore, the increasing use of make-up products including sunscreen among both men and women is expected to have a positive impact on the market growth over the next few years. The market is expected to grow at a CAGR of approx. 4.8% during the forecasted period of 2024-2029.

Market Segmentation Analysis:

By Type: The report provides the bifurcation of the global skin toners market into three types: Treatment Toners, Hydrating Toners, and Exfoliating Toners. The treatment toners segment held the highest share of the market. Treatment toners usually contain ingredients such as niacinamide, salicylic acid, glycolic acids, and natural extracts that assist in treating specific skin conditions. Many specialists recommend these skin toners as a means of treating various skin conditions, including acne and pimples, which is in increasing their demand among individuals with acne prone skin. Furthermore, it is anticipated that the rising awareness of skincare products among young generation would accelerate market expansion.

By Category: The global skin toners market has been further analyzed based on the category: Conventional and Organic. The conventional category held the highest share in the market as the products in conventional skin toners are generally chemical-based and are comparatively cheaper as compared to organic counterparts, making it affordable and easily available among consumers. Increasing beauty consciousness among female population, rising skin care awareness in young population along with regular use of conventional toners to protect skin and maintain skin health, are expected to drive revenue growth in this segment.

By Distribution Channel: The report identifies five segments of the global skin toners market on basis of distribution channel: Supermarkets and Hypermarkets, Health and Beauty Stores, Online Retail, Drugstores and Pharmacies and Others. The supermarkets and hypermarkets segment held the largest share of the market in 2023. Supermarkets and hypermarkets offer significant advantages to consumers, such as freedom of selection, lower prices, and high visibility of international brands, which makes them a suitable platform for all customers of all types of skincare products. Moreover, they offer products at discounted prices in comparison to other stores within the same industry. These factors play a vital role in boosting the adoption rate of skin toners.

By Region: In the report, the global skin toners market is divided into five regions: Asia Pacific (China, Japan, South Korea, India, Australia and Rest of the Asia Pacific), Europe (Germany, France, UK, Italy, Russia, and Rest of the Europe), North America (The US, Canada and Mexico), South America and Middle East and Africa. In 2023, the Asia Pacific region led the skin toners market, propelled by vast population of young consumers in countries like India and China along with rising skin care awareness and increasing income levels. Additionally, companies in the Asia-Pacific region are maintaining their cutting-edge innovation in product development is expected to offer new opportunities are expected to create consumer awareness about skin toners, thus, anticipated to augment the skin toners market growth.

During 2024-2029, the US is forecasted to maintain its lead within North America. Consumers in the US are spending more on cosmetics and personal care products. As a result, their buying habits and patterns are the main elements, directly fueling the adoption of skin toners in the US. The US market is further divided based on the form namely, Fluid and Mist.

Market Dynamics:

Growth Drivers: The global skin toners market growth is predicted to be supported by numerous growth drivers such as increasing beauty consciousness among female population, growing influence of social media, rising income levels, surging preference for organic skincare products, escalating awareness of skincare among all age groups, and many other factors. With increase in the female population worldwide, the concerns about appearance are growing leading to rising demand of skincare products. Furthermore, problems such as pollution and challenging water conditions are blasting the need for such products. A growing number of women are becoming aware of the effects of pollution on the skin. As a result, female customers are more likely to spend money on skincare treatments while they are younger as they aspire to look young and beautiful. Hence, increasing aspiration among the women to look young and beautiful is augmenting the growth of skin toner market, globally.

Challenges: However, the market growth would be negatively impacted by various challenges such as ingredients restrictions & regulatory constraints, product efficacy and misinformation, and threat from counterfeit products, etc.

Trends: The market is projected to grow at a fast pace during the forecast period, due to various latest trends such as surging trend of diversity and inclusivity, accelerating popularity of online shopping and e-commerce platforms, evolving global cosmetics & personal care industry, increasing celebrity endorsements along with availability of innovative and advanced toners, etc. In recent years, there has been a surge in demand for facial toners with added benefits such as anti-aging properties, brightening effects, and pollution protection. Manufacturers are focusing on product innovation to cater to these consumer preferences. Additionally, brands are also introducing facial toner mists with refreshing and cooling properties, aiming to capture the market’s interest in multi-functional and convenient skincare solutions. With the continuous launch of new and effective facial toners, the market is projected to witness promising growth prospects in the coming years.

Impact Analysis of COVID-19 and Way Forward:

The COVID-19 pandemic had an influence on different industries around the world, resulting in travel prohibitions, global lockdown, temporary business closures as well as supply chain and manufacturing disruptions, which in turn had an adverse impact on the sales and marketing efforts of the beauty and personal care industry. Skin toners were not classified as essential products by governments in several countries, which compelled manufacturers to halt the production of these products. However, the pandemic triggered a digital transformation across many industries, including cosmetic and personal care products. In 2021, various economies resumed operations as governments announced relaxations of previously imposed restrictions, which boosted the global marketplace. Moreover, manufacturers were permitted to operate at full capacities, which helped them overcome the demand and supply gaps and other repercussions.

Competitive Landscape:

The global skin toners market is extremely competitive and consists of various global and regional players. Major players in the market are increasingly focusing on expanding their market share by adopting various key development strategies including smart mergers and acquisitions, collaborations & strategic partnerships. The key players in the global skin toners market are:

Estee Lauder Companies Inc.
The Procter & Gamble Company
L’Oréal S.A.
Shiseido Company Limited
Johnson & Johnson
The Clorox Company (Burt’s Bees, Inc.)
Kose Corporation
Unilever PLC
Kao Corporation
Coty Inc.
The Body Shop International Ltd.
Lush Retail Ltd.
Dickinson Brands Inc.

They are also investing in research & development to launch innovative, certified organic, cruelty-free, and vegan products to meet the changing requirements of consumers. For instance, in February 2023, Australian-based Sand & Sky, a developer of skincare and cosmetic products, released their most recent Marshmallow Toner. Its multifunctional strategy fits nicely with the growing trend of customers looking for effective skincare products. If customers like this product, rivals can be inspired to develop and add comparable characteristics to their formulas.

Table of Contents

1. Executive Summary

2. Introduction

2.1 Skin toners: An Overview
2.1.1 Difference Between a Toner & Other Skincare Products

2.2 Skin Toner Segmentation: An Overview
2.2.1 Skin Toner Segmentation

3. Global Market Analysis

3.1 Global Skin Toners Market: An Analysis

3.1.1 Global Skin Toners Market: An Overview
3.1.2 Global Skin Toners Market by Value
3.1.3 Global Skin Toners Market by Type (Treatment Toners, Hydrating Toners, & Exfoliating Toners)
3.1.4 Global Skin Toners Market by Category (Organic & Conventional)
3.1.5 Global Skin Toners Market by Distribution Channel (Supermarkets and Hypermarkets, Health and Beauty Stores, Online Retail, Drugstores and Pharmacies Others)
3.1.6 Global Skin Toners Market by Region (Asia Pacific, Europe, North America, South America, and Middle East and Africa)

3.2 Global Skin Toners Market: Type Analysis

3.2.1 Global Skin Toners Market by Type: An Overview
3.2.2 Global Treatment Skin Toners Market by Value
3.2.3 Global Hydrating Skin Toners Market by Value
3.2.4 Global Exfoliating Skin Toners Market by Value

3.3 Global Skin Toners Market: Category Analysis

3.3.1 Global Skin Toners Market by Category: An Overview
3.3.2 Global Conventional Skin Toners Market by Value
3.3.3 Global Organic Skin Toners Market by Value

3.4 Global Skin Toners Market: Distribution Channel Analysis

3.4.1 Global Skin Toners Market by Distribution Channel: An Overview
3.4.2 Global Supermarkets & Hypermarkets Skin Toners Market by Value
3.4.3 Global Health & Beauty Stores Skin Toners Market by Value
3.4.4 Global Online Retail Skin Toners Market by Value
3.4.5 Global Drugstores & Pharmacies Skin Toners Market by Value
3.4.6 Global Others Skin Toners Market by Value

4. Regional Market Analysis

4.1 Asia Pacific Skin Toners Market: An Analysis

4.1.1 Asia Pacific Skin Toners Market: An Overview
4.1.2 Asia Pacific Skin Toners Market by Value
4.1.3 Asia Pacific Skin Toners Market by Region (China, Japan, South Korea, India, Australia and Rest of the Asia Pacific)
4.1.4 China Skin Toners Market by Value
4.1.5 Japan Skin Toners Market by Value
4.1.6 South Korea Skin Toners Market by Value
4.1.7 India Skin Toners Market by Value
4.1.8 Australia Skin Toners Market by Value
4.1.9 Rest of Asia Pacific Skin Toners Market by Value

4.2 Europe Skin Toners Market: An Analysis

4.2.1 Europe Skin Toners Market: An Overview
4.2.2 Europe Skin Toners Market by Value
4.2.3 Europe Skin Toners Market by Region (Germany, France, UK, Italy, Russia, and Rest of the Europe)
4.2.4 Germany Skin Toners Market by Value
4.2.5 France Skin Toners Market by Value
4.2.6 The UK Skin Toners Market by Value
4.2.7 Italy Skin Toners Market by Value
4.2.8 Russia Skin Toners Market by Value
4.2.9 Rest of Europe Skin Toners Market by Value

4.3 North America Skin Toners Market: An Analysis

4.3.1 North America Skin Toners Market: An Overview
4.3.2 North America Skin Toners Market by Value
4.3.3 North America Skin Toners Market by Region (The US, Canada and Mexico)
4.3.4 The US Skin Toners Market by Value
4.3.5 The US Skin Toners Market by Form (Fluid and Mist)
4.3.6 The US Fluid and Mist Skin Toner Market by Value
4.3.7 Canada Skin Toners Market by Value
4.3.8 Mexico Skin Toners Market by Value

4.4 South America Skin Toners Market: An Analysis

4.4.1 South America Skin Toners Market: An Overview
4.4.2 South America Skin Toners Market by Value

4.5 Middle East & Africa Skin Toners Market: An Analysis

4.5.1 Middle East & Africa Skin Toners Market: An Overview
4.5.2 Middle East & Africa Skin Toners Market by Value

5. Impact of COVID-19

5.1 Impact of COVID-19 on Global Skin Toner Market
5.2 Post-COVID Scenario

6. Market Dynamics

6.1 Growth Drivers
6.1.1 Increasing Beauty Consciousness Among Female Population
6.1.2 Growing Influence of Social Media
6.1.3 Rising Income Levels
6.1.4 Surging Preference for Organic Skincare Products
6.1.5 Escalating Awareness of Skincare Among All Age Groups

6.2 Challenges
6.2.1 Ingredients Restrictions & Regulatory Constraints
6.2.2 Product Efficacy and Misinformation
6.2.3 Threat From Counterfeit Products

6.3 Market Trends
6.3.1 Surging Trend of Diversity and Inclusivity
6.3.2 Accelerating Popularity of Online Shopping and E-Commerce Platforms
6.3.3 Evolving Global Cosmetics & Personal Care Industry
6.3.4 Increasing Celebrity Endorsements
6.3.5 Availability of Innovative and Advanced Toners

7. Competitive Landscape

7.1 Global Skin Toner Market: Recent Developments & Product Launches

8. Company Profiles

8.1 Estee Lauder Companies Inc.
8.1.1 Business Overview
8.1.2 Net Sales By Product Category
8.1.3 Business Strategy

8.2 The Procter & Gamble Company
8.2.1 Business Overview
8.2.2 Operating Segments
8.2.3 Business Strategy

8.3 L’Oréal S.A.
8.3.1 Business Overview
8.3.2 Operating Segments
8.3.3 Business Strategy

8.4 Shiseido Company, Limited
8.4.1 Business Overview
8.4.2 Operating Segments
8.4.3 Business Strategy

8.5 Johnson & Johnson
8.5.1 Business Overview
8.5.2 Operating Segments
8.5.3 Business Strategy

8.6 The Clorox Company (Burt’s Bees, Inc.)
8.6.1 Business Overview
8.6.2 Operating Segments
8.6.3 Business Strategy

8.7 Kose Corporation
8.7.1 Business Overview
8.7.2 Operating Segments
8.7.3 Business Strategy

8.8 Unilever PLC
8.8.1 Business Overview
8.8.2 Operating Segments
8.8.3 Business Strategy

8.9 Kao Corporation
8.9.1 Business Overview
8.9.2 Operating Segments
8.9.3 Business Strategy

8.10 Coty Inc.
8.10.1 Business Overview
8.10.2 Operating Segments
8.10.3 Business Strategy

8.11 The Body Shop International Ltd.
8.11.1 Business Overview
8.11.2 Business Strategy

8.12 Lush Retail Ltd.
8.12.1 Business Overview
8.12.2 Business Strategy

8.13 Dickinson Brands Inc.
8.13.1 Business Overview
8.13.2 Business Strategy

List of Figures

Figure 1: Difference Between a Toner & Other Skincare Products
Figure 2: Skin Toner Segmentation
Figure 3: Global Skin Toners Market by Value; 2019-2023 (US$ Billion)
Figure 4: Global Skin Toners Market by Value; 2024-2029 (US$ Billion)
Figure 5: Global Skin Toners Market by Type; 2023 (Percentage, %)
Figure 6: Global Skin Toners Market by Category; 2023 (Percentage, %)
Figure 7: Global Skin Toners Market by Distribution Channel; 2023 (Percentage, %)
Figure 8: Global Skin Toners Market by Region; 2023 (Percentage, %)
Figure 9: Global Treatment Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 10: Global Treatment Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 11: Global Hydrating Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 12: Global Hydrating Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 13: Global Exfoliating Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 14: Global Exfoliating Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 15: Global Conventional Skin Toners Market by Value; 2019-2023 (US$ Billion)
Figure 16: Global Conventional Skin Toners Market by Value; 2024-2029 (US$ Billion)
Figure 17: Global Organic Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 18: Global Organic Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 19: Global Supermarkets & Hypermarkets Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 20: Global Supermarkets & Hypermarkets Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 21: Global Health & Beauty Stores Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 22: Global Health & Beauty Stores Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 23: Global Online Retail Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 24: Global Online Retail Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 25: Global Drugstores & Pharmacies Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 26: Global Drugstores & Pharmacies Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 27: Global Others Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 28: Global Others Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 29: Asia Pacific Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 30: Asia Pacific Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 31: Asia Pacific Skin Toners Market by Region; 2023 (Percentage, %)
Figure 32: China Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 33: China Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 34: Japan Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 35: Japan Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 36: South Korea Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 37: South Korea Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 38: India Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 39: India Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 40: Australia Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 41: Australia Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 42: Rest of Asia Pacific Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 43: Rest of Asia Pacific Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 44: Europe Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 45: Europe Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 46: Europe Skin Toners Market by Region; 2023 (Percentage, %)
Figure 47: Germany Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 48: Germany Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 49: France Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 50: France Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 51: The UK Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 52: The UK Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 53: Italy Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 54: Italy Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 55: Russia Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 56: Russia Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 57: Rest of Europe Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 58: Rest of Europe Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 59: North America Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 60: North America Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 61: North America Skin Toners Market by Region; 2023 (Percentage, %)
Figure 62: The US Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 63: The US Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 64: The US Skin Toners Market by Form; 2023 (Percentage, %)
Figure 65: The US Fluid and Mist Skin Toner Market by Value; 2019-2023 (US$ Million)
Figure 66: The US Fluid and Mist Skin Toner Market by Value; 2024-2029 (US$ Million)
Figure 67: Canada Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 68: Canada Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 69: Mexico Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 70: Mexico Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 71: South America Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 72: South America Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 73: Middle East & Africa Skin Toners Market by Value; 2019-2023 (US$ Million)
Figure 74: Middle East & Africa Skin Toners Market by Value; 2024-2029 (US$ Million)
Figure 75: Global Female Population; 2018-2023 (Billion)
Figure 76: Global Number of Social Media Users; Jan-2018 – Jan-2023 (Billion)
Figure 77: Advanced Economies and Emerging Market & Developing Economies GDP Per Capita; 2018-2027 (US$ Thousand)
Figure 78: Global Natural & Organic Cosmetics & Personal Care Market; 2021-2028 (US$ Billion)
Figure 79: Global Retail E-Commerce Sales; 2018-2025 (US$ Trillion)
Figure 80: Global Cosmetics & Personal Care Industry; 2021-2027 (US$ Billion and Percentage, %)
Figure 81: Estee Lauder Companies Inc. Net Sales By Product Category; 2023 (Percentage, %)
Figure 82: The Procter & Gamble Company Net Sales by Segment; 2023 (Percentage, %)
Figure 83: L’Oréal S.A. Sales by Business Segments; 2022 (Percentage, %)
Figure 84: Shiseido Net Sales by Segment; 2022 (Percentage, %)
Figure 85: Johnson & Johnson Sales by Segments; 2022 (Percentage, %)
Figure 86: The Clorox Company Net Sales by Segment; 2023 (Percentage, %)
Figure 87: Coty Inc. Net Sales by Business Division; 2022 (Percentage, %)
Figure 88: Unilever PLC Turnover By Operating Segment; 2022 (Percentage, %)
Figure 89: Kao Corporation Net Sales by Segments; 2022 (Percentage, %)
Figure 90: Coty Inc. Net Revenues by Segment; 2023 (Percentage, %)
Table 1: Examples of Major Brands Accepting Diversity and Inclusivity, 2017-2022
Table 2: Global Skin Toner Market: Recent Developments & Product Launches