Skin Toner Market Size, Share & Trends Analysis Report By Skin Type (Normal skin, Sensitive skin, Oily skin, Dry skin, Acne-Prone skin, Mature skin, Combination skin), By Product Type (Organic, Acidic), By End-Users (Baby, Male, Female), By Sales Channel (B2B, B2C) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2024-2032

Market Overview

The global skin toner market size was valued at USD 1,217.4 million in 2023. It is estimated to reach USD 1,602.3 million by 2032, growing at a CAGR of 3.1% during the forecast period (2024–2032).

Skin toner is a skincare product that is used on the skin after cleansing but before moisturizing. It is designed to eliminate any lingering impurities, regulate the skin's pH, and prepare the skin to better absorb future skincare products. Toners are usually liquid-based and can be used with cotton pads, spritzed directly on the face, or even with your hands.

Growing awareness of skin care and protection among the global millennial population drives the skin toner market growth. Dermatologists recommend using skin toners to treat a variety of acne and oily skin conditions. Furthermore, the increasing usage of make-up products, including sunscreen, by both men and women is likely to boost market growth in the coming years.

Market Dynamics

Global Skin Toner Market Drivers

Increasing Disposable Income

Growing worldwide discretionary income levels contribute to increased spending on personal care and cosmetic products, particularly skincare items such as toners. Individuals with increased financial stability are more inclined to spend on quality skincare items and build comprehensive skincare routines. According to the International Monetary Fund, the global GDP per capita is 13.87 thousand US dollars. Beauty and personal care has proven to be more resilient than other non-essential consumer goods industries, notwithstanding the impact of COVID-19. The United States leads the global beauty and personal care market revenue, with USD 98 billion, followed by China (USD 67 billion). The United States also tops the globe in skin care revenue, at USD 23.6 billion, followed by Japan (USD 21.8 billion).

As disposable money rises, consumers increasingly prefer premium and luxury skincare brands that provide sophisticated formulations, appealing packaging, and a better overall experience. Expanding product lines and entering developing markets are effective ways to gain a portion of the growing worldwide skin toner market trend.

Rising Skincare Awareness

The growing knowledge and education about skincare routines and the need to maintain healthy skin drive demand for skincare products such as toners. Consumers are becoming more aware of the benefits of utilizing toners as part of a full skincare routine, resulting in increasing adoption rates. The skincare business has seen increased educational content via various outlets, including social media platforms, beauty blogs, and online tutorials. For example, social media can impact skincare habits and shopping decisions. Studies show how skin is portrayed on social media might influence the skincare practices of pre- and mid-pubescent viewers.

Furthermore, 76% of people believe social media has a beneficial effect on skincare. According to WGSN, Google Trends data showed a 61% increase in skincare search interest over the previous year. A 2023 global consumer poll found that approximately 40% of Gen Z want gender-neutral beauty products. Gen Z-centric skincare firms also strive to eliminate the stigma associated with mental health in young people. Acne and excess sebum are common puberty issues, and Gen Z's social media posts frequently address them. Most entries focus on acne-prevention products, particularly low-cost options offered in pharmacies. Consequently, these factors are projected to fuel the demand for skin toner throughout the forecast period.

Global Skin Toner Market Restraints

Skin Sensitivity Issues

Skin sensitivity concerns are a significant constraint on the skin toner market. Some people may develop irritation, redness, or allergic reactions in response to popular toner ingredients. Harsh chemicals or perfumes can irritate those with sensitive skin, making them hesitant to add toners to their skincare regimes.

According to the American Academy of Dermatology (AAD), 45.61% of males and 44.68% of women identify as sensitive. According to the AAD, sensitive skin may sting or burn after using goods. Sensitive skin is frequently connected with dry skin, a fair complexion, sensitivity to environmental and climatic variables, and cosmetics. According to the AAD, skin disease affects 84.5 million Americans, or one out of every four. According to the National Eczema Association, sensitive skin disorders like eczema impact a large proportion of the population. Individuals with eczema may be more susceptible to unpleasant responses to skincare products, especially toners.

Global Skin Toner Market Opportunity

Growing Demand for Natural and Organic Products

The growing demand for natural and organic skincare products creates a massive opportunity for the skin toner market. Consumers choose products with clean and sustainable formulations that are free of harmful chemicals and synthetic substances. Korean beauty products are popular among organic buyers because most are made with natural materials. Today, organic Korean skincare products frequently contain plants, fermented foods, and other components that produce visible benefits. 

According to the Soil Association's 2023 Organic Beauty and Wellbeing Market Report, the market for certified organic and natural goods expanded by 6.8% in 2022, totaling Euro 147.63 million. This represents the market's 12th consecutive year of growth. In addition, according to a Nielsen survey, 48% of US consumers actively seek natural or organic cosmetics and personal care products. This consumer behavior emphasizes the importance of natural and organic trends in the skincare sector. Furthermore, the availability of vegan items like witch hazel, elderflower, and tea tree oil, among others, is expected to enhance global demand for skin toners.

Regional Analysis

The global skin toner market analysis is conducted in North America, Europe, Asia-Pacific, the Middle East and Africa, and Latin America.

North America Dominates the Global Market

North America is the most significant global skin toner market shareholder and is estimated to grow at a CAGR of 3.3% over the forecast period. North America, led by the United States, is expected to have the largest market share. A robust beauty and personal care product industry and a high purchasing power parity are two key elements contributing to the region's market domination. The US color cosmetics market is anticipated to rise by 10.1% in 2023, exceeding pre-pandemic sales. Consumers in this age range have significant purchasing power and are more concerned with how they seem in public, which is one of the reasons why the industry will expand enormously in this region. A November 2022 survey found that Americans spend an average of USD 722 yearly on their appearance, including skincare. 40% of facial skincare users reported using the items more frequently, with women using an average of 5 skincare products daily.

Furthermore, according to the Observatory of Economic Complexity, the United States had the largest share of global imports of powder puffs and pads for cosmetic applications, accounting for 16.1%. Europe is another region that will have a significant market share. The long winters in economies such as Spain, France, and Italy make this region an excellent venue for selling skin toners.

Europe is anticipated to exhibit a CAGR of 3.5% over the forecast period. The cosmetics and personal care sector is growing in Europe as people become more conscious of the value of health, wellness, and personal care goods. Skin care remains the major force in the cosmetics business in Europe, accounting for more than 27% of the market. Furthermore, according to a 2022 Click2Pharmacy study, 34% of UK adults have had acne at some point, with 11.5% currently experiencing acne. Almost 25% of young adults in the United Kingdom suffer from acne.  Rising acne cases in the United Kingdom are expected to boost the skin toner industry. Introducing unique skin toners, including chemicals such as niacinamide, witch hazel, and salicylic acid, is expected to increase the sector. These products may help regulate excessive oil production, which can often contribute to acne by plugging the pores.

Additionally, most premium face toner producers are in France and have successfully marketed and sold their goods in several countries worldwide. Furthermore, the European Union, one of the world's major trading organizations, has ensured the smooth trading of numerous commodities within the European Union's economies. Furthermore, attractive packaging and the increased usage of vegan ingredients by various cosmetic manufacturers in the creation of skin toners are expected to boost market expansion in Europe.

Asia-Pacific is predicted to have significant growth over the projection period. Coffee extracts are expected to be used in skincare products such as serums, creams, and skin toners to deliver various benefits. Coffee's high chlorogenic acid content can help protect against environmental contaminants and UV radiation. Skin toners with coffee ingredients further protect against skin damage and premature aging. Individuals with acne-prone or sensitive skin prefer skin toners containing coffee extracts. These products assist in minimizing the swelling and redness caused by acne outbreaks. Coffee in skin toners has anti-inflammatory qualities that help soothe swollen and irritated skin.

In addition, leading players in South Korea's anti-pollution toner market are anticipated to work with K-pop bands to recruit new clients. These bands are considered skincare, beauty, and fashion trendsetters. Therefore, their support may lend legitimacy to skin toners. Fans will likely purchase these items if the bands promote specialized skin toners on social media. Dr. G, a Korean cosmetics brand, is leveraging the global popularity of boy band SHINee to expand its international footprint, beginning in Japan and Vietnam. The company has been expanding its operations globally to fuel future growth, focusing on markets in Asia, Europe, and North America.

Segmental Analysis

The global skin toner market is segmented based on skin type, product type, end-users, and sales channel.

The market by skin type is further segmented into Normal, Sensitive, Dry, Oily, Mature, Acne-Prone, and Combination skin.

Combination Skin accounts for the largest share of the market.

Combination skin

Combination skin has traits of multiple skin types, including an oily T-zone (forehead, nose, and chin) and drier or normal skin on the cheeks. Skincare for mixture skin necessitates a balanced approach, with products that target both oily and dry regions, such as moisturizing and oil-control formulations. Some estimate that up to 70% of women have a combination of skin.

Oily skin

Oily skin produces excessive sebum, resulting in a glossy complexion and enlarged pores. People with oily skin may be prone to acne and blackheads. Skincare solutions for oily skin frequently emphasize oil management, mattifying characteristics, and non-comedogenic compositions. According to CeraVe, studies reveal that 66-75% of adults aged 15-20 have oily skin. Oily skin, known as seborrhea, is a common disorder affecting people from puberty until roughly 60 years old.

Based on product type, the market is sub-segmented into Organic and acidic.

The acidic type generates the most revenue in the market.

Acidic

Acidic skin toners contain caustic chemicals that help balance the skin's pH. The acidic nature of these toners aids in exfoliation, promoting the removal of dead skin cells and increasing cell turnover. Common acidic chemicals in these toners include alpha hydroxy acids (AHAs), such as glycolic acid and lactic acid, and beta hydroxy acids (BHAs), such as salicylic acid. Acidic toners are frequently preferred to smooth skin texture and clear pores and boost the efficacy of subsequent skincare products. Regularly using acidic toners might help achieve a smoother, more luminous skin.

Organic

Organic skin toners are made with materials derived from organic farming, which eliminates synthetic pesticides, fertilizers, and genetically modified organisms. These toners prioritize natural and plant-based components, often including organic extracts, essential oils, and botanical compounds. Organic formulas appeal to people looking for safe beauty products free of possibly dangerous substances. These toners seek to give skincare advantages while adhering to environmentally responsible and sustainable principles. Certification from organic standards groups may help to authenticate the integrity of the organic claim in these products.

Based on end-users, the market can be further bifurcated into Baby, Male, and Female.

Females are the major end-users of the market.

Female

Female-targeted skin toners address a variety of skincare issues. These toners may include versions geared to different skin types (normal, oily, dry, etc.) and extra skincare advantages, including anti-aging, brightening, or hydration. Female-focused toners frequently complement more extensive skincare routines and may be part of a complete regimen that includes cleansers, moisturizers, and other products.

Male

The male end-user market includes skin toners that are specifically designed for guys. Recognizing men's increased interest in skincare, these toners frequently have formulations that target the unique demands and characteristics of male skin. They may contain chemicals that aid post-shave care, reduce excess oil, and create a refreshing sensation. The packaging and marketing of these toners may appeal to male consumers, reflecting changing trends in men's grooming and skincare routines.

Based on sales channels, the market is fragmented into B2B and B2C.

B2B holds a significant market share.

B2B

The B2B segment is expected to dominate the industry. Skin toner manufacturers typically sell their products to a distributor, who then resells them to retailers and wholesalers. The retail sector has increased as the urban middle class has expanded and consumer spending has increased. Marketing initiatives have been encircled and are consumer-driven. Furthermore, many brick-and-mortar establishments have been upgrading themselves and improving the shopping experience for customers. In addition, several corporations have entered into long-term agreements and partnerships with numerous distributors to maintain a consistent supply of their products.

B2C

The B2C sales segment is expected to grow at a higher rate. B2C refers to the direct sale of skin toner products from businesses to individual consumers. In this channel, skincare brands, retailers, and online platforms communicate directly with consumers, displaying and selling toners for personal use. B2C transactions are conducted through various channels, including brick-and-mortar stores, specialty skincare merchants, and e-commerce platforms. Consumers make individual purchasing selections based on brand reputation, product reviews, and personal skincare requirements.

Impact of covid-19

The COVID-19 outbreak has had a devastating effect on all industry verticals globally. Additionally, according to industry experts, Financial Action Task Force (FATF) has identified the risk of criminal exploiting the unprecedented situation through cybercrime, fundraising for fake charities, and medical scams amid the COVID-19 pandemic. This has surged the adoption of anti-money laundering solutions to mitigate the risk of money laundering. For instance, as per the United Nations 2020, approximately 12% increase in cybercrime reported amid the pandemic COVID-19, further paving the way for the adoption of anti-money laundering solutions among the enterprises.

Recent Developments

November 2023 - Dermalogica® selected Aptar Beauty + Home's Fully Recyclable Mono-Material Pump, Future, for their latest cleansing line.

December 2023 - Glow Recipe introduced its new Cloudberry Bright Essence toner, which uses antioxidant CoQ10 as its principal active ingredient.

August 2023 - L'Oréal completed its acquisition of Aesop.