By  on January 5, 2018

The mask business zoomed from niche to mainstream last year in mass-market stores. Brands that helped pioneer the category in drugstores and discounters now face competition from personal-care behemoths including Unilever and Neutrogena.

The global face mask market tallied $5.7 billion in 2016, according to Euromonitor International, with a forecast to achieve a compound annual growth rate of 9.1 percent from 2016 to 2021. That translates to $8.8 billion by 2021. The U.S. represents only 3.5 percent of the market, but serves up tremendous potential, according to retailers, which report huge gains in the category.

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