The global skin toner products market was valued at USD 5.6 billion in 2022 and is projected to expand at a CAGR of 5.2% from 2023 to 2030. The growing popularity of skin toners due to their numerous benefits such as moisturizing, cleaning, and toning the skin is expected to drive the market. Moreover, the rising demand for natural and organic products is expected to further propel the market growth. Consumers are increasingly opting for natural products due to their improved efficacy and less irritation.

The increasing demand for multifunctional products is another significant factor driving the market. Manufacturers are introducing multifunctional products that offer various benefits such as deep cleansing, exfoliating, and hydrating. For instance, in March 2022, Unilever launched its new product called ‘Garnier Skin Active Micellar Water’ which is a combination of cleanser and toner, offering a complete skin care regime with one product.

The rising demand for technologically advanced products is another factor driving the market. Manufacturers are leveraging advanced technology to develop new products with improved efficacy. For instance, in June 2021, L’Oréal launched its new product ‘L’Oréal Paris Hydrafresh Toner’ which is enriched with hyaluronic acid and Vitamin E and is said to reduce wrinkles and fine lines.

The growing popularity of social media and influencers is also contributing to the growth of the market. Influencers are increasingly advocating the use of toners to their followers, which is driving the demand for these products. Furthermore, the rising trend of e-commerce is also boosting the market growth. Consumers are increasingly opting for online retailing due to its convenience.

The increasing popularity of K-Beauty is also driving the market growth. K-Beauty products are gaining popularity due to their innovative formulations and unique packaging. For instance, in November 2021, Dr. Jart+ launched a new range of toners called ‘Dr. Jart+ Vital Hydra Solution Toner’, which is said to hydrate and soothe the skin.

The facial toner segment captured the largest market share in 2020. Facial toners are used on face and neck skin to remove impurities and soothe the skin, while adjusting the skin’s pH level. These toners also help remove traces of makeup, dirt, and pollutants. Increasing awareness regarding skin benefits of facial toners has been one of the key factors driving the demand for facial toners over the years.

The body toner segment is anticipated to expand at the fastest CAGR of 8.7% over the forecast period. Rising awareness regarding the benefits of body toners, such as skin hydration, anti-aging, and skin protection, is driving the demand for body toners. According to an article published by Allure, in April 2020, body toners are becoming increasingly popular among consumers, as they help to remove dead skin cells, hydrate the skin, and restore the skin’s pH balance. In addition, the growing availability of body toners in various forms, such as lotions, gels, and mists, is also driving the growth of the market.

The drugstores and pharmacies segment captured the major share of over 43.5% in 2022. This can be attributed to the availability of a wide range of skin toners in drugstores and pharmacies. Additionally, the presence of trained pharmacists helps customers to get expert advice on the suitable skin toner that suits their skin type. The online segment is anticipated to expand at the highest CAGR of 12.6% over the forecast period. The increasing number of online retailers and e-commerce websites offering skin toners at discounted prices is expected to propel the segment growth. Moreover, online platforms also offer convenience to customers to purchase skin toners without leaving their homes. For instance, in November 2020, Amazon launched its own line of skin care products, including skin toners.

The natural segment accounted for the largest revenue share of 56.9% in the year 2022. The rising trend of natural and organic products is one of the major factors driving the growth of the skin toner market. Consumers prefer natural and organic products to chemical based products as they are less likely to cause skin irritation. In addition, the increasing trend of using natural and organic products, especially among millennials and Generation Z, is further driving the growth of this segment.

The professional segment is projected to expand at a CAGR of 8.3% over the forecast period. The increasing demand for professional skin care products and services among the middle and upper-class population in developing countries is one of the major factors driving the growth of the market. Furthermore, the surge in the number of professional skin care salons and spas, coupled with the growing trend of using professional skin toner products, is expected to fuel the growth of this segment in the forecasted period.

Asia Pacific dominated the market and accounted for the largest revenue share of over 33.7% in 2022. This is primarily attributed to the increasing acceptance of skin toners, especially among millennials. In addition, rising beauty consciousness, increasing disposable income, and various promotional and advertising campaigns have propelled the market growth in the region. For instance, in October 2021, Innisfree, a South Korean skincare brand, launched its new skin toner with a focus on the Asia Pacific market.

Europe is expected to witness the second-fastest growth in the coming years. This is due to increasing demand for herbal and organic products in the region. Rising awareness regarding skin care and increasing demand for natural and organic skin toners is significantly contributing to the market growth. For instance, in August 2021, the French company, L’Oreal, launched its new organic skin toner with a focus on the European market.

In this part of the skin toner products business plan we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your business. Usually, these projections are drafted for a 5-year period.

Revenue Assumptions

The main source of revenues for a skin toner products business comes from the sale of their products. It is important to accurately calculate the projected cost of goods sold as well as the cost of production and delivery. Additionally, it is important to factor in any potential discounts that may be offered in order to get the most accurate forecast.

Projecting Expenses

In this section, all the regular expenses related to keeping the skin toner products business running will be described. The list of operating expenses includes taxes, wages, marketing and advertising, research and development, inventory costs, utilities, and insurance. Additionally, it is important to factor in any potential discounts that may be offered in order to get the most accurate forecast.

Some of the key companies operating in the skin toner products market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:

– In May 2022, Olay launched its new line of toners, which includes the Total Effects Tone Perfecting Cream-to-Foam Cleanser, Fresh Reset Pink Mineral Complex Toner, and the Calming Face Toner.

– In June 2022, Procter & Gamble launched the Herbal Essences Bio:Renew line of toners, which are designed to brighten and even skin tone.

– In July 2022, L’Oreal Paris launched the Revitalift Triple Power LZR Toner, a toner formulated with hyaluronic acid, vitamin B3, and glycolic acid.

Some of the prominent players in the skin toner products market include:

– Olay
– Procter & Gamble
– L’Oréal SA
– Neutrogena
– Garnier
– Kiehl’s
– Cetaphil
– The Body Shop
– Aveeno
– Murad

This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global skin toner products market based on product, distribution channel, type, and region:

1. Product Outlook (Revenue, USD Million, 2017 – 2030)

– Face Toners
– Body Toners
– Specialty Toners

2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)

– Supermarkets & Hypermarkets
– Online
– Others

3. Type Outlook (Revenue, USD Million, 2017 – 2030)

– Natural
– Synthetic

4. Regional Outlook (Revenue, USD Million, 2017 – 2030)

– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa

[Q]: What is the Potential of Product Innovation in the Skin Toner Products Market?
[A]: The potential for product innovation in the skin toner products market is high. Manufacturers are introducing new products with advanced features, such as added moisturizers, vitamins, and antioxidants, to meet the needs of different skin types. Additionally, companies are introducing natural and organic skin toners to cater to increasing consumer preferences for natural and organic products.

[Q]: Who are the Key Players in the Skin Toner Products Market?
[A]: Key players in the skin toner products market include Estee Lauder, L’Oreal, Shiseido, Avon, Unilever, Nivea, Kao Corporation, Johnson & Johnson, and Procter & Gamble.

[Q]: Which Region Offers the Largest Opportunity for Sales of Skin Toner Products?
[A]: The Asia Pacific region is expected to account for the largest share in the global skin toner products market, owing to the presence of a large population, increasing disposable income, and rising awareness about skin care.

[Q]: What are the factors driving the skin toner products market?
[A]: The increasing demand for natural and organic products, rising concerns about skin health, and the growing popularity of social media platforms are the key drivers of the skin toner products market. Additionally, the growing number of product launches and the increasing disposable income of consumers are also contributing to the market growth.