本記事では、シンガポールで特に人気の高い保湿マスクとブライトニングマスクに注目し、その背景にある要因を詳しく掘り下げます。また、SNSトレンドやセールがシートマスクの購入をどのように後押ししているのかも調査。さらに、日本や韓国のシートマスクがシンガポールの消費者に受け入れられている文化的な理由についても考察します。
世界で広がるシートマスク市場：なぜ今注目されているのか？
ドラッグストアやバラエティショップの美容コーナーで見かけるシートマスク。ネット上でも、SNSのクリエイターやインフルエンサーがメイク前に使ったり、夜のお手入れに取り入れたりしているのをよく見かけます[*1]。さまざまな種類のフェイシャルマスクが存在しますが、日本では特にシートマスクが人気です[*2]。
| 年 | 世界市場規模 |
|---|---|
| 2022年 | 2.3億米ドル |
| 2023年 | 4.3億米ドル |
2022年のシートマスクの世界市場規模は2.3億米ドルで、2032年には4.3億米ドルに達すると予測されています（Global Market Insights（GMI））。これは、2023年から2032年にかけて年平均成長率6.5%で推移する見込みです（GMI）。
一方、シンガポールでは、シートマスクはクレイマスク、オーバーナイトマスク、ピールオフマスクなど、さまざまな種類のフェイスマスクと売上を競い合っています[*3][*14′]。また、オンラインストアでも簡単に入手でき、SNS上でも多くのレビューが投稿されており、安定した需要があることがわかります[*4]。
本記事では、シンガポールのシートマスク市場にフォーカスし、人気のマスクの特徴や、その理由を探ります。気候や環境、美の基準、SNSの影響など、消費者の購買行動に影響を与える要因を詳しく見ていきましょう。
気候と美容意識が支えるシンガポールのシートマスク需要
まず、シンガポールではさまざまなシートマスクが販売されていますが、特に保湿やブライトニング効果のあるものがおすすめされています。それはなぜでしょうか？
保湿マスクの需要は、気候や環境の影響を受けており、ブライトニングマスクの需要は、美の基準や透明感のある肌への憧れ関連しています。以下より、それぞれ詳しく見ていきましょう。
冷房で乾燥する肌を守る：保湿マスクが求められる理由
シンガポールは湿度が高いのにも関わらず、保湿マスクの人気が高いのはなぜでしょうか？
シンガポールの気候は一年中暑く、雨が多い、いわば「常夏」といえる環境で、湿度は日本よりもさらに高いです。そのため、室内環境では強力な空調が使用されており、ショッピングモールやオフィスは、まるで冷蔵庫の中のように冷えることもあります。一方、屋外は蒸し暑く、その温度差が激しいのが特徴です。
室内で過ごす時間が長い人にとって、乾燥した冷房環境では肌の保湿が欠かせません。また、屋外と屋内の極端な温度差は肌に大きな負担をかけ、ニキビや湿疹（アトピー性皮膚炎など）の悪化を引き起こす要因となります[*5]。そのため、肌にうるおいを与えて落ち着かせる保湿シートマスクは、シンガポール市場で特に人気があります。
| ブランド | 商品名 | 特徴 | 価格帯 |
|---|---|---|---|
| ルルルン | プレシャス（7枚入り） | 保湿、低刺激、化粧水マスク | $7.90 ~ $12.90 |
| ハイドラ（7枚入り） | 保湿、肌荒れ防止 | $11.00 ~ $23.60 | |
| Torriden | ダイブイン マスクパック （10枚入り） | 保湿、ヒアルロン酸配合、肌を落ち着かせる | $20.90 ~ $40.00 |
| Abib | ガムシートマスク(10 sheets) | 保湿、肌を落ち着かせる、敏感肌向け | $20.20 ~ $32.00 |
| 弱酸性pHシートマスク（10枚入り） | 保湿、肌の免疫力を高める | $22.70 ~ $59.00 |
長く愛用されているのは、日本のブランド「ルルルン」のマスクで、その品質と効果の高さからシンガポールにもファンがいます[*6]。また、最近では韓国の「Torriden」や「Abib」といったブランドも注目されており、シートマスクだけでなく、セラムやトナーパッドも人気を集めています[*7]。
強い日差しと肌悩み：シンガポール女性の美の基準“ブライトスキン”
グラススキン[*8]が流行する以前から、シンガポールではシミやくすみのない、透明感のある美しい肌が美の理想とされてきました。環境要因が肌の健康や美しさを維持するうえで大きな課題となっています。
シンガポールは一年中強い紫外線を浴びるため、日焼け止めなどの対策を怠ると、肌は紫外線ダメージを受け、シミやそばかすができやすくなります[*9]。さらに、前述のとおり、屋外と室内の極端な温度差が肌に負担をかけることで、ニキビが発生しやすくなったり、もともと肌に抱えているトラブルが悪化したりすることがあります。これらの要因が、肌トラブルの増加につながっています。
そのため、シミやくすみを目立たなくするブライトニングマスクが人気です。たとえば、高級シートマスクの代表格として知られる「SK-II」の「フェイシャルトリートメントマスク」は、その定番アイテムのひとつです。
| ブランド | 商品名 | 特徴 | 価格帯 |
|---|---|---|---|
| SK-II | フェイシャルトリートメントマスク（6枚入り） | 透明感、なめらかで輝く肌へ | $149.00 ~ $196.42 |
| サボリーノ | 目ざまシート（32枚入り） | 保湿、美白、時短（1分） | $16.90 ~ $22.50 |
| Medicube | ディープビタCクイックマスク（30枚入り） | 美白、ビタミンC配合、時短（1分） | $23.80 ~ $45 |
また、近年ではスキンケアや美容製品におけるビタミンCの認知度も高まっています[*10]。ビタミンCは、肌のトーンを明るくし、赤みやくすみ、色ムラ、肌の凹凸、毛穴の目立ちを改善するとされています。
しかし、日本では2024年に「ナンバーズイン」の「5番 白玉グルタチオンCふりかけマスク」が特に人気でしたが[*11]、シンガポールではまだそれほどの話題性は見られません。現在のところ、シンガポールではシートマスクよりもビタミンC美容液のほうが人気があるようです。
SNSが仕掛ける人気商品：売れるマスクの裏にあるトレンド
シンガポールにおけるシートマスクの売上は、SNSのトレンドやプロモーションによって支えられています。GMIのレポートによると、シートマスク市場の成長要因のひとつに「SNSの普及とインフルエンサーマーケティングの増加」が挙げられています。これは、シンガポールでも当てはまる状況です。シンガポールには「@cosme」のようなレビューサイトは存在しませんが、消費者の口コミが購買行動に影響を与えていることは間違いありません。かつてはブログや雑誌のレビューを参考にすることが一般的でしたが、現在ではSNSを通じて商品をおすすめし合う傾向が強まっています。
この流れが2024年に「Biodance」のバイオコラーゲン リアルディープマスクの人気を後押ししました。このマスクは本来オーバーナイトマスクですが、シンガポール市場で成功を収めたことは、SNSマーケティングの影響力を示しています。
BiodanceはTikTokを活用し、マスクのプロモーションキャンペーンを展開しました。やがて、このマスクはシンガポールにも広がり、現地のコンテンツクリエイターが実際に試してレビューを投稿するようになります。その結果、このマスクはシンガポールのECサイト「Shopee.sg」で5万個を売り上げ[*12]、「Amazon.sg」では2024年のベストセラー・フェイスマスクのひとつに選ばれるほどの人気を博しました[*13]。
このマスクが話題になった要因のひとつは、着用時に白色から透明に変化するという特徴であり、視覚的な変化が求められるTikTokのフォーマットに適していたことが挙げられます。
さらに、シンガポールの消費者が新商品を試したり購入したりする際の大きな動機のひとつがセールです。シンガポールの住民も観光客も、物価の高さを日常的に実感しています。
そのため、地元の人々はコストを抑える手段として、海外旅行時にまとめ買いをしたり、マレーシアのジョホールバルまで車で行って安く商品を購入したりすることが一般的です。また、セールや割引のタイミングを狙って買い物をする人も多く、お得に購入できたという満足感が、シートマスクの購買意欲をさらに高めています。
シンガポールのシートマスク人気の裏にある文化とトレンド
Jビューティー＆Kビューティーが牽引する購買行動の変化
シンガポールでは、さまざまな国際ブランドのシートマスクが販売されていますが、特に影響力があるのは日本と韓国の製品です[*14][*15]。これは、Jビューティー（日本の美容）とKビューティー（韓国の美容）がシンガポールで確固たる地位を築いているためです。
日本と韓国のシートマスクは、その品質の高さと革新的な成分で信頼されています。特に、配合成分は常に進化を続けており、新しい成分や技術が取り入れられています。このような変化は、単に新しいもの好きな消費者だけでなく、最新のスキンケアや美容トレンドを試したい人々にとっても魅力的なものです。
また、一部の消費者にとって、トレンドを追うことは社会的な競争の一環となっています。友人や知人の間で流行している製品を使うことで、自分もその流れに乗っていると感じることができます。一方で、周囲と同じものを持っていないと取り残されると感じ、「FOMO（Fear of Missing Out. と呼ばれる心理現象。取り残されることへの不安。）」 から話題の製品を購入する人も少なくありません。
つまり、日本や韓国のシートマスクの需要は、両国の美容製品が持つ優れた評判によって支えられており、それに加えて、シンガポールの消費者の行動パターンが市場の成長を後押ししているのです。
シートマスクは“時短美容”として、スキンケアルーティンに定着
さらに、シートマスクがシンガポールの消費者に受け入れられている理由のひとつに、スキンケアやメイクのルーティンに取り入れやすい という点があります。
GMIのレポートによると、近年の消費者は美容やスキンケアへの意識が高まっており、シートマスクは手軽で使いやすく、短時間で肌の状態を整えられる点が魅力とされています。
他のマスクタイプと違い、1枚単位や数枚入りのパッケージで購入できるため、手間がかかりません。チューブや容器に入ったマスクを買って合わなかった場合に比べると、廃棄による無駄が少ないこともメリットです。
また、保湿系のマスクは肌質を問わず使いやすいため、ギフトとしても人気 があります。
現在、シートマスクはシンガポールの多くの消費者にとってスキンケアの補助的なアイテム として認識されています[*16]。たとえば、特に疲れた日の肌のケアとして使われることが多いですが、最近ではメイク前の準備アイテムとしての認識も広がりつつあります。これは、日常使いできるマスクや多機能マスクの登場、日本や韓国のスキンケア・美容ルーティンに関する知識の普及が影響していると言えるでしょう。
また、シートマスクに対する消費者の意識も変化しています。以前は、「特別なケア」や「肌トラブルが起きたときに使う贅沢品」として捉えられていました[*17]。しかし、最近では定期的に使用するアイテムとしての認識が高まり、メイク前に取り入れる人も増えています。
一方で、スキンケアの手間を省ける便利アイテムとしての魅了を感じる人もいます。忙しい日や面倒なときには、化粧水・美容液・クリームの役割を兼ねる多機能マスクを使うことで、スキンケアの工程を短縮できるからです。また、他のマスクに比べて塗る手間がなく、装着後に別の作業をしながら使えるという利便性も支持されています。
こうしたシートマスクの利便性が広く認識されるにつれ、購入する人が増え、その人気はますます高まっています。
シンガポールでシートマスク市場が成長する理由
結論として、シートマスクがシンガポールの消費者に人気な理由は、さまざまな要因が組み合わさっているためです。
まず、手軽に使えることに加え、一部の消費者にとってはスキンケアやメイクルーティンに欠かせないアイテムへと変わりつつあります。単なる補助的なケアではなく、日常的に取り入れられる存在になりつつあるのです。
また、シートマスク市場を牽引しているのは、日本や韓国のブランドへの高い信頼です。これらの国のシートマスクは、革新的な成分や技術を取り入れていることで知られており、トレンドを意識する消費者や、日本・韓国のスキンケアを取り入れている層にとって、安定した需要を生み出す要因となっています。
さらに、シートマスクはシンガポールの消費者の具体的なニーズ に応えている点も見逃せません。保湿系マスクは、乾燥した屋内環境での肌ダメージをケアする目的で支持されており、ブライトニング系マスクは、透明感のある美肌を求めるニーズに応えています。
これらの機能性に加え、使いやすさ、豊富なブランド展開、幅広い価格帯も、多様な消費者にとって魅力となっています。
こうした製品が選ばれる背景には、単なる使用感や効果だけでなく、個々のライフスタイルや価値観、さらには地域特有の気候や美容観、トレンドといった文化的な要因が深く関係しています。
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文中の補足情報・データ（クリックで開く）
[*1]
While I sometimes see reviewers or SNS posts where users use sheet masks daily, this is not as prevalent as it is in Japan. My guess is that sheet masks are generally perceived as items to use only in special situations, such as when one has a particular skin issue, for example an acne breakout, or during flights, to tackle the incredibly dry environment on flight, and need special products to resolve it. However, this is changing.
[*4]
An example is TikTok creators n0tagnesbae and claraventuss, who have recommended Saborino’s range of 1 minute sheet masks as being a quick and effective way to prepare one’s skin before makeup application.
[*5]
In addition to temperature and humidity differences, the extensive, ongoing construction in Singapore contributes to some degree of air pollution. Moreover, the warm and humid environment encourages bacteria growth. Hence, skin problems like irritation, acne, enlarged pores, etc are common.
[*6]
Table below: What Singapore online/Lemon 8 users have to say about Lululun.
Pink text are my additions.
| 日付Date | メディア名Media type | 検索ワード Search words | URL | 該当テキストのコピー Copy of relevant text |
| Updated2023.03.25 | website | Why is lululun popular | https://www.mybeautycravings.com/lululun-mask-review-precious-red/ | LuLuLun Mask Review: This is so good it may convert me into a regular face mask user (My Beauty Cravings) I was so surprised to find myself loving LuLuLun Face Mask, because as some of you may know, I’m not a fan of sheet masks. But know what, this one really works especially on my dehydrated and aging skin. … It differs from other masks in that it is meant to be used daily to replace our toner. This explains why each pack contains more than one sheet mask. … How to Use? Mine came in a pack of 7 with each sheet recommended to be used daily, for 5-10 minutes per session. I tend to leave it on longer, like 20 minutes as it felt wasteful to have it on for anything shorter than that. 🙂 After removing the mask, we are supposed to finish up with moisturiser, but I never did as I thought my face was moisturised enough. Having finished the 7-sheet pack within 2-3 weeks, I’m ready to share the pros and cons of LuLuLun Precious Red. Let’s start with what’s good! |
| 2024.04.20 | SNS | Lemon8: Lululun | https://www.lemon8-app.com/@iamjustboredlmao/7359849860537123344?region=sg | things i’ll buy from JP!!! (j) 3. Lululun Pure Moist FacemaskI LOVE this facemask. It’s super moisturising & revives my dull skin after a tough day. I’ve already repurchased this in sg, welcia was selling it for just $8 a few weeks ago!!! 6. Keana Nadeshiko Rice Mask I think I like this more than the Lululun one (emoji) during one of my worst dry skin flare ups, this managed to calm my skin down in just 10mins (emoji) i use SUPER sparingly only when I need it because it’s soooo good. it’s not just moisturising, it’s calming as well so super useful if you have sensitive skin. |
| 2023.12.14 | SNS | Lemon8: Lululun | https://www.lemon8-app.com/charpeetza/7312406518928818690?region=sg | Are these viral jbeauty products worth the hype? (Charmaine | UGC) 1) Lululun Rochigi Rating / 5 stars: 4/5 – i have sensitive skin and some masks makes me flare up but oh boi this one is so gentle and so easy to use AND SO CHEAP HELLO – one of the cheap well known brands in japan! … 4) lululun pure mask 30 sheets Rating / 5 stars: 4/5 – the 30 sheets was less than $10…. – again suitable for sensitive skin hehe |
| 2023.11.24 | SNS | Lemon8: Lululun | https://www.lemon8-app.com/@jesstxq/7304939495726629378?region=sg | My top 3 BFCM/sales must buy!!! (skincare edition) (jess) 3. Lululun Daily Mask (emoji): I got these initially in Japan. I never opened or tried them until the day I went for skin laser, and my dermatologist told me it’s best to use a mask for the next 5-7 days. This daily mask is really fast (5-10 mins) and effective, plus points – it’s not sticky (emoji). I love it so much I bought 5 packs! |
| 2023.09.18 | SNS | Lemon8: Lululun | https://www.lemon8-app.com/@jjoonsberry/7280124485192188417?region=sg | LULULUN: Pure Beauty Face Mask (rae) i’ve been using this for around 6 months now so i’ve seen the effects it had on my skin! i use both the Moist and Balance version of this serious and i LOVE both! after using this product for half a year now, my skin became so smooth?!?!?! it literally feels like baby skin (emoji) and i’m on my 4th box now (emoji) one box has about 32/36 sheets and it’s a daily mask, so it can last you for about a month! this mask is a 2 in 1 so it works as a toner and also a mask! after cleansing your face, you can skip the toner and use this instead. |
| 2023.02.16 | SNS | Lemon8: Lululun | https://www.lemon8-app.com/@thebarhh/7204419189879177730?region=sg | Mask Virgin | KOREAN MASKS I SWEAR BY (athena) 1. Abib Mild Acidic sheet mask was an amazing addition to my make-up routine. Like I’d put the mask on before I put on my primer, about 45 minutes before, and the skin feels bare in a way that it’s cleansed, but not stripped naked to the point where putting makeup on it would be toxic. It just felt enriched with a good glow. |
| 2022.08.14 | SNS | Lemon8: Lululun | https://www.lemon8-app.com/xopeachy_keen/7131754164509573634?region=sg | Facial mask that works on my sensitive skin! (xopeachy_keen) I recently tried Lululun mask and it was perfect for my sensitive skin and I would like to make review of it! … My rate: 5 stars/5 My skin is quite sensitive and lately I am struggling with redness. After I use this facial mask 7 consecutive days I noticed that my skin moisturised and redness is reduced! |
| 2022.6.16 | SNS | Lemon8: Lululun | https://www.lemon8-app.com/_sayheyyyy/7109844259838116354?region=sg | THE ONLY SHEET MASKS I GET (_sayheyyyy) LULULUN is the number one sheet mask brand I consistently repurchased…I love that it’s efficient as a pick me up before I put on my makeup. My skin always feels nice and properly hydrated after applying this toner mask. |
[*7]
A sample of reviews available on…
Tiktok:
2024 @g1ennice: https://www.tiktok.com/@g1ennice/video/7328034558815849735
2023 @clara.slays: https://www.tiktok.com/@clara.slays/video/7183901310046063873
Lemon8:
2024 Sonyyaaachatc_
https://www.lemon8-app.com/@meekinthaifood/7423776532142785040?region=sg&pid=website_seo_share
2023 Jaylyn
https://www.lemon8-app.com/@yuqingleme/7206018829342802434?region=sg&pid=website_seo_share
2023 athena💗🌸
https://www.lemon8-app.com/@thebarhh/7204419189879177730?region=sg&pid=website_seo_share
[*8]
There has been a recent K-beauty trend of glass skin, which might explain the preference for face masks promising a clear and radiant complexion. Glass skin ‘refers to a skin texture that is exceptionally smooth, clear and radiant, resembling the flawless and transparent quality of glass. Essentially, the goal is to achieve a complexion that looks poreless, luminous and dewy’ according to Dr Lina Yow, aesthetic doctor at IDS Clinic (her world).
[*9]
Fair skin remains a beauty standard in Japan. During summer, it is common to see women wearing arm sleeves, broad brimmed hats, face coverings and carrying parasols to maintain their complexion.
Fair skin is less emphasised in Singapore. The societal importance placed on maintaining racial harmony makes a public idealisation of white or fair skin taboo, because people in Singapore come from a range of cultural backgrounds with varying skin tones. Fair skin might still be an ideal for some people, but this would not translate into a widespread preference for masks with skin whitening/lightening features. Nonetheless, women generally try to avoid skin blemishes, and particularly older women are aware of how sun damage can result in dark spots or wrinkles. So, masks that address such problems and allow wearers to maintain a youthful appearance would be in demand.
At the same time, some in Japan actively use facial masks to treat sunburn. This is not the case in Singapore. One reason for this might be that, due to environmental factors, people living in Singapore are less concerned about getting sunburnt in their daily lives.
From an environmental standpoint, there are extensive trees lining the streets as well as covered walkways connecting sheltered bus stops and subway stations to people’s homes. In general, most people do not have to travel a long distance between their home and workplace either. This makes it easier for people to manage their sun exposure even though the country experiences summer all year round.
Comparatively, there is less infrastructure that provides shade in Japan and it is common for people to travel long distances to get from their homes to their workplaces. These factors increase the potential of sun exposure, which may explain why Japanese consumers have heightened concern about sunburn and its ill effects.
While Singapore consumers do not share the same motivation of buying a facial mask to treat sunburn damage or relieve the burn, they might buy masks for their cooling effects, to deal with the hot and humid weather. Some of the Singapore tiktoks I watched, content creators commented on the cooling effect of masks and how they placed products in the fridge so as to enhance their cooling effects. This also occurs among Japanese consumers.
[*10]
Cosme’s recommended summer sheet masks (from this 2024 article):
- moisturising/hydrating properties
- containing Vitamin C
- treating sun damage (including dark spots, freckles)
- making dull skin clear and bright
- with skin whitening/lightening properties are recommended
Observation: Masks that sold well in 2024 in Singapore featured hyaluronic acid, while those recommended by Cosme and that sold well in Japan in 2024 had Vitamin C.
Vitamin C – skin brightening/radiance, dealing with problem areas like redness, dull spots, uneven skin, visible pores
Hyaluronic acid – moisturising/hydrating, elasticity
However, masks with Vitamin C and hyaluronic acid are available in both countries. So, I’m not sure if the preference for Vitamin C in Japan and hyaluronic acid in Singapore is a trend or just select consumers’ preference.
Cosme’s ranking for winter face masks (data in link is regularly updated, data in this list was compiled in December 2024):
- Numbuzin 5番 白玉グルタチオンCふりかけマスク
- Torriden ダイブイン マスク
- Lululun ルルルン ハイドラ EX マスク
- Numbuzin 3番 すべすべキメケアシートマスク
- Lululun ルルルン ハイドラ AZ マスク
- Torriden セルメイジング ビタC ブライトニングマスク
- Derma Laser ダーマレーザー スーパー VC100 マスク
- Lululun ルルルン ハイドラ V マスク
- Torriden バランスフル シカマスク
- VT CICA デイリースージングマスク
Observations of popular masks: Masks with hydrating properties, incorporating Vitamin C, dealing with rough skin and being easy and gentle on the skin.
[*11]
In 2024, Numbuzin No.5+ Vitamin Spotlight Sheet Mask (ナンバーズイン(numbuzin) 5番 白玉グルタチオンCふりかけマスク) ranked first on review platform, Cosme’s Best Cosmetics Award, sheet mask category (link), as well as seventh in Cosme’s overall cosmetic (総合) rankings (link). This highly popular product received positive reviews year round. Reviewers especially liked its moisturising properties and its inclusion of Vitamin C.
[*14]
In preparing this article, I compiled articles recommending facial masks, particularly sheet masks, from both countries. There were many Japanese articles written recently (within the last 6 months) recommending sheet masks. The Singapore articles were spread out with the most recent one being from 2025, and the oldest one from 2020. This might be because sheet masks and packs are familiar and well loved in Japan, whereas in Singapore, sheet masks are just one of many options of masks available. Most of the products recommended by the Japanese articles were either from Japan or Korea, whereas the ones recommended by the Singapore articles included a wider range of countries: Japan, Korea, the US, France, and others.
[*15]
When I compared the titles of Japanese and Singapore articles on facial masks, I noticed that a few of the Singapore articles specified that they considered only masks from Japan or Korea.
For example, ‘Our Unfiltered Review: We Tried 10 Japanese Sheet Masks (2024)’ (Nani Singapore) and ‘27 Korean Sheet Masks In Singapore That Are Loved By K-Beauty Experts!’ (Beauty Insider Singapore).
Most of the Singapore articles that I compiled, which use Japan and Korea in their titles, do not actually specify that they are talking about sheet masks. But by using Japan and Korea in their titles, they are relying on readers’ familiarity with the popular masks, i.e. sheet masks, from both of these countries to market their articles. So, there is an association between Japan, Korea and sheet masks.
[*16]
Based on personal observations from social media, it seems that Singaporeans prefer simple and quick skincare routines. So, face masks are generally not incorporated into routines, unless they are easy and fast to use, such as Saborino’s line of 1 minute sheet masks. In contrast, face masks are common in Japanese skincare routines, and are favoured for being a good base from which to apply makeup.
[*17]
The perception of sheet masks as a special treat is implied by this 2021 CNA article investigating women’s spending on beauty and wellness and how to manage one’s expenses. At one point, the writer compares low and high spending behaviours and asks, ‘Do you take up a monthly spa package, or apply a sheet mask and call it a day?’ This comparison hints at the perception that, for many, masks are used rarely, like the spa trip that only occurs once a month, and are a special treat, like going to the spa to pamper oneself.
Appendix 2 – Numbered Links with data: [*2], [*3], [*12] and [*13]
[*2]
Method to determine popular masks in Japan 3.0:
- Asked ChatGPT: Can you tell me which websites in Japan are most frequented by users wanting to buy skincare face/facial masks?
- ChatGPT’s response: cosme.net and amazon.co.jp
- Check the most popular/best selling skincare facial/face masks on the websites and compile.
cosme.net (link) Winter
- Numbuzin 5番 白玉グルタチオンCふりかけマスク
- Torriden ダイブイン マスク
- Lululun ルルルン ハイドラ EX マスク
- Numbuzin 3番 すべすべキメケアシートマスク
- Lululun ルルルン ハイドラ AZ マスク
- Torriden セルメイジング ビタC ブライトニングマスク
- Derma Laser ダーマレーザー スーパー VC100 マスク
- Lululun ルルルン ハイドラ V マスク
- Torriden バランスフル シカマスク
- VT CICA デイリースージングマスク
amazon.co.jp (link)
- VTCOSMETICS Sheet Mask, Box Mask, Skin Care (1.CICA Daily Soothing Mask)
- LuLuLun Hydra EX Face Mask, Large Capacity, Pack of 28
- SHIMBI Derman Pull Mask, CICA Exosome x Azelaic Acid, 1 Sheet, Simbi Method, Pore Tightening, Beautiful Skin, Rice Bran, Shimbi
- [Renewal] LULULUN Face Mask Lululun Precious 32 Pieces 4FB (Thorough Haritsuya Type)
- LuLuLun Pure Evreeze Face Mask, Large Capacity, 32 Count
- Kose Clear Turn Sorry Bare Skin Mask, Quick Condition Care for Sensitive Skin, 7 Sheets (x 1)
- Clear Turn Ultra Thick Moisturizing EX Face Masks, Face Pack, 40 Sheets and Sample Included (x 1)
- Numbuzin No. 5 Shiratama Glutathione C Sprinkle Mask 4 Pack | Face Pack Korean Cosmetics Tone Balancing Care Korean Mask Pack Beautiful Skin Sheet Mask
- [Renewal] Lululun Over45 Face Mask, 32 Pieces, 2FB (For Tightening and Resilient Skin)
- Renewal: Lululun Precious Face Mask, 7 Pieces, 4KS (Thick Moisturizing Type)
Method to determine popular masks in Japan 2.0:
- Locate product recommendation websites
- Ask ChatGPT to identify the most repeated/frequently recommended products based on located websites.
(ChatGPT’s Response) Face masks recommended by beauty websites in Japan – General
Lululun Face Mask
A popular Japanese sheet mask known for its moisturizing properties, suitable for daily use to maintain skin hydration.
Mediheal N.M.F Aquaring Ampoule Mask
A Korean sheet mask that provides intense hydration and improves skin elasticity, infused with natural moisturizing factors.
Quality First All in One Sheet Mask
A high-quality Japanese sheet mask that combines lotion, serum, and moisturizer in one, offering convenience and effective skincare.
Kose Clear Turn White Mask
A Japanese sheet mask enriched with vitamin C derivatives, aiming to brighten the skin and reduce the appearance of dark spots.
Hada Labo Gokujyun Hyaluronic Acid Mask
A deeply hydrating sheet mask from Japan, formulated with hyaluronic acid to provide moisture and plumpness to the skin.
(ChatGPT’s Response) Face masks recommended by beauty websites in Japan – Summer
Torriden ダイブイン マスク
This mask is infused with multiple types of hyaluronic acid, providing deep hydration to revive summer-damaged skin.
numbuzin 5番 白玉グルタチオンC ふりかけマスク
Featuring vitamin C powder, this mask adheres closely to the skin, enhancing brightness and promoting a radiant complexion.
ウプト カーミングセラムマスク
Developed by Yumi Adachi, this mask offers a soothing experience with its soft sheet, delivering moisture to the skin.
キュレル 潤浸保湿 モイストリペア シートマスク
Designed for sensitive skin, this mask prevents irritation while providing deep hydration, restoring the skin’s natural barrier.
アルビオン 薬用スキンコンディショナー エッセンシャル ペーパーマスク N**
This cooling sheet mask helps prevent acne and redness, promoting a healthy and balanced skin condition.
→ Preference for hydrating masks that revive/restore skin damaged by summer conditions and or deal with problems from a warm climate e.g. irritated skin, acne and redness.
(ChatGPT’s Response) Face masks recommended by beauty websites in Japan – Winter
VT COSMETICS シカ デイリー スージング マスク
This Korean mask contains CICA (Centella Asiatica) extract, known for its soothing properties, making it ideal for calming irritated skin during the dry winter months.
リッチモイストスージングテンセルシートマスク**
Designed for sensitive skin, this mask provides deep hydration and helps strengthen the skin barrier, essential for combating winter dryness.
Huxley マスク グロウ＆ブライトネス
Infused with cactus extract, this luxurious mask delivers intense moisture and brxion, perfect for special care during the winter season.
Abib ガム シートマスク ミルクステッカー
This mask is soaked in a creamy essence containing milk protein extract, providing rich hydration and nourishment to dry winter skin.
ホワイトマスクN**
A Japanese sheet mask that offers intensive hydration and brightening effects, helping to maintain a luminous complexion even in the harsh winter climate.
→ Preference for hydrating masks with qualities to deal with winter climate e.g. soothing irritated skin or brightening complexion.
[*3]
Method to determine popular masks in Singapore 3.0:
- Asked ChatGPT: Can you tell me which websites in Singapore are most frequented by users wanting to buy skincare face/facial masks?
- ChatGPT’s response: Shopee.sg, Lazada.sg, Amazon.sg, Sephora.sg, Watsons.com.sg
- Check the most popular/best selling skincare facial/face masks on the websites and compile.
[*12]
Shopee.sg (link) *Removed listings with multiple brands in one listing. Ratings are estimate
- [Biodance Official] Bio-Collagen Real Deep Mask, Pore Tightening Overnight Mask, Hydrating Face Mask (50,000 sold)
- [Torriden Official] DIVE IN Low Molecular Hyaluronic Acid Facial Serum Sheet Mask, Moisture Sheets for daily use, 10ea (47,100 sold)
- Lululun Daily Toner Facial Mask 32s | For All Skin Type | Alcohol Free | Fragrance Free | Allergy Tested (21,400 sold)
- [SG Seller] SADOER Plant Fruit Extract Hydrating Soothing Brightening Facial Masks-25g (18,500 sold)
- medicube PDRN Pink Collagen Jelly Gel Mask 1ea – Overnight Face Mask for Glass Glow Skin, Korean Facial Mask, Pore Care (16,700 sold)
- [SG STOCK] HYMEY’s Bioaqua Hyaluronic Acid Moisturizing Ice Facial Mask Anti Aging (16,600 sold)
- [TONYMOLY] I Am Mask Sheet Biodegradable Sheets (11,700 sold)
- {SG Seller} Face Mask 积雪草 Facial Mask BIOAQUA Collagen Centella Vitamin C Hyaluronic Skin Radiance Mask 积雪草胶原蛋白面膜 (7,400 sold)
- 【SG Seller】HCHANA Fruit Extract Plant Extract Facial Mask Moisturiser Mask Replenishment Purifying Nourishing (7,400 sold)
- [SG STOCK] LAGUA Korea Authentic Origin Deep Moisturizing Brightening Anti aging Skincare Facial Mask (7,400 sold)
Lazada.sg
Difficult to determine
[*13]
Amazon.sg (data in link is regularly updated, data in this list was compiled in December 2024)
- Pore Nadeshiko Rice Mask, Pores, Dry Skin, Moisturizing, Firm Elasticity, Face Mask, Hydrating, Pack of 10
- BIODANCE Bio-Collagen Real Deep Mask, Hydrating Overnight Hydrogel Mask, Pore Minimizing, Elasticity Improvement, 34g x16ea
- COCOCHI AG Ultimate 2 Steps Ocean Facial Mask Pack of 5, Moisturizing Facial Sheet Mask for Sensitive and Dry Skin, Rejuvenating Face
- French Green Clay powder by mi nature | 100g(3.5oz) | Montmorillonite Clay | Facial Care | Skin care
- GLAM UP Bubbling Carbonated Clay Mask for Face Purifying- Blackhead Remover, Peel Off, Pore Clearing, Deep Cleansing, Detoxing
- Nip + Fab Salicylic Fix Clay Mask for Face Purifying Cleansing Facial Mask to Minimize Pores Oil Control Brighten Skin Target
- PLANTIFIQUE Dead Sea Mud Mask for Face Body Care with Hyaluronic Acid for Women and Men – Pore Minimizer Skin Care – Deep
- SANA Namerakahonpo Smooth Moist Face Mask 32 Sheets, 304 grams
- La Roche-Posay Cicaplast B5 Face Mask (Box of 5)
- Bisho AKARI THE STEM CELL WHITE Face Masks, 30 Count
Sephora.sg (link)
- Sephora Collection Colorful Vitamin Face Mask Assorted
- Sephora Collection Fiber Face Masks Assorted
- Glow Recipe Watermelon Glow Jelly Sheet Mask
- Caudalie Instant Detox Mask
- Laneige Bouncy & Firm Sleeping Mask
Watsons.com.sg (link) *Ratings are estimated
- MY BEAUTY DIARY Hyaluronic Acid Moisturizing Mask 8s (6,000+ sold)
- MY BEAUTY DIARY Black Pearl Brightening Mask 8s (5000+ sold)
- L’OREAL PARIS SKINCARE L’oreal Paris Revitalift Hyaluronic Acid Plumping Fresh Mix Serum Mask Sheets 5s (5000+ sold)
- Garnier Black Serum Pure Charcoal Purifying and Hydrating Black Algae Pore Tightening Tissue Mask 1s (3000+ sold)
- LEADERS INSOLUTION Mediu Amino Moisture Mask 5S (3000+ sold)
- WATSONS Watsons Hydrating Serum Mask 5 sheets (3000 sold)
- MY BEAUTY DIARY Aloe Vera Soothing Mask 8s (3000 sold)
- BEPLAIN Cicaful Calming Mask Sheet (For Relief + Repair) 27g x 10s (2000+ sold)
- EVANS Evans Diamond Tomato Soothing Mask 25ml X 3 (2000+ sold)
- DR MORITA Hyaluronic Acid Long Lasting Facial Mask (For Smooth Skin + Resist Skin Aging) 5s (2000 sold)
Method to determine popular masks in Singapore 2.0:
- Locate product recommendation websites i.e. beauty websites in Singapore
- Ask ChatGPT to identify the most repeated/frequently recommended products based on located websites.
(ChatGPT’s Response)
Sulwhasoo Overnight Vitalizing Mask EX
This overnight mask is praised for its nourishing and revitalizing properties, utilizing traditional Korean herbal ingredients to improve skin texture and radiance.
Dr. Jart+ Dermask Water Jet Vital Hydra Solution
A deeply hydrating sheet mask designed to replenish moisture and improve skin elasticity, suitable for various skin types.
Mediheal Collagen Impact Essential Mask
Infused with hydrolyzed collagen, this mask aims to enhance skin elasticity and firmness, providing a youthful appearance.
Lululun Organic Facial Mask
Known for its organic ingredients, this sheet mask offers hydration and nourishment, promoting a supple and glowing complexion.
Hada Labo Gokujyun Hydrating Mask
Featuring hyaluronic acid, this mask provides intense hydration, leaving the skin plump and moisturized.
—> Preference for hydrating masks that relieve tired skin, nourish and make skin glow.
Method for determining most bought masks on Singapore e-commerce platforms 1.0:
*only works with retailers that allow sorting by Best Sellers/Top Sales or equivalent
- Use ‘sheet mask’ in search bar and filter by Best Sellers/Top Sales or equivalent
- Identify listings with largest quantity sold and rank from highest quantity to lowest quantity
Brief overview of audience of surveyed retailers:
- Watsons.com.sg: Female, middle aged audience
- A long-established health and beauty store that has been in Singapore since 1988. According to similarweb, Watsons’ audience is 36.63% male and 63.37% female, suggesting that more women visit the online store than men. The age group with the largest visitors is roughly even across 25-34 (22.51%), 35-44 (20.84%) and 45-54 (21%) year olds.
- Shopee.sg: Equal male/female, millennial audience
- A Singapore e-commerce company that was established in 2015. According to similarweb, Shoppe’s audience is 48.31% male and 51.69% female, an almost equal gender distribution. The age group with the largest visitors are 25-34 year olds, who make up 27.47% of site visitors, followed by 35-44 year olds, who make up 21.11% of site visitors. Shopee has the highest percentage of 18-24 year old visitors at 15.13%, compared to Sephora (12.70%) and Watsons (12.12%).
- Sephora.sg: Female, millennial audience
- Established its first flagship store in Singapore in 2008 and reopened this store in 2024 as its largest prestige beauty assortment within Asia. It is a ‘leading beauty destination in Southeast Asia, catering to locals and international tourists’ (Global Cosmetics News).
- According to similarweb, Sephora’s audience is 25.63% male and 74.37% female, suggesting that more women visit the online store than men. The age group with the largest visitors are 25-34 year olds, who make up 23.74% of site visitors, followed by 35-44 year olds, who make up 21.02% of site visitors.
Consolidated data of Watsons, Shopee and Sephora below:
Watsons
| Product Name & Description | Qty sold | No. of reviews | |
| 1 | L’OREAL PARIS SKINCARE L’oreal Paris Revitalift Hyaluronic Acid Plumping Fresh Mix Serum Mask Sheets 5s L’oreal Paris Revitalift Hyaluronic Acid Plumping Fresh Mix Serum Mask is the new generation of tissue mask. Infused with the highest concentration of Hyaluronic Acid to reveal youthful plumpy radiant skin and preserves freshness until activated by mixing. Enriched with highest concentration of Hyaluronic Acid and infuse algae fiber made tissue mask to activate intense hydration and plumping care. Benefits of L’oreal Paris Revitalift Hyaluronic Acid Plumping Fresh Mix Serum Mask Sheets – Intensely hydrate and plump fine lines in just 15 minutes – Reveals youthful plumpy radiant skin and preserves freshness – Activate intense hydration and plumping care – Visible results in just 15 minutes, skin intensely hydrated and fine lines plumped – Skin looks younger with plumpy radiance after 1 week of usage | 5000+ | 35 |
| 2 | GARNIER Black Serum Pure Charcoal Purifying and Hydrating Black Algae Pore Tightening Tissue Mask 1s A new generation** of tissue masks that infuses skin with 1 week of serum in 1 mask*. Breakthrough black tissue mask technology offers a double purifying and hydrating efficacy to clear skin without drying out. The black tissue is infused with Charcoal, known for its excellent absorbing properties & ability to remove impurities. It’s also enriched with glow reviving Black Rice Extracts, LHA & Hyaluronic Acid. Designed to fit Asian facial contours. Suitable for dull skin with uneven complexion, looking for an efficient yet pampering solution to purify skin and achieve radiance. | 3000+ | 68 |
| 3 | WATSONS Watsons Hydrating Serum Mask 5 sheets WATSONS Hydrating Serum Mask Sheet 5s Watsons Hydrating Serum Mask has an advanced specific range bringing you the powerful benefits of a full bottle of a high-performance serum in every mask. Designed to provide a safe and effective home clinic skincare solution, the soft and thin 100% cellulose mask sheets maximise absorption for optimal results, providing tailored care for a variety of skin needs in just 15 minutes. | 3000 | 21 |
| 4 | CUREL Intensive Moisture Care Moisture Repair Sheet Mask (Rich Intensive Moisture Treatment for Very Dry Sensitive Skin) 4s CUREL Intensive Moisture Care Moisture Repair Sheet Mask (Rich intensive moisture treatment for very dry, sensitive skin) 4s *Special night care item for soft, plump and fully moisturized skin the next morning! *Designed for sensitive skin to improve extra-dry and rough skin condition. *Provides long-lasting moisture and strengthens skin’s barrier to improve skin moisture content by +140% in 2 weeks^ *Moisturizing Ceramide Care: 10x Better Penetration of Ceramide functioning ingredient* into the stratum corneum (skin) to replenish the function of “ceramide” and provides moisture. *Unique sheet mask design: Sheet mask is designed to cover even eyelids and gaps around the nose that often become dry, with unique “flexible care” sheet that can be torn off to use. *Soft sheet mask is gentle on sensitive skin and adheres to delicate skin comfortably. *No added fragrance/ No added colorant/ No added alcohol/ Dermatologically tested/ Weakly acidic (match skin’s natural pH level) *Compared to the recommended usage amount of Curel Facial Moisture Milk, based on adherence of Ceramide-functioning ingredient tested (N=5) | 2000+ | 151 |
| 5 | BEPLAIN Cicaful Calming Mask Sheet (For Relief + Repair) 27g x 10s BEPLAIN Cicaful Calming Mask Sheet (For Relief + Repair) 27g x 10s A highly concentrated calming mask containing high content of Centella Asiatica extract that visibly soothes and reduces redness and irritation on the skin. | 2000+ | 18 |
Shopee
*Excluded listings with multiple brands in one listing
| Product Name & Description | Qty sold | No. of reviews | |
| 1 | [Shopee’s No.1 Daily Mask] THEFACESHOP Real Nature Mask Sheet Skincare Masker Muka 面膜 Assorted ALOE: #Soothing #Hydration Enriched with the essence of hydrating Aloe Extracts for mild care of sensitive skin CUCUMBER: #Moisturising #Hydrating Infused with the essence of Cucumber Extracts for cooling hydration to quench dry skin LEMON: #Brightening Enriched with the essence of Lemon Extracts for a flawless, clear skin RICE: #Brightening Loaded with the essence of Rice Extracts to soften rough skin and light up dull complexion MUNG BEAN: #Pore tightening #Firming Infused with the essence of Mung Bean extracts to help shrink pores for smoother-looking skin OLIVE: #Moisturising #Hydrating The ultra-moisturizing sheet mask with olive extract deeply hydrates dry, rough skin. POMEGRANATE: #Firming #Revitalizing Loaded with the essence of Pomegranate Extracts to firm up and revitalise skin with moisturising energy. BLUEBERRY: #Firming #Moisturising Infused with the essence of Blueberry Extracts to form a powerful protective layer for an invigorated look SHEA BUTTER: #Nourishing #Firming The nourishing and firming sheet mask with shea butter extract deeply nourishes dry skin to improve its elasticity GREEN TEA: #Clarifying #Hydrating Formulated with the essence of clean Green Tea ingredients to hydrate & clarify skin perfectly BAMBOO: #Revitalizing #Hydrating Loaded with the essence of Bamboo Extracts to hydrate and invigorate skin AVOCADO: #Nourishing #Moisturising Rich in essence of Avocado Extracts to nourish and moisturize skin HONEY: #Moisturising #Radiance The moisturising and radiance sheet mask with honey extract hydrates dry, flaky skin and leaves it glowing. TEA TREE: #Lightweight #Soothing Enriched with the essence of Tea Tree Extracts to target greasy, dull-looking skin caused by excess sebum RED GINSENG: #Firming #Nourishing Loaded with the essence of Red Ginseng Extracts to nourish & firm up sagging skin intensively | 50,6007.2k/mth | 1,300 |
| 2 | [Biodance Official] Bio-Collagen Real Deep Mask, Pore Tightening Overnight Mask, Hydrating Face Mask 🤍 DEEP HYDRATION: The oligo-hyaluronic acid found in the Biodance Bio-Collagen Real Deep Mask has a moisturizing effect that is superior to that of regular hyaluronic acid. It quickly hydrates the skin’s surface and penetrates deeper layers of skin resulting in a healthy and moisturized complexion. 🤍 PORE TIGHTENING & FIRMING: Ultra-low molecular collagen maximizes skin penetration and absorption. It refines enlarged pores, improves skin elasticity instantly after application and visibly smooths out the appearance of fine lines and wrinkles. 🤍 STRENGTHEN THE SKIN’S BARRIER: Our hydrogel mask contains 3 different kinds of probiotics that strengthen the skin’s barrier and prevent skin aging. 🤍 HYPOALLERGENIC: This deep hydrating facial mask is formulated with non-toxic & non-irritant ingredients. It is free of allergic reaction-causing ingredients and 19 other harsh, controversial ingredients. It is completely safe for sensitive, dry, and even acne-prone skin. 🤍 Biodance skincare products focus on the balance of effective ingredients and long-lasting results beyond temporary effects. | 49,8006.8k/mth | 11,100 |
| 3 | [TONYMOLY] I Am Mask Sheet Biodegradable Sheets Assorted 1_LEMON:Packed with Vitamin C, brightens and evens skin. 2_POMEGRANATE:Pomegranate Extract provides hydration while promoting elasticity for skin. 3_RICE:Infused with Rice Extracts and natural oils to provide elasticity and brightening effects to skin. 4_AVCADO:Avocado Extract with micro emulsion-based essence nourishes skin and revitalizes complexion. 5_ALOE:Aloe extract & water based essence provides maximum hydration for skin. 6_RED WINE:Red Wine Extract reduces appearance of enlarged pores while tightening and purifying skin 7_BROCCOLI:Antioxidant rich Broccoli Extract provides vitalizing energy to tired skin. 8_SEAWEEDS:Seaweed Extract with micro emulsion-based essence purifies and hydrates skin. 9_TOMATO:Vitamin E and Tomato Extract removes dirt and revitalizes skin. 10_TEA TREE:A powerful anti-inflammatory agent, Tea Tree Extract protects skin from harmful environmental factors and soothes fatigued skin. Additionally enriched with lemon, rosemary, thyme and jasmine extracts to balance skin. 11_MAKGEOLLI:Mineral Oils and fermented Rice Wine Extract refines skin to a more translucent and smooth complexion. | 11,6005.6k/mth | 1,400 |
| 4 | SKIN1004 Madagascar Centella Watergel Sheet Ampoule Mask 5ea (Cruelty-Free) 🍀Soothing and Hydrating Mask, consisting of 3x ampoules > Introducing the supple gel sheet mask with 3x more moisturizing content that delivers every drop of moisture from the sheet mask into the skin so it is fully absorbed 🍀Texture > Refreshing ampoule for hydration while locking in moisture 🍀Selected Raw Materials & Ingredients > [pH 5.5] : Slightly acidic formula to create a protective layer around the skin to maintain the pH balance of the skin > [Skin Calming] : SKIN1004’s specially manufactured oil-type Centella Asiatica Extract > Mentha arvensis leaf oil > 5 types of hyaluronic acid 🍀SKIN1004 made Mask Sheet ◾A special material made with fibers obtained from bamboo and processed through SKIN1004 proprietary technology – Centella from Madagascar ◾ Using high quality Centella Asiatica from the fresh region of Madagascar – Perfect waterlock ◾ Waterlocking gel sheet that contains 70% moisture even 30 minutes after use – EWG Green Grade ◾ Contains 26 allergenic ingredients and 20 ingredients to avoid according to a list made by MFDS – Soothing and not greasy ◾ Keep sebum clean and fresh with mint corn oil | 28,5004.5k/mth | 7,400 |
| 5 | [Torriden Official] DIVE IN Low Molecular Hyaluronic Acid Facial Serum Sheet Mask, Moisture Sheets for daily use, 10ea 𝐃𝐈𝐕𝐄 𝐈𝐍 𝐋𝐨𝐰 𝐌𝐨𝐥𝐞𝐜𝐮𝐥𝐚𝐫 𝐇𝐲𝐚𝐥𝐮𝐫𝐨𝐧𝐢𝐜 𝐀𝐜𝐢𝐝 𝐅𝐚𝐜𝐢𝐚𝐥 𝐒𝐞𝐫𝐮𝐦 𝐒𝐡𝐞𝐞𝐭 𝐌𝐚𝐬𝐤, 𝐄𝐧𝐨𝐮𝐠𝐡 𝐟𝐨𝐫 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐡𝐲𝐝𝐫𝐚𝐭𝐢𝐧𝐠 𝐜𝐚𝐫𝐞 𝐚𝐭 𝐡𝐨𝐦𝐞 🔵 Main Point ➰ Hyaluronic Acid : 5D Complex Low-Molecular Weight ➰ Panthenol & Allantoin & Ceramide NP ➰ No.1 Hydrating Serum Sheet Mask 🔵 Skin Concerns ➰ Dry, Oily, Combination and Senstitive skin 🔵 Benefits ➰ Hydrates and soothes ➰ Evens out skin texture ➰ Replenishes moisture | 47,1003.1k/mth | 11,600 |
Sephora
*Since quantity sold is not available, ranked listings by no. of reviews
| Product Name & Description | Qty sold | No. of reviews | |
| 1 | Sephora Collection Fiber Face Masks Assorted What it is: A sheet mask with hyaluronic acid and plant extracts for lasting hydration and targeted benefits in 10 minutes. What it does: Texture: Masks Skin type: Dry, Normal, Oily, Combination Active ingredients: Coconut – Nourishing & soothing Matcha – Mattifying & pore targeting Lychee – Moisturizing & glowing Watermelon – Quenching & plumping Blueberry – Skin perfecting & radiance Lemon – Purifying & clarifying1 Moisturizing Face Mask sold worldwide every 5 seconds*. The no. 1* Sephora Collection Moisturizing Face Mask is back and better than before with these sheet masks made using a fine fiber derived from acacia, resulting in a second skin effect mask for optimum skin absorption. It only takes 10 minutes for this face mask to boost skin hydration! Each sheet mask is formulated with hyaluronic acid and a cocktail of fruits and plants for instant and lasting hydration and targeted benefits. Whether it is to mattify skin, boost radiance or soothe complexion, everything is possible with these face care masks. *Global Sephora Retail sales 2022 | 1525 | |
| 2 | (Only at Sephora) Saturday Skin Intense Hydration Mask What it is: A brightening mask that conforms to the contours of your face comfortably, allowing optimal absorption What it does:Quench Intense Hydration Mask is made with a soft and cooling biocellulose sheet that conforms to the contours of your face comfortably, allowing optimal absorption. Hyaluronic acid replenishes moisture, while watermelon and aloe naturally hydrate and refresh. | 882 | |
| 3 | Sephora Collection Colorful Vitamin Face Mask Assorted What it is: A face mask made with banana fiber fabric & enriched with plant extracts and vitamins. They stay close to the skin and are highly absorbent. Enriched with vitamins B3, B6, C or E, the masks work in just 5 minutes, giving your skin an extra “shot” of skincare that really boosts results! What it does: These masks are infused with vitamins for the skincare properties that address the needs of all skin types: vitamins C and E, of natural origin, and synthetic vitamins B3 and B6. Combined with our super-ingredients of natural origin, they boost the product’s effects for an even more beautiful skin. Papaya: Known for its high vitamin content and radiance-boosting effect. Mango: Known for its sugar, protein and amino-acid content. Boasts perfect moisturizing properties to nourish the skin. Aloe vera: Saturated with water and known for its sugar content. Moisturizes the skin and protects it from dehydration. Dragon fruit: Known for its high vitamin content and skin-purifying effect. | 637 | |
| 4 | (Only at Sephora) Dr.Jart+ Ceramidin™ Cream-Infused Mask What it is: A face mask that lets you multi-task. This adhesive face mask for very dry skin coated in a rich cream with ceramide NP delivers 24 hours of moisture and boosts skin’s barrier strength by 31%*. What it does: Clinical results after one use: 151% more moisture* 24 hours of moisture31% stronger skin barrier* Clinical testing conducted on 20 women, after using the product for 15 minutes. Dr.Jart+’s ultimate moisture booster and TLC for dry, dry skin. Made from airy-tex™— a snug-fitting fabric that stays put even when you don’t — it brings dry, dull flaky skin back to life. Dermatologist tested. | 378 | |
| 5 | (Only at Sephora) Saturday Skin Cotton Cloud Probiotic Power Mask • 25ml What it is: A 100% natural microfibre mask packed with prebiotics and probiotics for a potent boost in radiance and to help enhance the look of healthy skin. What it does: This pack contains probiotics to boost the look of skin vitality and prebiotics to activate the full power of the probiotic infusion. The cotton extract contains vitamin E and polyphenols for boosted protection and hydration. What it includes: * 4 x probiotics * 2 x prebiotics | 211 |
Counting highlighted words
- 63 – Hydration; Moisture
- 17 – Youthful; Radiant; Bright
- 16 – Soothing, calming, sensitive skin
- 13 – Strengthen skin barrier, protective layer, revitalise
- 9 – Pore tightening, firming
- 9 – Nourishing
Appendix 3 – Additional Insights
Initial research on sheet masks:
From the data compiled on Watsons, Shopee and Sephora listings, there was an overlap with the masks being recommended by beauty websites in Singapore (refer to data in Appendix 2). Both the shop listings and recommendations by beauty websites indicated a strong preference for hydrating masks. Masks that make skin youthful, radiant and bright were also popular. Additionally, there seems to be some demand for masks that can treat various skin conditions, especially soothing and calming sensitive skin.
Reason for the focus on sheet masks
My assumption: Pervasive and widely available in Singapore’s physical and online retailers, and easy to compare with Japanese market because sheet masks are prevalent in Japan
When I used ChatGPT to test my assumption, ChatGPT suggested that consumers in Singapore use a range of different types of masks.
The following are hypotheses given by ChatGPT that need to be tested and tweaked:
1. Climate and Environment
- Japan:
Japan experiences four distinct seasons, including dry winters that can dehydrate the skin. Sheet masks, which are typically hydrating and easy to use, address this need effectively. Additionally, Japanese sheet masks are often lightweight and soothing, suitable for the hot and humid summer months. - Singapore:
Singapore has a consistently hot and humid tropical climate. Clay masks, which help to control oil and cleanse pores, are popular because they address the common skin concerns caused by humidity, such as excess sebum production and clogged pores. Sheet masks are also used but may not always suit the preference for oil-control products.
2. Cultural Practices
- Japan:
Japanese culture emphasizes rituals and self-care, which aligns with the practice of using sheet masks as part of a detailed skincare routine. The concept of “layering” skincare products for hydration and nourishment is prevalent in Japan, making sheet masks a natural fit. - Singapore:
Skincare in Singapore is influenced by practicality and efficiency due to the fast-paced urban lifestyle. Consumers tend to prefer multifunctional products, such as clay masks with multiple benefits (cleansing, exfoliation, and oil control) or quick sheet masks for hydration.
What are the various types of masks popular/best selling in Singapore?
To test ChatGPT’s hypotheses, I compiled data on the best selling masks from Shopee.sg, Amazon.sg, Sephora.sg and Watsons.com.sg, it seems that sheet masks and overnight masks are commonly bought on most platforms, except Amazon.sg, where sheet masks and clay masks are commonly bought (data in Appendix 2). In comparison, when I did a quick check on the best selling face masks on cosme.net (link), rakuten.co.jp (link) and amazon.co.jp (link), there was a strong preference for sheet masks.
Comparison of facial mask articles (refer to sheets)
The following is a detailed explanation of my analysis of facial mask articles from Japan and Singapore.
First, I prompted ChatGPT: ‘What criteria do these websites use to recommend facial masks?’, pasting the URLs of Singapore websites into my prompt. I did the same with URLs of Japanese websites in a second prompt. Answers for both prompts were basically the same.
ChatGPT’s response: Websites recommending facial masks often consider several key criteria to ensure their suggestions meet diverse skin care needs. Based on the provided URLs and general industry practices, here are the common factors they evaluate:
- Skin Type Compatibility: Recommendations are tailored to specific skin types—oily, dry, combination, sensitive, or acne-prone—to ensure the mask’s formulation benefits the user without causing adverse reactions.
- Skin Concerns Addressed: Masks are selected based on their effectiveness in targeting issues like hydration, brightening, anti-aging, pore minimizing, or soothing irritated skin.
- Ingredient Efficacy: The presence of active ingredients such as hyaluronic acid for hydration, vitamin C for brightening, or salicylic acid for acne treatment is a significant consideration.
- Product Formulation and Type: The type of mask—sheet, clay, cream, gel, or overnight—is chosen based on its suitability for the intended skin concern and user preference.
- Brand Reputation and Reviews: Products from reputable brands with positive customer feedback and clinical endorsements are often favored.
- Price Point and Accessibility: Affordability and availability within the target market, such as Singapore, are considered to cater to a broad audience.
- Dermatologist or Expert Recommendations: Endorsements from skincare professionals add credibility to the product’s efficacy and safety.
- User Experience Factors: Aspects like ease of use, scent, texture, and packaging can influence recommendations, aiming to enhance the overall user experience.))
Here are additional observations I made, in addition to those already mentioned in Appendix 1, points [*14] and [*15].
The articles are similar in their content in that through the recommendations, they hope readers can find the product that meets their precise needs. Some of the articles from both countries also seem to be encouraging readers to use facial masks or adopt them more regularly into their skincare routines. These articles usually include an explanation of facial masks and how they are used in their introductions.
Considering only the articles’ titles, articles from both countries market their recommendations based on skin concern. This indicates that consumers from both countries are actively using masks to address specific skin issues. In addition to mentioning the skin concern in their titles, some articles from Singapore websites also use verbs such as ‘hydrating’, ‘whitening’ and ‘glowing’ to emphasise the masks’ ability to deliver on those things.
The phrases, ‘everyday use’ and ‘cost performance’, are seen in some of the titles of Japanese articles. These terms are sometimes used together in the same article. This aligns with how sheet masks have become established in some consumers’ daily skincare and makeup routines. Articles that mention ‘cost performance’ are aimed at consumers who are trying to get the most value for their money, or are trying to save money since they use sheet masks regularly.
Several of the Japanese articles also mention that the masks are determined based on popularity rankings, which reflects how user generated reviews are part of the beauty scene that informs how consumers select products. User generated reviews on sites like Cosme are not a feature of Singapore’s beauty scene.
Finally, categorisation of sheet masks and packs for different age groups by the Japanese articles suggests that the consumer base is extensive, and there are a whole range of sheet mask users with different age specific concerns using sheet masks.
Moreover, the Japanese articles distinguish between sheet masks and packs, a distinction that does not exist in Singapore. While ‘sheet masks’ refer to single use sheets in individual packets, ‘packs’ refer to packs containing a large number of sheets, sometimes 20, 30 or even 50 sheets.
Related, unused content:
An excerpt detailing how Pore Care masks have some demand in Japan:
Masks delivering pore care have continued to have a following. Keana Nadeshiko’s rice mask is the best example in this category. It enjoyed popularity within the initial years after its release in 2015. It entered Cosme’s Best Cosmetics Award, sheet mask category, in 2017 in second place. In 2018 and 2019, it ranked first, before falling to third place in 2021 and 2022, and disappearing from the rankings in 2023. Nonetheless, it is still regularly reviewed and purchased on Cosme’s website and is a common product in drugstores.
An unused idea I decided not to pursue: Women using facial masks on the plane/during their travels.
