January 17, 2021

K-beauty, YouTube Drive DIY Beauty Masking Craze

“I want to do it myself.”
That seems to be the mantra of an increasing number of consumers, who want to have a hand in creating what goes on their faces. Skin-care brands are listening — and serving up masks to mix at home.
A confluence of factors — from Korean skin care to Google and YouTube search terms related to DIY beauty — is fanning the movement. Data from NPD shows that the U.S. prestige skin-care market grew 6 percent in the second quarter to $1.4 billion, with masks comprising 4 percent, or $56 million, of that total (this puts masks at roughly a $200 million business per year). According to statistics supplied by Google, DIY beauty searches on YouTube from January through June of this year jumped 52 percent from the same six-month period in 2016. In January of 2017, beauty DIY searches in YouTube were 2.3 times higher than January 2016.
This indicates that consumers clearly have a desire for a “DIY experience” — and this has sent the skin-care market and brands such as Dr. Dennis Gross Skincare, Erno Laszlo and Skyn Iceland rushing to develop products that fit the bill.
At the moment, these treatments largely focus on dual-phase

Follow WWD on Twitter or become a fan on Facebook.

Read More…