Toner pads may have been flying under the radar in the west, but the Korean beauty trend is expected to soar in 2025.
The pre-soaked pads are infused with toner for quick and convenient use, and are a staple in Korean beauty routines.
But as word catches on, Grace Vernon, Head of Global Trends & Cultural Insights at Boots and No7 Beauty Company “anticipates growth” in toner pads in 2025, while Nick Vaus, co-founder and Managing Partner at brand consultancy Free The Birds adds: “The explosion of toner pads will most certainly take off globally in 2025.”
Vaus says: “The ease in application – especially while travelling – combined with how well it lends itself to the sheet mask phenomenon, demonstrates significant growth potential for this versatile product.”
The versatility of toner pads has contributed to the vast popularity of the skin care format in Korea.
K-beauty retailer PureSeoul's Lead Product Specialist Alethea Demetriou tells Cosmetics Business that the convenience of having pre-soaked pads ready to use saves time and simplifies skin care routines, and the grab-and-go nature of the products makes them ideal for anyone looking for effective skin care with minimal effort.
“You can simply wipe them over your face for quick application or, as I learned in Korea, use them as mini sheet masks, lovingly referred to as 'Korean Mask Packs',” says Demetriou, noting that using toner pads in this way provides targeted care.
Melody Yuan, founder and CEO of online K-beauty store Skin Cupid adds that applying multiple pads as a kind of makeshift face mask helps to hydrate the skin, but it can also help to identify the dehydrated parts of the face as the user can easily see which areas are soaking up the essence the quickest.
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