Originally thought to be a pandemic beauty fad, the at-home LED facial device market is undergoing an unexpected, and exciting, resurgence.
These products, which elevate consumers’ skin care routines by infusing them with light therapy technology, are back in the spotlight thanks to a host of new players and device formats entering the category and creating a buzz.
Everyone from supermarket chain Aldi to personal care and sheet mask provider BeautyPro have launched at-home LED facial devices in the past two months, which promise a greater level of efficacy in their light therapy tech and at more affordable prices.
Plus, with streaming service Netflix putting an LED face mask on display in the latest season of its popular high school drama Sex Education, the devices have certainly gone mainstream.
“It is a really great scene in Sex Education when the character Joanna got the mask, put it on and talked about how much it was,” says Ibs Ansari, co-founder of BeautyPro.
Increased recognition around... devices enhancing the results of standard products have attracted results-driven shoppers to invest
“She talks about getting it on a discount and it is a really cool message around accessibility – she bought it because she knows it is really beneficial.”
The latest industry figures back up the category’s triumphant return too.
The global home-use beauty devices market was valued at US$14m in 2022, found analyst P&S Intelligence.
It is expected to increase at a CAGR rate of 26.1% to an incredible $89m by 2030.
The value sales of facial skin care devices in the UK also increased 11.4% last year to £674m, found market analyst Mintel, as consumer appetite continues to grow.
But why is the resurgence happening now and what does it mean for the category going forward?
The power of social buzz
Consumers are more aware than ever of how