Globally, the hygiene components market is predicted to grow to USD92.5 billion by 2022, while the facial sheet masks market is forecasted to reach USD14 billion by 2030.
This strong market growth is reflected in Lenzing’s VEOCEL brand story in Asia where the brand recorded a staggering double-digit growth in the last year, compared to the pre-pandemic period. It is expected that the high demand for personal hygiene products in Asia will continue, even after the pandemic’s immediate impact lessens, whilst the beauty care segment is also forecasted for high growth.
In particular, the beauty care product trend has started to gain more prevalence in Southeast Asia. Strong growth potential is driven by the rise of environmental consciousness among younger consumers and VEOCEL has been actively expanding its partner and customer networks in the region.
Steven Tsai, Senior Regional Commercial Director for Nonwovens Asia, Lenzing, said, “We have observed a significant behavioral change in consumers since the beginning of the pandemic. As people spend more time at home, they are prioritizing self-care, causing them to invest in products which will improve their personal well-being. Globally, VEOCEL has three core segments – Personal Hygiene, Beauty Care, and Wipes. In Asia specifically, we are seeing high growth potential in the beauty care segment with an increased demand for facial sheet masks and facial cleansing wipes, as well as in the hygiene market where more consumers are prioritizing their health and cleanliness.”
Since the introduction of the VEOCEL certification criteria in July 2019, the VEOCEL brand logo has been featured on personal hygiene and beauty care products made from cellulosic and biodegradable fiber materials. This created an important benchmark for the industry, which is represented by the robust brand partner portfolio the VEOCEL brand exhibits across Asia.
VEOCEL branded lyocell fibers are currently used in Asian facial sheet mask brands like Annie’s Way, Deepondé, Sensatia Botanicals and Watsons’ HA facial sheet mask collection. Facial sheet masks made of these fibers are not only naturally smooth and certified clean and safe, but they are also of 100% botanic origin and produced using eco-responsible production processes. Lenzing’s patented Translucency technology further complements the fiber’s features, providing a tender luxurious feeling on the skin and a premium level of fineness.
Feminine hygiene product brands such as Yeijimin Forest Story in Korea and Kotex Nature in China also use 100% VEOCEL branded lyocell fibers as the top sheet of their sanitary napkins. The recent launch of VEOCEL branded lyocell fibers with patented Dry technology will be especially beneficial for products which need to provide a feeling of dryness for the wearer, ensuring great comfort.