Exfoliating Brushes Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Electric, Manual), By End User (Individual Consumers, Beauty Salons and Spas), By Distribution Channel (Online, Offline), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1.93 Billion
CAGR (2026-2031)	5.43%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 2.65 Billion

Market Overview

The Global Exfoliating Brushes Market will grow from USD 1.93 Billion in 2025 to USD 2.65 Billion by 2031 at a 5.43% CAGR. Exfoliating brushes are skincare instruments designed to mechanically remove dead epidermal cells and impurities through the use of oscillating, rotating, or static bristles. The market growth is fundamentally supported by the increasing consumer requirement for deep cleansing efficacy and the desire to replicate spa quality treatments in a domestic setting. This robust demand for regimen enhancement is reflected in the performance of the wider sector which fuels device adoption; according to the Cosmetic, Toiletry and Perfumery Association, in 2024, skincare sales within the Great Britain market increased by 12.2 percent year over year.

However, the expansion of the market is impeded by consumer concerns regarding skin barrier integrity. The risk of irritation or micro abrasions caused by mechanical friction discourages adoption among individuals with sensitive skin conditions such as rosacea. This apprehension regarding potential damage limits the frequency of usage and restricts the total addressable market for these devices.

Key Market Drivers

The integration of sonic technology and AI-driven personalization is a primary catalyst for market expansion, as consumers increasingly seek devices that offer professional-grade precision and customized treatment plans. Manufacturers are embedding smart sensors and connectivity features into exfoliating brushes, allowing for real-time skin analysis and adaptive cleansing routines that mitigate the risk of over-exfoliation. This technological evolution has significantly boosted the manufacturing and innovation arm of key industry players, validating the commercial viability of high-tech grooming solutions. According to Nu Skin Enterprises, February 2025, in the 'Q4 and Full-Year 2024 Financial Results', revenue for the Rhyz segment, which encompasses their beauty device innovation ecosystem, increased by 32.3% year-over-year.

Increasing consumer awareness regarding the efficacy of deep cleansing and exfoliation further propels the adoption of these devices, driven by a desire to optimize the absorption of active ingredients in skincare regimens. As individuals become more educated on skin health, there is a marked shift towards dermatologically backed routines that utilize mechanical exfoliation to enhance skin texture and radiance. This focus on clinical efficacy is reflected in the performance of related skincare sectors; according to L'Oréal, February 2025, in the '2024 Annual Results', the Dermatological Beauty Division achieved a like-for-like sales growth of 9.8%. The wider industry continues to benefit from this prioritized spending on premium personal care; according to LVMH, January 2025, in the '2024 Annual Results', the Selective Retailing business group posted organic revenue growth of 6%.

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Key Market Challenges

Consumer apprehension regarding the potential for mechanical damage to the skin barrier acts as a significant restraint on the Global Exfoliating Brushes Market. Individuals with compromised or sensitive skin often view the physical friction exerted by oscillating or rotating bristles as a primary trigger for inflammation and discomfort. This perception compels a substantial portion of the consumer base to opt for gentler exfoliation alternatives or to forego the step entirely to preserve epidermal health.

The impact of this sensitivity on product adoption is evident in data concerning specific skin conditions which limits the total addressable market. According to the National Rosacea Society, in 2024, 82 percent of rosacea patients reported that certain skincare products and cosmetics aggravated their condition. Such high susceptibility to irritation discourages the use of mechanical devices among these demographics and slows volume growth as safety concerns override the desire for deep cleansing.

Key Market Trends

The Adoption of Eco-Friendly and Biodegradable Materials is fundamentally reshaping product development within the market as manufacturers move away from virgin plastics to address intensifying environmental concerns. This trend drives the replacement of traditional synthetic handles and bristles with sustainable alternatives such as post-consumer recycled (PCR) composites, bamboo, and plant-based fibers, aligning hardware specifications with the circular economy goals of the broader beauty industry. The sector-wide urgency to overhaul material supply chains is evident in the strategic initiatives of major personal care conglomerates; according to Beiersdorf, February 2025, in the 'Annual Report 2024', the company successfully converted key product packaging to 80 percent recycled aluminum and achieved a 25 percent absolute reduction in greenhouse gas emissions, establishing a new sustainability benchmark that device manufacturers are increasingly compelled to match.

Simultaneously, the Expansion into Men's Grooming and Gender-Neutral Designs is widening the consumer base by dismantling the traditional perception of exfoliating tools as exclusively feminine accessories. Male consumers are progressively integrating sophisticated mechanical cleansing devices into their daily routines, moving beyond basic shaving to comprehensive skincare regimens that require deep exfoliation. This demographic shift is validating the commercial strategy of releasing ergonomic, gender-inclusive units that focus on utility and performance rather than gendered aesthetics. The economic viability of targeting this growing segment is substantiated by recent financial performance; according to Procter & Gamble, July 2024, in the 'Fourth Quarter and Fiscal Year 2024 Results', organic sales for the Grooming segment increased by 7 percent year-over-year, driven largely by volume growth from innovation and a favorable mix of premium products.

Segmental Insights

The Online distribution channel is currently the fastest-growing segment in the Global Exfoliating Brushes Market. This accelerated expansion is primarily driven by the proliferation of e-commerce platforms, which offer consumers unparalleled access to a diverse range of niche and premium international brands often unavailable in physical retail stores. Furthermore, the market is heavily influenced by digital marketing and social media, where influencer-led demonstrations allow potential buyers to visually assess product efficacy before purchase. The ability to extensively compare technical specifications, such as bristle composition and power settings, alongside verified user reviews, further encourages the shift toward digital procurement for these skincare tools.

Regional Insights

North America holds the leading position in the global exfoliating brushes market, driven by high disposable income and established personal care habits. Consumers in this region prioritize comprehensive skincare routines, supporting the steady demand for both manual and electronic cleansing devices. The market expansion is further supported by the presence of key manufacturers and robust distribution channels. Furthermore, regulatory oversight by the United States Food and Drug Administration regarding device safety standards strengthens consumer trust. These factors collectively establish North America as the primary revenue generator in the global industry.

Recent Developments

• In September 2024, PMD Beauty released the PMD Clean Redvolution, a new dual-sided smart facial cleansing device. This product combines the brand's signature SonicGlow technology, which delivers 7,000 vibrations per minute to break down dirt and oil, with medical-grade red light therapy on the reverse side. The device features a silicone brush head for hygienic, gentle exfoliation and cleansing, while the red LEDs target fine lines and collagen production. This launch signifies a growing trend in the market towards multifunctional tools that merge physical exfoliation with advanced light therapy for comprehensive skincare benefits.
• In September 2024, Michael Todd Beauty received industry recognition when its Soniclear Petite antimicrobial sonic skin cleansing brush was named a winner in the Allure Best of Beauty Awards. The device was celebrated for its patented antimicrobial protection, which keeps the brushes cleaner and fresher for longer, and its sonic technology that provides effective exfoliation and pore cleansing. This accolade reinforces the continued relevance and demand for sonic cleansing brushes in the beauty market, emphasizing the importance of hygiene-focused features in exfoliating tools.
• In February 2024, Nu Skin Enterprises expanded its portfolio of beauty and wellness technology with the introduction of the RenuSpa iO in the United States. While the company is well-known for its ageLOC LumiSpa cleansing brushes, this new FDA-cleared device focuses on total-body wellness through adaptive microcurrent technology. The device is designed to stimulate the skin, helping to depuff, tone, and sculpt, while also providing a comfortable massage. The launch highlights the company's strategy to broaden its range of connected at-home devices that complement its existing exfoliation and cleansing tools, further integrating beauty and wellness treatments.
• In January 2024, Kohler Co. expanded its presence in the wellness and beauty sector with the launch of the SpaViva Handshower and All-in-One Cleansing Device. Unveiled at the Consumer Electronics Show (CES), this innovative bathroom fixture integrates a multifunctional cleansing tool directly into the showerhead. The device features magnetically docking attachments, including a facial brush, body brush, body scrubber, and body massager, designed to provide a spa-like exfoliation and cleansing experience at home. This launch represents a significant crossover between the home fixture and personal care device markets, offering a streamlined solution for in-shower skincare routines.

Key Market Players

• Kellwil Inc
• Buttah Enterprises LLC
• Koninklijke Philips N.V.
• Michael Todd Beauty LP
• Vivalui LLC
• Alchemee LLC
• The Procter & Gamble Company
• Shenzhen Shidai Zhongchuang Investment Co., Ltd.
• Reviva Labs, Inc.
• SNF Group

By Type	By End User	By Distribution Channel	By Region
Electric Manual	Individual Consumers Beauty Salons and Spas	Online Offline	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Exfoliating Brushes Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Exfoliating Brushes Market, By Type:

• Electric
• Manual

• Exfoliating Brushes Market, By End User:

• Individual Consumers
• Beauty Salons and Spas

• Exfoliating Brushes Market, By Distribution Channel:

• Online
• Offline

• Exfoliating Brushes Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE