Facial sheet masks are a favourite with Asians but now consumers are aware of the wastage of these single-use products and are looking for more sustainable options. This is threatening their place in the Asian beauty market. Lenzing, a specialty fibres company expected the facial sheet market to grow as consumers have made self-care and wellness a priority. In fact, it was visible in Lengzing’s Veoel brand that showcased a double-digit growth in Asia in 2020. However, with consumers wanting more sustainable products and the regulatory shifts like the European Commission’s Single Use Plastics (SUP)Directive, there is going to be a change. It might take time for these regulations to be implemented but the impact will be felt. Companies will have to work on sustainability and make products keeping climate care in mind.