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What started in your cup has spread all over your skin care, and the timing couldn’t be more perfect. The global matcha market is already valued at $4.69 billion in 2024 and is expected to reach $7.43 billion by 2030. This kind of growth always attracts the attention of the beauty industry, and this time the passion is shiny, creamy and very green.
Beauty cabinets are turning into mini matcha cafes. Laneige is serving up a Matcha Latte Lip Mask, while Huda Beauty is getting in on the trend with its Matcha Lip Tint. Even Indian brands like Cleco have a matcha enzyme scrub, and René offers toners, masks, and lip balms.
Niharika Jhunjhunwala, founder of Cleco, says, “Macha is no longer just a morning ritual. It’s one of the hottest ingredients in beauty right now – rich in antioxidants, soothing to the skin and deeply detoxifying. And we’re seeing this craze firsthand. It also reflects a shift towards ingredient-based, wellness-focused beauty – where efficacy meets conscious self-care.”
Talking about why it’s a craze, dermatologist Geetika Mittal Gupta explains, “People feel more comfortable with ingredients that feel familiar and nutritious. This trend is a demonstration of the shift towards holistic wellness.”
Now, to understand whether matcha products are actually good for your skin or it’s just a fad, we talk to experts:
Why does your skin love this green powder?
Matcha is derived from a plant (Camellia sinensis), long known for its calming, protective powers. dermatologist Kiran Lohia Explains:
Supercharged Antioxidant Power: Matcha contains about three times more EGCG than regular green tea, which means stronger protection against free-radical damage caused by UV, pollution, and stress. It helps soothe inflammation, reduce redness, aid in barrier repair, and even control excess sebum — making it especially useful for acne-prone or sensitive skin.
Natural anti-pollution shield: The high chlorophyll content in matcha acts like a magnet for environmental pollutants. It helps bind and neutralize particles, giving the skin an extra layer of protection against urban pollution, as well as aiding detoxification and removing dullness of the skin.
Better skin recovery: The concentrated polyphenols in matcha may help soothe skin after procedures (such as lasers or peels) by reducing oxidative stress and encouraging accelerated healing.
Oil-Balancing + Anti-Aging: Its powerful antioxidant profile also helps reduce early wrinkles, improve texture and keep skin oil levels under control.
spill tea
Influencer Karma Dhingra says this craze makes perfect sense. “It’s catching on because people are drawn to skin care that feels familiar and fun while still delivering real results. There’s a sense of nostalgia and comfort when ingredients reflect daily rituals, as well as offer benefits.”
On the other hand, Prachi Bhandari, co-founder of Aminu, a company that makes green tea skincare products, says, “Coffee energizes you, tea gives you energy, matcha creates a calming kind of focus. These sensations are already familiar, so people understand why these ingredients can help their skin.”
Skin Care Drinks (Rage)
Matcha may be the star right now, but the beauty has been fueling the beverage for years. Coffee became popular along with face serums, facial kits and scrubs. And when applied topically, it constricts blood vessels to reduce puffiness, especially under the eyes.
Another example is green tea serum, which helps reduce redness. Rich in catechins and EGCG, it acts as a powerful antioxidant, calming inflammation, reducing redness and strengthening the skin barrier.
It seems like everything you drink finds its way into a bottle or jar and people are clearly loving it.
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