While there’s much buzz about K-beauty masks, a Pasadena, Calif.-based company is doing its share to bring customers into the mass market for the burgeoning category.Over the past 24 months, Yes To face masks drove 61 percent of the category growth, according to Ingrid Jackel, chief executive officer. Yes To also claims nine of the top 13 best-selling masks at mass.To keep the momentum going, Jackel introduced several new masks and two micellar waters at an event in New York on May 10.Ingrid Jackel demonstrates Yes To DIY masks.“Masks and patches are growing and not going away. We are clearly taking full advantage of the DIY trend [in the mask market],” Jackel said.Shipping in June and July will be an extension of its DIY powder-to-clay masks now packaged in single-use portions. Users mix the powder formula with anything they desire including water, honey, juice, yogurt or even fresh fruit. The four options are charcoal, tomato extract, coconut oil and cucumber extract. The single masks retail for $2.99 and include a bowl and spoon for mixing.Also, Yes To cooked up single-use Mud Masks in a variety of choices: Cucumbers Calming Mud Mask, Single Use Moisturizing Mud Mask, Grapefruit Boosting Mud Mask and Cotton Comforting Mud Mask. They also retail for $2.99. For those who prefer paper masks, the company now has Grapefruit Single Use Vitamin C Glow Boosting Paper Masks.There’s tremendous potential in sleep masks, which for many have replaced night cream, Jackel said. Yes To’s versions target specific needs such as a charcoal version with salicylic acid to help prevent acne from forming and a coconut version for ultimate hydration.It is full speed ahead for masks, Jackel added. “We are seeing new forms of masking and multimasking is also a big phenomenon,” she said. “Women think of their skin in different ways — not just dry or oily. One day they might be dry; other days shinier and that’s why there are so many forms of masks.”[caption id="attachment_10888022" align="alignnone" width="225"] Yes To Micellar Cleansing Water[/caption]Jackel said micellar waters remain popular in mass skin care and the company revealed two options: Tomatoes Detoxifying Charcoal Micellar Cleansing Water and Acne Clearing Micellar Cleansing Water. The latter features salicylic acid, a blemish-clearing ingredient. The 7.7 fluid-ounce cleansing waters retail for $8.99. Finally, Yes To added new Tomatoes Detoxifying Charcoal Facial Wipes.Yes To is sold at retailers including Target, Wal-Mart, Ulta Beauty and Rite Aid.More From WWD:Truhair Color & Lift Releases Version for Those on the GoVF Promotes North Face Exec to Brand PresidentCathy Waterman Makes Personal Appearance at Ylang 23
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia