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
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
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"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.