Allies of Skin 1A All-Day Mask.


Why should face masks only be used at night — or once a day?

This was Allies of Skin founder Nicolas Travis’ thinking when he introduced his Singapore-based brand this spring, which hits U.S. retailers Saturday. The 1A All-Day Mask is the hero product of the three-piece skin-care collection, which stemmed from Travis’ belief in double masking and combination treatments.

“In Asia, you have the Korean [skin-care] regimen and it’s really 10 to 14 steps. People here do a lot of that,” Travis said, explaining that his line is the antithesis of that. “I can have one product that does multiple things; it’s effortless and time saving.”

The 1A All-Day Mask, which contains caffeine, 11 antioxidants, honey, phospholipids and aloe, is as concentrated as a mask but is designed to absorb on the skin like a moisturizer. Plus, Travis said the $89 mask is designed to create an antipollution barrier (thanks to those 11 antioxidants) that fights elements from smog, cigarette smoke and even heavy metals from acid rain. Clinical tests also showed that the mask reduces acne blemishes.

“Every product should protect the skin against pollution,” Travis said. “You may not be in New York, but if you’re in Tokyo or Shanghai or Sydney, you still face pollution and cigarette smoke and things that living in a city brings.”

The 1A Overnight Mask, $109, contains Ally-R, a patented, time-release form of retinol to treat acne, wrinkles and sun damage, as well as a host of actives that hydrate and fuel skin cell renewal. And a $55 Molecular Saviour Toner Mist — filled with probiotics and antioxidants — is intended to be used before applying either mask or during the day for extra hydration, according to Travis.

During the first week of October, the brand will roll out to Space NK, Shen Beauty, Ron Robinson at Fred Segal and Farfetch.com. Internationally, Allies of Skin is already carried in 15 specialty stores in Travis’ native Singapore, 17 doors in Russia at specialty store Cosmotheca and will launch in Sephora in Australia. It will also hit Sephora’s e-commerce site for Singapore, Thailand, Malaysia, Indonesia, Philippines and Middle East early next year.

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