Facial sheet mask sales show no signs of slowing down. At first masks gained notice as fun and quick skin care solutions. The latest breed represents alternatives to dermatological procedures that are expected to keep sales surging at a double-digit clip. Masks are here to stay as a now-known necessary step in the skin-care regimen.
Next month, Barneys New York, one of the first luxury merchants to commit to masks, will dive deeper into the business with the launch of Starskin’s first-to-market Micro-Filler Mask Pack. Starskin, known for premium ingredients, materials and technology sourced from Korea is the sheet mask leader in Europe and the Middle East and has its sights set on the U.S. The new Starskin Pro Micro-Filler Mask Pack is available on Starskin’s new e-commerce site, Starskin.com, which launched at the beginning of January. Starskin plans to expand its retail distribution later this spring.
Euromonitor International reported that global sheet mask sales have soared from $3.6 billion in 2012 to $6.3 billion last year. The U.S. market still has plenty of potential because it only represents 3.5 percent of the total market.
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According to Starskin’s cofounder Nicole Arnoldussen, the new mask pack combines the effects of professional micro-needling with EGF (epidermal growth factor), Plant Stem Cells and Floret DNA to improve volume and elasticity for a more youthful appearance. “This is the perfect solution for those who are considering injectibles, but haven’t been driven to needles…yet,” she said. The mask is also suitable for people looking for a product to use in between laser or filler appointments. “And it works for those with sensitive skin who can’t do micro-needling performed in a doctor’s office.” Arnoldussen said micro-needling can cost as much to $400 to $500 making it cost prohibitive for some. In addition, due to the unique delivery system, the treatment is a safe and a hygienic alternative to at-home micro-needling devices.
The Starskin Pro Micro-Filler Mask Pack is available as a single application at $35 and as a four-pack retailing for $110.00. To simulate the experience of micro-needling, the product comes with a syringe to dispense proprietary “micro-pyramids” made of pure hyaluronic acid. These pyramids produce painless punctures or micro-tunnels in the skin, triggering the body’s natural healing and cell regeneration process. A nutrient-rich mask made from premium Bio-Cellulose follows, melting the hyaluronic acid infused micro-pyramids to deliver rejuvenating ingredients through the micro-tunnels into the skin. As a result of the two-step process, ingredients are absorbed more effectively and at a deeper level.
Having just launched last year, Starskin has been a major force in the Barney’s Mask Bar which the brand now represents a good majority of its sheet mask assortment. “Barneys’ consumers are educated and very savvy,” said Annie Hildenbiddle, Starskin’s senior vice president of marketing and sales. “They know Starskin as the authority of sheet masks due to its strong reputation of innovation, technology and efficacy.”
The company’s mask assortment is vast and includes some of the first-to-market Coconut Bio-Cellulose masks which target every skincare need or concern, deep cleansing exfoliators a segment called JuiceLab infused with superfood ingredients like vitamin C and kale, and masks for feet, hands and lips. Prices range from $10 for Red Carpet Ready Hydrating Bio-Cellulose Second Skin Face Mask to $37.50 for the multi-purpose 7-Second Overnight Mask. Starskin is sold in 2,000 stores in 30 countries including Harrods, Harvey Nichols, Selfridges, Douglas and Sephora in the Middle East.