It’s a wonder no one’s thought of it before.
Nannette de Gaspé Beaubien, a former private equity executive from Montreal, is pioneering an antiaging mask made of dry fabric, a waterless alternative to formula-soaked sheet masks — a potentially cumbersome pursuit for a time-starved luxury customer intent on applying a treatment while traveling or multitasking. Already launched abroad at Selfridges in London, Beaubien has expanded her business stateside at Barneys and Net-a-Porter, both launched earlier this year. This week the line is entering Cos Bar doors and its e-commerce site. Brick-and-mortar locations include Aspen and Vail, Colo.; Scottsdale, Ariz.; Charleston, S.C.; and New York. The masks will bow at Cos Bar in Los Angeles in early 2017.
Beaubien claims the waterless aspect of her delivery system is not only convenient — it was designed to be effective, too.
“Wet masks are on average 85 percent water and glycerin and 5 to 7 percent active ingredients,” said Beaubien, who noted that Nannette de Gaspé Restorative Techstile Masques contain 87 percent active ingredients and emollients, and are claimed to penetrate several layers of the skin.
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The masks come in five varieties, one each for eyes, mouth, neck, hands and face. A proprietary patented Biomimetic MicroVector technology, which Beaubien discovered while working in private equity, is said to slowly release ingredients for six to eight hours after the mask, only meant to be worn for less than 30 minutes, is taken off. Each mask, which retails for $85 to $120 individually to $425 for a pack of four, can be used up to three times, unlike most sheet masks that are meant to be disposed of after a single use. Each mask comes in a resealable hygienic pouch for storage. The formulas are designed to treat a number of antiaging issues. They are said to temporarily hydrate the skin, improve elasticity and pigmentation, and lift and fill wrinkles, with more permanent results seen over time.
“We’ve come out with a true delivery system,” said Beaubien, who likens the masks to “wearable technology meets luxury cosmetics.”