Korean beauty company Peach & Lily is making its first move into product development with a line of sheet masks set to launch this summer.
Pricing and distribution details are not finalized, nor is an official launch date, but Peach & Lily founder Alicia Yoon confirmed the company is working on a set of three 100 percent cotton sheet masks that incorporate feedback from the company’s consumer base. “It’s our very first product,” Yoon said. “We started working on it about 18 months ago, it took a long time to figure out the formulations.”
The masks — all hydrating — have different situational uses, Yoon said. For the days consumers feel like they are having an “off” skin day, there’s a mask that focuses on intense hydration and nourishment; for days when consumers want their skin to look fuller, another mask that focuses on firming and plumping (and if used daily, can display antiaging benefits, according to Yoon); and for days when consumers perhaps did something that caused skin to react negatively (think sunburns or heavy partying), a third mask that aims to pull “angry” skin back to neutral.
The idea for the mask line came from Peach & Lily customers, who asked questions and put in requests for sheet masks that provided specific benefits. “At first we were just getting a lot of comments from our consumers about ‘could we have a product that feels like this…or one that might leave your face feeling this way,’” Yoon said. So she decided to ask the site’s community what they would want in a “dream” sheet mask, via blog, survey and Instagram post. “It was pretty interesting because it had so much data that we actually saw some trends in terms of what people were looking for,” Yoon said.
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“Things like ‘I want an instant glow, but I also want long-term benefits.’ ‘I want to make sure that if it’s sitting on my face for 20 minutes, it really is gentle even though it has to work,’” Yoon said.
Yoon took one of her regular trips to Korea, where Peach & Lily sources the products for its e-commerce operation, to look for masks. “I went back to Korea to try to look for sheet masks that would be exactly in line with what people were asking for in the space…it wasn’t exactly the easiest thing to find,” Yoon said. “We have really good access to some of the very best coming out of Korea, but a lot of the brands create the products for their consumer base, which isn’t necessarily our consumer base.” Yoon went to work testing sheet masks — more than 1,000 she estimates — on her own face, her fiancé’s face and her hands, but didn’t find one that met the customer requests, and decided the company should make its own.
Peach & Lily’s masks are slated to launch in July or August, with retail distribution and selling through the Peach & Lily’s Web site as options, Yoon said. A follow-up group of masks, meant to tackle other skin situations, is in the works. The product launch follow’s Peach & Lily’s first foray into retail — it launched a shop-in-shop in Macy’s in 2015 — and comes about four years after Yoon founded the business.