Sheet mask brand Starskin is big in Europe and the Middle East — and the U.S. is its next target.
The Netherlands-based skin-care company, which launched in 2015 and is known for its South Korean-technology-driven sheet masks, cleansing pads and pore strips, quietly entered the U.S. market via Barneys New York early this year. Since then, Starskin has tapped beauty industry veterans with knowledge of the market here to help with retail expansion, an e-commerce site and influencer relationships. And it’s gearing up for its first big launch here — Juice Lab, a series of vitamin-C-fueled sheet masks.
Paul Hendriks, chief executive officer and cofounder of Starskin, called Juice Lab the “next generation of sheet masks” because of the innovative technology behind it. The two-step treatment system consists of a booster mask and activator serum, which are designed to be mixed together prior to application. The booster mask is embedded with freeze-dried 75 percent vitamin C dots, which the brand says are five times more potent than any other vitamin C on the market. There are three variations of the Juice Lab mask, each inspired by superfoods and cold-pressed juice trends — Holy Kale is a kale and grapefruit blend designed for brightening; Razzle Dazzle contains raspberry and lentil for hydration, and Twist & Sprout contains wheat sprout and celery for brightening and calming. They will retail for $14 each in the U.S.
Juice Lab is launching globally later this summer in 2,000 doors across 32 countries. In the Middle East and Europe, it is sold in Sephora and in luxury retailers. Since its launch, Starskin has found success overseas — a recent study from Transparency Market Research found that the brand is one of the top three sheet-mask-producing companies in terms of market share in the world. The other two are Sephora Collection and Estée Lauder. The global sheet mask market, according to this study, is expected to nearly double by 2024, from $160.4 million to a projected $336.7 million.
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Starskin, which Hendriks founded with Nicole Arnoldussen, has been busy ramping up its U.S. efforts. In May, the brand announced the addition of Jackie Mills as vice president of sales — she was previously director of retail operations at Sephora. And it announced Luis-Ali Villegas, former head of direct sales at Henkel-owned Schwarzkopf, as vice president of e-commerce. Starskin will launch a U.S. e-commerce site later this fall, and will launch online at Birchbox and B-Glowing.