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Yes To Leads Mass Market Mask Growth

New single-use packages and two micellar cleansing waters on tap.

While there’s much buzz about K-beauty masks, a Pasadena, Calif.-based company is doing its share to bring customers into the mass market for the burgeoning category.

Over the past 24 months, Yes To face masks drove 61 percent of the category growth, according to Ingrid Jackel, chief executive officer. Yes To also claims nine of the top 13 best-selling masks at mass.

To keep the momentum going, Jackel introduced several new masks and two micellar waters at an event in New York on May 10.

Ingrid Jackel demonstrates Yes To DIY masks.

“Masks and patches are growing and not going away. We are clearly taking full advantage of the DIY trend [in the mask market],” Jackel said.

Shipping in June and July will be an extension of its DIY powder-to-clay masks now packaged in single-use portions. Users mix the powder formula with anything they desire including water, honey, juice, yogurt or even fresh fruit. The four options are charcoal, tomato extract, coconut oil and cucumber extract. The single masks retail for $2.99 and include a bowl and spoon for mixing.

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Also, Yes To cooked up single-use Mud Masks in a variety of choices: Cucumbers Calming Mud Mask, Single Use Moisturizing Mud Mask, Grapefruit Boosting Mud Mask and Cotton Comforting Mud Mask. They also retail for $2.99. For those who prefer paper masks, the company now has Grapefruit Single Use Vitamin C Glow Boosting Paper Masks.

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There’s tremendous potential in sleep masks, which for many have replaced night cream, Jackel said. Yes To’s versions target specific needs such as a charcoal version with salicylic acid to help prevent acne from forming and a coconut version for ultimate hydration.

It is full speed ahead for masks, Jackel added. “We are seeing new forms of masking and multimasking is also a big phenomenon,” she said. “Women think of their skin in different ways — not just dry or oily. One day they might be dry; other days shinier and that’s why there are so many forms of masks.”

Yes To Is Growing the Mass
Yes To Micellar Cleansing Water

Jackel said micellar waters remain popular in mass skin care and the company revealed two options: Tomatoes Detoxifying Charcoal Micellar Cleansing Water and Acne Clearing Micellar Cleansing Water. The latter features salicylic acid, a blemish-clearing ingredient. The 7.7 fluid-ounce cleansing waters retail for $8.99. Finally, Yes To added new Tomatoes Detoxifying Charcoal Facial Wipes.

Yes To is sold at retailers including Target, Wal-Mart, Ulta Beauty and Rite Aid.

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