Face masks are getting a glow-up. In the past, slipping a sheet mask on or slathering your face in a gel peel-off or cream mask was likely a moment of self-care.
But now a flurry of fresh launches in the mask category are packed with high-performance ingredients, elevating the efficacy of these “nice-to-haves” and turning them into hard-working essentials within skin care routines.
“I first started to see real momentum in the category when interest in masking routines shifted from an occasional treat to an essential step in consumers’ weekly skin care habits,” says Chelsey Saunders, Director of Fragrance, Skin Care and Hair Care, at UK beauty retailer Boots.
If your work involves novel actives, formulation science or technical problem-solving in beauty, the Cosmetics Business Innovation Awards offer a platform designed to highlight and clearly articulate the science behind breakthrough thinking. Entries open now!
“We sell one face mask product every five seconds, which shows just how embedded and in‑demand they have become.”
Next-gen masks are not only giving immediate results, such as hydration fuelled-glow, but are helping improve skin over time too, tackling issues such as signs of ageing and even multiple concerns at once.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.