Mask Market

By Christine Esposito, Associate Editor | January 13, 2014

Patches, pads and masks are popping up across the skin category.

Brighter Horizons

Sulwhasoo’s Snowise EX Brightening Mask, which debuts next month, is formulated with traditional Korean herbs and Snowise Tri-White Complex. Each patented mask is individually fermented in white ginseng for 2 weeks to bring about immediate brightening results and boost circulation. The mask is created from plant pulp and is compressed by machine for efficiency of treatment. On counters at this winter, a supply of 10 sheets is priced at $130.

Mass Market Powerhouse

The peel off patch is nothing new to Kao; the Japanese company hit the nail on the (black) head when it rolled out Biore pore strips back in the 1990s. The brand remains a leader in affordable at-home extraction, selling Bioré Deep Cleansing Pore Strips for $7.99 a box. They bond to the dirt and oil that have settled in each pore and lift out pore-clogging agents—without squeezing, poking or prodding pores, which dermatologists warn can lead to scarring.

Who is behind this mask?

In December 2013, a US patent (No. US 8,597,667 B2) was issued for a cosmetic facial mask for targeted and simultaneous treatment of multiple skin conditions. The mask is described as a flexible substrate being shaped to fit facial features, having openings for eyes, nose and mouth. The substrate includes at least two isolated, discrete regions imprinted with a different skin benefit agent for releasable delivery. The patent was awarded to ELC Management.

'Current' Technology

BioBliss is all about ridding the world of wrinkles, and the brand has enlisted micro-current technology to drive ingredients deeper than topical products. The BioBliss patch is preloaded with anti-wrinkle ingredients—hyaluronic acid, okra plant extract, Argireline, Madagascan herbal extract and vitamins B3 and C—that are infused deeper into the skin though the mask technology. Users don an area-specific mask for 30 minutes. Kits for eyes and foreheads are $228 at Bergdorf Goodman/ and

Stroke of Genius

Arbonne’s Intelligence Genius Nightly Resurfacing Pads work with the brand’s proprietary solution to reduce the look of dark spots and fine lines, according to the company. Customers pour solution over the pads when they are ready for the initial use. The solution contains Arbonne’s PBR+ complex with Phytinol, botanicals and retinoid. Arbonne contends that in just 2 weeks, 100% of study participants showed Genius improved the appearance of skin moisture, firmness and elasticity. A 60-day supply is $95.


Billed as an intense, hydration-boosting treatment for the eye contour area, Wilma Schumann Collagen Booster Pads ($18) contain 100% pure collagen. The pads improve the appearance of fine lines and wrinkles and reduce puffiness while increasing the volume and moisture. Super-hydrating gel pads are easy to use with quick results and are non-irritating to the delicate skin, providing a mini face-lift effect to the treated area.