Beauty Store Business

AUG 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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38 August 2017 | beautystorebusiness.com RyanKing999, gettyimages.com A beauty phenomenon, sheet masks are everywhere. Discover the best ones to cover all your customersÕ needs. By Shelby Deering S croll through any Instagram feed these days and you'll likely see it—a photo of a celebrity wearing a sheet mask. Drew Barrymore, January Jones, Mindy Kaling and even Sean Combs have taken selfies wearing sheet masks as they relax at home or prepare for red carpet events. The Korean-beauty secret originally landed in the U.S. around 2009, and since then, the trend has only increased in popularity. Composed of fiber, gel or pulp, the masks, bathed in skin- nourishing ingredients, are effective because they allow highly concentrated serums to soak deep into the epidermis. Sheet masks also protect against outside elements, including air that might otherwise dry out a topical mask and lead to quick evaporation.

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