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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40 August 2017 | HYDRATION Hydration is a top-of-mind skin concern for the everyday consumer. Most skin types, including normal and combination, experience dryness from time to time. In today's world, air pollution can lead to even more dryness. Many of the sheet masks on the market address this challenge. Malla agrees that sheet masks are ideal for hydration, saying, "Sheet masks can be beneficial in keeping the skin hydrated for longer periods of time and are especially great for travel since they are vacuum-sealed and wrapped for individual, one-time use." One example of a hydrating mask comes from Skin Laundry, the Los Angeles-based company with storefronts providing Laser & Light facials alongside beauty products. They offer a sheet mask that wakes up tired, dehydrated skin with vitamins, amino acids, miner- als and natural plant extracts. Hydrated skin is healthier, and a moisturizing mask has the ability to restore radiance while refining pores. The main ingredient of this particular sheet mask is lentil seed extract, which tightens pores and fights blemishes. Also included is meadowfoam seed oil, a remarkable mois- turizer, and niacinamide—a vitamin B3 ingredient that prevents breakouts and eases signs of aging. "Our Hydrating Facial Sheet Mask saturates dry and tired skin, leaving it replenished and refreshed," says Yen Reis, founder of Skin Laundry. Patchology is another brand that makes a hydrating sheet mask. Their Hydrate Flashmasque is ideal for customers on the go, with a five-minute wear time. The mask's ingredients, including hyaluronic acid and vitamin B, replenish moisture and improve skin elasticity and smoothness. Some sheet masks require a 20-minute wear time, and Patchology's mask is known for delivering fast results. Chris Hobson, president and CEO of Patchology, says, "People love the immediate hydration and results from the sheet masks, but they don't love the 10- to 15-minute wear time. Patchology's Flashmasques solve this problem with the only five-minute wear time on the market." "Unlike topical serums, sheet masks prevent fast evaporation, allowing enough time for serum to go into your deeper skin," explains Dr. Ian Baek, founder of the organic sheet mask brand ORGAID. Wendy Malla, business owner and licensed esthetician at San Francisco's Absolute Esthetics, believes in the efficacy of sheet masks, witnessing their popularity on a trip to Korea. "I filled up an entire suitcase with sheet masks when coming home and gave them to my clients as gifts, and they all loved them," she says. "They are a wonderful treatment in between your regular skincare routine and professional facial treatments. They are also an effective 'skintervention' treatment for those who are traveling, as they tend to rejuvenate and refresh the skin quickly." What are some other benefits of sheet masks, you ask? Since the ingredients are concentrated, shorter wear times are built right in (some are down to just five minutes). Plus, consumers enjoy the fact that unlike traditional mud masks, sheet masks don't leave the skin feeling uncomfortably tight and cement-like—and there's not even a need to wash your face afterwards. As an esthetician, Malla has preferences when it comes to sheet mask ingre- dients. "I tend to like jelly masks or premium masks, and they are a slightly higher price point than the cotton sheet masks," she says. "I also like snail hydrogel masks. I look for ingredients that have high concentrations of peptides and hydrat- ing ingredients such as hyaluronic acid, sodium hyaluronate, ceramides and green tea extract." With so many sheet masks on the market, choosing which brands to offer in your store can be overwhelming. Here, we've narrowed down some of the best sheet masks available, each addressing the most common skin issues encountered by customers. ANTIAGING Sheet masks have the power to distribute concentrated boosts of nutrients to smooth fine lines and bring a youthful look to the skin, and ORGAID is a brand that carries sheet masks that deliver these results. Specializing in handcrafted, small-batch sheet masks made in an FDA-registered facility, the company makes an Anti-Aging & Moisturizing Organic Sheet Mask that contains only natural ingredients: vitamin B3 for reducing skin aging, aloe vera to calm the skin, witch hazel for reducing swelling and blemishes, and hyaluronic acid for hydration. "Many sheet masks use irritating ingredients, such as parabens, fragrances and phenoxyethanol. Instead, we aim to provide the most qualified products with a unique and effective formulation from certified-organic botanical ingredients," says Dr. Baek. The sheets are made of a new material called ecoderma, a hybrid of fabric and hydrogel that is breathable and allows for good absorption and adherence. The innovative material allows the serum to fully soak into the skin and is comfortable to wear. "This is a next-generation sheet, which is more adhesive than fabric and more breathable than hydrogel," says Dr. Baek. Malla agrees that in many ways, sheet masks are indicative of what's next in skin care. "Bottled and jar masks may become somewhat of an antiquated way to use masks as the future of skin care continues to evolve," she says.

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