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64 July 2016 | beautystorebusiness.com Gettyimages.com/Voyagerix Help your customers tackle common skincare problems for a revitalized, smoother and fresher face with these top 34 facial masks. by Karen Wilhelmsen THOUGH SOME PEOPLE MAY THINK FACE MASKS AREN'T ESSENTIAL TO ONE'S WEEKLY skin routine, they offer so many benefits that your customers could be missing out on. We consulted Dr. Joyce Imahiyerobo-Ip, the director of cosmetic dermatology at South Shore Medical Center in Norwell, Massachusetts, and consultant for HydroPeptide, to tell us more. "Consumers often eliminate this step from their beauty regimen because of the time and effort facial masks tend to require. However, at-home treatments such as masks and peels work to reduce pore size while also firming and hydrating skin over consistent, long-term use," Dr. Imahiyerobo-Ip says. "Moreover, since masks do need that extra time to truly penetrate the skin's barrier, regular usage allows for a more deeply nourished and glowing complexion." Using a mask just once or twice a week will also provide the skin with nutrients not found in certain cleansers and toners. "While the two are essential skincare steps, these particular products offer more immediate benefits whereas masks provide results on a long-term scale—and with a single product," she says. Dr. Imahiyerobo-Ip recommends avoiding masks with harsh chemicals like parabens, phthalates and sulfates, and glycolic acid for your customers with sensitive skin. "Instead, keep an eye out for natural acids (such as AHA or BHA), fruit or nut oils, botanical extracts [such as green tea], clays and antioxidants [such as vitamin C]," she says. LET'S FACE IT