Could an $8 paper face mask replace $100 facials The Korean beauty trend set to take the U.S. by storm
Celebrities' flawless and seemingly age-defying skin is more usually down to expensive facials than just good genes alone.
Now, a new product promises to deliver the same benefits at a fraction of the cost.
Already a huge hit in Korea, Masqueology claims that its paper face masks offer results that you'd only usually get from professional spa treatments.
Beauty bargain: A new line of paper face masks from Korea promise to deliver the same results as a professional in-spa facial
Starting at $24 for a set of three, the product is due to hit U.S. stores in March, and will be available exclusively at Sephora.
Miles Lichterman, chief operating officer of Beauty Architects, the company bringing the product to the U.S. explained that the idea is aimed at time-poor consumers, who don't have the time to set aside an hour for a fortnightly at-home beauty ritual.
He told WWD: 'In Asia, facial masks are a dime store product. In our market, they exist, but they have been hidden.'
Beauty Architects chief financial officer Phillip Ha, added: 'If
you look at trends in Asia, everybody is so busy, and it is all about
Another advantage of the Masqueology product, its makers say, is that, being made from paper, it is less messy than traditional masks.
The beauty concept is largely new to the U.S. but is a massive hit in Korea, where women use them as part of their daily routine.
Sephora's buyers said they were drawn to the range because it is so unique.
Carolyn Bojanowski, director of skin care, told the trade title: 'Masqueology [is] bringing technology and ingredients from Korea in a line solely dedicated to paper masks.'
She explained that, like lipstick and nail polish, masks are practical luxuries that do well during times of recession.