From paper to gel versions, masks have increasingly gained momentum in many different sectors including professional outlets such as beauty institutes to mainstream retailers. Sales for masks continue to outpace the market average in the professional segment. China, the world’s largest market for professional skin care products at $1.7 billion, has seen a slew of new masks on the market that whiten, brighten and hydrate. The two most dominant skin care concerns that consumers in China have are dehydration and lightening skin. Products that address these two concerns represent just more than 40% of total sales.

According to Kline’s Professional Skin Care: China Market Analysis and Opportunities

report, local marketers such as Chlitina, Energy and Toplink are delighting customers with masks that can be applied at home and promise top-notch results.

One example comes from Taiwan-based Natural Beauty [NB]. The brand features natural ingredients with advanced formulas for its professional skin care products range, which encompasses a total of seven product lines with more than 200 sku’s. A recent addition to its anti-aging NB-1 series is NB-1 Revital Skin Brightening Sleeping Mask. This mask is designed to be worn overnight to help the skin balance oil and water. It retails for $72.

Another leading local brand in China, Energy, launched its Energy Oil Pacifying Biological Mask, designed to keep skin clean and clear. The mask retails for $24 and is offered in beauty institutes and spas.

Unlike masks from prior years, the newer generation comes in a variety of forms with some being paper, while others are designed to be slept in, such as La Prairie’s Skin Caviar Luxe Sleep Mask and Kiehl’s Ultra Facial Overnight Hydrating Masque, allowing the skin to better absorb ingredients.

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