Product: Yes To Tomatoes Detoxifying Charcoal Paper Mask

Executive credit: Ingrid Jackel, CEO

Inspiration: “The single-use mask trend is huge and is a phenomenon. It’s become a new self-expression, a way of indulgence that requires only 10-minutes and little money, so it’s accessible to all.”

What’s different: Aside from the fact that each mask is individual, and is 95 percent natural, it’s unique to see tomato and charcoal combined. We decided to make the paper black instead of white, so it’s fun and different while being beneficial to users.

Waitlist worthiness: Masks make an emotional connection with the consumer. That’s hugely important because you only have a fraction of a second to attract attention. You want to create a ‘Wow,’ or ‘What the heck is this?’ reaction. If you can, you’re 80 percent in the basket.”

Marketing plan: “This year is the largest marketing investment we’ve made in the company’s 10-year history. We’ll be doing print in major publications, banners on relevant websites, posting videos on YouTube, focusing on 50 different interactive digital media platforms, attending Beauty Con on both coasts, reaching out to the top influencers and bloggers who will receive samples, and relying heavily on social media. Our plan is to double in size as a brand within the next three years.”

Get it: The masks will sell for $2.99 and launch in August in Walmart, Ulta, Target, Walgreens, CVS, and in 2017, Rite Aid.