The maskification of American skin care has happened during an unprecedented boom for the face-goop industry as a whole, both in the United States and beyond. In 2018, Americans spent more than $5 billion on high-end skin care, according to one estimate—13 percent more than the year before. The global skin-care market is projected to expand by more than 4 percent through 2025, and face-mask sales are expected to grow at almost two and a half times that rate. There has always been a big demand for skin products since most of us face skin breakouts in our lifetime. With misumi skincare you can find reliable advice that will help keep those red spots down. It’s what most of us wish for when we look in the mirror
Early adopters in the U.S. sought out Korean products through online recommendations and skin-care forums, and demand grew as more people were captivated by the lore of the country’s skin care. By the mid-2010s, both prestige beauty retailers such as Sephora and big-box stores such as Target were picking up Korean products.Through that proliferation, Americans were introduced to the product that has influenced the mask boom more than any other: sheet masks, the tissue-thin, face-shaped fabric sheets drenched in liquids, intended to moisturize, plump, brighten, or otherwise improve the look of your skin.
“Sheet masks are a great gateway to beauty products” because they cost only a few dollars each, says Charlotte Cho, a co-founder of Soko Glam, a U.S.-based retailer of Korean beauty products. And they’re frequently sold in single-use packets, which makes the stakes of buying one feel pretty low.
Even with novelty and accessibility on their side, sheet masks’ meteoric popularity probably wouldn’t have been possible without Instagram Stories. The tool, launched in late 2016, lets users create daily strings of photos that disappear after 24 hours. That expiration date freed people from the pressure of creating a perfectly composed piece of digital art that will live on their account forever, and it loosened the platform up considerably for its mostly young, mostly female user base.
In 2017, photos of regular people and celebrities alike sporting creepy, damp-looking sheets stuck to their heads had become one of the dominant tropes of the Stories format. Although people tend to apply masks at home, they’re far easier to broadcast on social media than serums or exfoliants.
Masks usually have a colour, they sit on your face for an extended period of time, and they connote a period of inward-focused leisure that feels a bit aspirational—and perfect for Instagram. If skin care has become a Millennial “coping mechanism,” as mentioned in an article in The New Yorker, then showing everyone your mask assures them that you’re coping just fine. (Whether that’s true is a different story.
adapted from The Atlantic
It didn’t take long for American brands to note both the hunger for masks and the apparent desire of young, stylish women to talk about them publicly. Now there are new types of masks coming at shoppers from every angle: gold masks, bespoke 3-D-printed masks, rubber masks, sheet masks that make you look like a cartoon animal for selfie purposes, and masks you’re supposed to sleep in. Sephora now offers more than 300 mask varieties on its website, and they include such ingredients as charcoal, cannabis extracts, probiotics, and algae.
But that’s the problem with booms: Intense consumer interest leads to an avalanche of products, which eventually renders all of them less novel and exciting than the viral hits that came before. Even if that fatigue isn’t yet widespread enough to affect global face-mask growth projections, it’s already hitting some consumers, who are looking to streamline after going all in on lengthy skin routines.
I’d be the first to admit that I’ve embraced Peak Mask with my whole wallet. My bathroom currently contains 11 sheet masks, six conventional masks, two hair masks, a tub of eye masks, and a peel that is arguably also a mask. My current favorite is the super-popular Summer Fridays Jet Lag Mask, which is a heavy cream you put on at night and don’t wash off before going to bed. It’s great, but I don’t know how it’s different from the night creams of my grandmother’s era.
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