Glitter is the latest ingredient in the booming face mask market
Here’s a new way to rise and shine.
Glitter is the main ingredient in a new peel-off face mask – called “Glow Job” – by makeup brand Too Faced. Made with actual gold, the precious metal in liquefied form, is said to prevent acne and inflammation and boost radiance, the latest gimmicky trend in the growing mask market.
Face masks — the gooey white paste paired with cucumbers, a pair of sweatpants and glass of wine –have always been a vital part of skincare used for the treatment of acne, blackheads and oily skin, but more recently exotic ingredients like clay, tea and charcoal have been added to the mix, and sheet-mask selfies have gone viral on social media with celebrities like Chrissy Teigen, Miley Cyrus and Kim Kardashian frequently flaunting their self-pampering on Instagram.
Too Faced’s CCO and co-founder Jerrod Blandino broke the news about its new sparkly mask that has been more than five years in the making: “It’s the most amazing radiance boosting and exfoliating peel-off mask I’ve ever used,” he captioned an Instagram post. It’s $42 for 1.7 ounces. Similarly, GlamGlow launched a $70 shimmery silver metallic masks called Gravity Mud, a firming treatment said to tone and contour skin. And Peter Thomas Roth has a 24k Gold Mask for $80 made with caffeine and magnesium to help re-energize and tighten the look of skin.
I’ve wanted to do a glitter mask for more than 5 years but the science just wasn’t ready. I’m so happy to tell you that Glow Job is almost here! It’s the most amazing radiance boosting and exfoliating peel-off mask I’ve ever used—and it’s infused with REAL glittering gold⭐️. It leaves your skin feeling smooth, soft and makeup ready—and it’s begging for a selfie. #tfglowjob #toofaced
Skincare is the largest segment in the beauty industry with global sales expected to reach $130 billion by 2019, according to Forbes. And the rise of the Korean Beauty market in the US has greatly contributed to its growth. The face mask category, a popular part of the Korean skin care regimen to help hydrate and smooth skin, was the fastest growing in the U.S. skin care market in 2015 with $160 million, and the masks market is expected to reach $337 million by 2024, according to Transparency Market Research with collections by Estee Lauder, Sephora and Starskin leading the market.
“The K-beauty trend has really taken off in the US, I’m honestly surprised it took so long,” celebrity makeup artist Elena Miglino says. “Koreans have been known for decades for having beautiful, hydrated and flawless skin because of their beauty routine and face masks are a big part of that.”
When looking for a mask, dermatologists recommend finding one that contains chemical exfoliants like glycolic, lactic or retinol to remove dead cells that make skin look tired. A topical antioxidant like Vitamin C is also important to help protect the skin from premature aging and to help increase collagen production. Peptides are ideal to help make more collagen and even skin tone.
“If your skin is in need of exfoliating or detox if you’re breaking out and your pores are looking big, look for charcoal and lactic or citric acid in the ingredients in order to draw out the impurities and exfoliate skin,” Kelli J. Bartlett, director of makeup at GlamSquad, tells Moneyish.
“If your skin is dehydrated and lacking glow, look for nut oils, hyaluronic acid and plant-based squalene to hydrate and plump skin.”
Bartlett suggests using a facemask once a week. If you’re using a sheet mask, put one on before bed to allow your skin to fully absorb the ingredients. Bartlett notes that rinse-off masks are ideal before an event because they don’t interfere with makeup application and will actually enhance it giving you a hydrated glow.
“Enjoy it as a real pamper moment,” says Bartlett. “The key is listen to your skin and don’t over-mask.”
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