7 fresh and innovative facial masks launched in Asia

Hanyul Pure Artemisia Mask, South Korea

Hanyul’s Pure Artemisia range incorporates mugwort, a traditional herb that is known for its soothing and purifying benefits, and is a popular food ingredient during the Spring season. The mask also includes clay within the formula and comes in a granular texture which gently removes dirt, sebum and residue, while soothing and purifying tired skin. The fresh, herbal mugwort scent is said to create an air of tranquility to ease and comfort the mind. This product is a good example of Mintel’s Global Beauty & Personal Care 2025 Trend ‘Gastronomia’ which explores the relationship between consumers, food and drink ingredients/formats, and interactive beauty.

Senka Perfect Whip Mask, Japan

Created for busy consumers, this whipped-texture, three minute, rinse-off mask is specially-designed for use in the bath or shower, using the steam to enhance its moisturising ability. Its refillable bottle helps to prevent waste. The whipped, fine foam texture of the rinse-off mask is a new addition to Senka’s Perfect Whip line-up; a cleansing range known for its lathering ability.

Skin Inc Multi-Masking Facial In-A-Flash, Singapore

Skin Inc’s Multi-Masking Facial In-A-Flash is described as the world’s first customisable ‘facial in a flash’ mask series. It comes packaged in a bento-like set, and offers consumers nine different mask combinations. The two-piece mask is said to be ideal for consumers suffering from different skin concerns on different parts of the face. Each set includes a range of masks which claim to have various facial benefits, such as reducing lines around the eye area and boosting antioxidants in blackhead-prone areas.

Hänhoo Jasmine Hydrating Essential Oil Mask, China

Hänhoo’s Jasmine Hydrating Essential Oil Mask features a formula made of precious jasmine essential oil and extracts of camellia and viola tricolour. It is said to intensively nourish and moisturise the skin, while soothing dry skin conditions for a soft and translucent finish. The thin and light mask is said to adhere well on the skin to accelerate absorption.

Laneige Special Care Eye Sleeping Mask, South Korea

Launched in May 2017, Laneige’s Special Care Eye Sleeping Mask claims to prevent puffy eyes while moisturising, revitalising and brightening the skin during sleep. It features caffeine-based Sleep Circular Technology™ and is applied to the delicate skin around the eyes with a ceramic ball applicator. The 180-degree rotating ceramic ball applicator is designed to give a cooling effect, relieving puffiness and providing a quick, easy eye massage.

Wafood Sake Lees Face Pack, Japan

Another great example of Mintel’s Global Beauty & Personal Care 2025 Trend ‘Gastronomia’, this facial mask innovation is made with yeast that’s left over from sake fermentation and ageing. 酒粕 (sake kasu) are the lees left over from the production of sake. Combining extract from real sake lees with other natural extracts including cucumber, yuzu Japanese citrus and rice bran ferment filtrate, the Wafood Sake Lees Face Pack leaves skin looking brighter and whiter, removing old melanin-containing keratin cells, which can darken the face.

Avon Solutions Multi-Action Invisible Mask, China

Avon Solutions Multi-Action Invisible Mask is described as a ‘breathable’ invisible mask. It is said to moisturise and brighten the skin within 15 minutes, while accelerating the formation of collagen and locking in moisture, as well as removing dullness, for a firm, radiant, plumped, hydrated and regenerated appearance. The mask is made of botanical micro fibre and claims to fully cover every inch of the skin, ensuring better absorption of nutrients.