Beauty Files: The cult sheet mask brand you need to know

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Image: Spa sheet mask / Shutterstock

Any beauty lover knows that you don’t find cult, soon-to-be-hot brands on the shelves of Shoppers or Sephora.

For new and up-and-coming brands, you need to head to T&T. Why? Asian beauty brands have the best technology, so they make the most innovative products. But before entering mainstream stores, many of them test the market in T&T. The latest to become available here is For Beloved One, a Taiwanese cosmeceutical brand developed by a former Marie Claire editor.

Image: For Beloved One

Image: For Beloved One

Its signature product is a sheet mask, which comes in three varieties: Extreme Hydration, Hyaluronic GHK-Cu Moisturizing, and Melasleep Brightening. The masks are so popular in Asia that 10 million pieces have been sold there since the launch in 2003.

What’s the big deal?

Sheet masks are usually made from paper or cotton, but For Beloved One’s is made from bio-cellulose, an ingredient that is used in medicine to create artificial skin. Each bio-cellulose mask holds a whole bottle of serum. The mask is able to grip tightly onto skin. We tried it and it clings like an Alien Facehugger – you can even see the imprint of your skin on the mask after you remove it. It’s also water impermeable, so nothing can evaporate, which means every ml of serum goes into your skin. According to the brand, its masks can deliver 30 times the amount of active ingredients to skin than a paper or cotton one.

The Extreme Hydration mask contains a serum with hyaluronic acid (it absorbs water from the air to help skin stay hydrated) plus other moisturizing, nourishing, softening, and anti-ageing ingredients. Hyaluronic GHK-Cu Moisturizing has additional anti-ageing copper peptides and varieties of hyaluronic acid that can supposedly penetrate different layers of the skin and even absorb water from elsewhere in the body. Melasleep Brightening contains two ingredients that are said to inhibit melanin production, reducing the appearance of dark spots and boosting overall radiance.

All are used for 15 to 20 minutes, every 10 days and come in packs of three ($63). Effects are said to be immediately visible and last for up to 24 hours.

The brand is also launching serums, moisturizing creams, BB and DD (daily defence) creams across its hydrating, anti-ageing, and brightening ranges. Products are exclusively available at all branches of T&T.

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Aileen Lalor is a freelance writer and editor, specialising in beauty and lifestyle.
@AileenLalor

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