Yes To Leads Mass Market Mask Growth

Ingrid Jackel demonstrates Yes To DIY masks.  While there’s much buzz about K-beauty masks, a Pasadena, Calif.-based company is doing its share to bring customers into the mass market for the burgeoning category. Over the past 24 months, Yes To face masks drove 61 percent of the category growth, according to Ingrid Jackel, chief executive officer. Yes To also claims nine of the top 13 best-selling masks at mass. To keep the momentum going, Jackel introduced several new masks and two micellar waters at an event in New York on May 10. “Masks and patches are growing and not going away. We are clearly taking full advantage of the DIY trend [in the mask market],” Jackel said. New single-use masks.  Shipping in June and July will be an extension of its DIY powder-to-clay masks now packaged in single-use portions. Users mix the powder formula with anything they desire including water, honey, juice, yogurt or even fresh fruit. The four options are charcoal, tomato extract, coconut oil and cucumber extract. The single masks retail for $2.99 and include a bowl and spoon for mixing. Also, Yes To cooked up single-use Mud Masks in a variety of choices: Cucumbers Calming Mud Mask, Single Use Moisturizing Mud Mask, Grapefruit Boosting

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