“Sheet masks have stormed the market"
Sheet masks are becoming increasingly popular in India.
According to natural beauty brand Skinella, sheet masks are currently “storming the market”.
Skinella offers natural vegan products, and everything is inspired by superfoods such as berries and honey.
Their sheet mask sales have increased so significantly that they are now exploring new launches.
During the pandemic, the brand has also noticed a change in beauty trends.
They realised that the outbreak of Covid-19 caused people to turn to beauty as a means of self-care and stress relief.
Although the demand for hygiene products skyrocketed as a result of the virus, people also began re-evaluating their personal wellbeing needs.
Therefore, more people are using sheet masks for their efficiency and effectiveness.
Speaking of sheet masks, Dolly Kumar, founder and director of Cosmic Nutracos, said:
“Sheet masks have stormed the market because they are hassle-free, time-efficient and an effective skincare solution.
“We launched three variants of sheet masks last year and it has done phenomenally well.
“So, we are exploring launching more options under the sheet mask category.”
Skinella is also launching a new range of skincare products that feature superfoods such as goji berries and green papayas.
Skinella caters to the needs of younger consumers and has expanded its retail presence internationally since its launch in 2017.
The brand now operates in India, Cambodia, Myanmar, Nepal and Bhutan.
Speaking of the brand’s success, Kumar said:
“In a span of just four years, Skinella has attracted a large number of consumers.
“I believe there is more potential in this untapped market and target group of younger consumers.”
Despite many companies taking a hit during the pandemic, Skinella managed to achieve its targets.
Launching products such as hand sanitising gels and sheet masks benefitted them hugely.
However, it was their strong digital footprint that kept them financially afloat.
Skinella currently has a presence on major e-commerce platforms such as Amazon, Flipkart and Nykaa.
Now, they are also set to launch on Myntra, as well as begin their own mobile app, to capitalise on the surge in online users due to Covid-19.
Speaking of their plans to increase their digital presence, Kumar said:
“When it comes to offline and online potential, we do get major traction from offline, but we understand that online is the way forward, so we will be rolling out Skinella’s app with e-commerce and loyalty programme, among others.”