Why Are Sheet Masks Trending Again?
Sheet masks are regaining popularity as consumer habits shift and market trends evolve. Since the COVID-19 pandemic, the growth of home skincare routines has made them one of the most convenient self-care items.
At the same time, K-pop artists and influencers have fueled global interest, raising the profile of K-beauty worldwide. The biggest change, however, is in the formulas themselves. With more functional ingredients and targeted solutions for different skin types, today’s sheet masks go beyond simple hydration and are now recognized as effective skincare treatments.
What’s Changed About Sheet Masks?
📌 Ingredient Trends
Modern sheet masks are no longer just about moisture; they now address specific skin concerns with high-performance ingredients:
- Centella Asiatica: Calms and soothes your skin
- Hyaluronic Acid: Provides deep, multi-layer hydration
- Niacinamide: Brightens and evens out your skin tone
- Peptides: Supports firmness and elasticity
- Madecassoside, Probiotics: Strengthen and protects your skin barrier
- Collagen: Improves firmness, reduces wrinkles, and locks in moisture
⚙️ Sheet & Technology Innovations
One of the biggest shifts in sheet masks lies in the materials and delivery systems.
- Bio-cellulose Sheets:
Made from natural coconut, these sheets adhere closely to the skin and gradually release active ingredients for enhanced absorption. They are particularly well-suited for dry and sensitive skin. - Hydrogel Sheets:
With their jelly-like texture, these sheets provide a natural cooling effect that soothes irritation. They help lower skin temperature while delivering essence gently and effectively.
Multi-step Masks (2 or 3 steps):
Many brands now offer masks with a routine built in — like a cleansing pad → ampoule → sheet mask.
This appeals to busy consumers seeking a complete spa-like treatment quickly while at home. - Temperature-based Features:
- Refrigerated masks help reduce puffiness and soothes your skin as soon as you put it on.
- These masks help open pores, enhance essence absorption, and stimulate blood circulation for a revitalized complexion.
These innovations show that today’s sheet masks function as customizable skincare tools, almost like mini beauty devices.
Who’s Leading the Market Now?
As the market heats up, both long-time favorites and rising brands are competing for attention.
✅ Steady-Seller Brands
Mediheal
One of the most recognizable sheet mask brands, Mediheal provides targeted solutions for acne, hydration, brightening, and pore care. Highly popular internationally, it is often seen as the face of K-beauty sheet masks.
Aestura
A derma-cosmetic brand trusted for sensitive and atopic skin, their masks focus on soothing and strengthening the skin barrier. Widely available in pharmacies and clinics, they carry a high level of credibility.
Round Lab
Famous for the “Dokdo Mask,” Round Lab resonates with Gen MZ thanks to its gentle, clean formulations. Free of fragrances and colorants, its masks are safe for sensitive skin.
✅ Emerging Trendsetters
Tamburins
Originally known for fragrance and hand creams, Tamburins has expanded into skincare, including sheet masks. With luxurious packaging and an artistic brand aesthetic, their products are regarded as lifestyle pieces as much as skincare.
Anua
Renowned for its Houttuynia Cordata Toner, Anua has established its identity on gentle, nature-derived formulas. Now offering serums, creams, and masks, the brand remains committed to its clean beauty philosophy, with a focus on sensitive skin.
Biodance
This Korean skincare brand is gaining attention for its functional hydrogel sheet masks. The Bio-Collagen Real Deep Mask has been highlighted in global beauty media for its skin-adhering texture and lasting hydration. Biodance emphasizes skin-friendly, low-irritation formulas with a moist, cushiony finish, appealing to both Gen MZ users and those with sensitive skin.
✅ Rebranding for a Comeback
Missha, The Face Shop, Dermatory
These formerly value-focused brands are now repositioning themselves with premium lines and advanced formulations.
Dermatory is strengthening its identity as a derma-cosmetic brand, offering medically inspired masks for those with sensitive skin. The brand also highlights aesthetic packaging and clean ingredients, appealing to both emotion and functionality.
🎯 Conclusion: The Standards Have Changed
In the past, sheet masks were often seen as interchangeable. Today, however, with consumers paying closer attention to ingredients, technology, and brand philosophy, masks are emerging as strategic skincare investments. Selecting the right mask for your skin type can be one of the most effective ways to care for your skin, even as part of a daily routine.
🌍 About Neo Mirae
At Neo Mirae we specialize in developing private-label K-beauty products optimized for the global market. From branding and packaging to localized translation, we provide tailored solutions for diverse markets and consumer needs. From concept to execution, we offer a one-stop service to help your brand thrive in the global beauty landscape.
