Face mask brands sell short, ritual-style skincare treatments, from sheet masks to overnight and wash-off formats. The group includes Peach & Lily, Summer Fridays, Kinship, Sand & Sky, I'm From and OEM supplier NOX Bellcow. Ads in this category mix self-care mood with visible skin results, which makes them rich material for creative research. Studying how these brands show textures, rituals and before and after moments helps you understand what drives impulse buys in skincare and how to frame a low-ticket product for repeat purchase.
A'PIEU is AmorePacific's affordable youth K-beauty brand, founded in 2009 and distributed primarily through Olive Young in Korea. Known for its Madecassoside Cream, Real Honey Mask, and Glycolic Acid range, the brand targets Gen Z skincare beginners seeking active ingredients at accessible prices.
Abib is a Korean natural skincare brand founded in 2017, known for its distinctive round-format Mild Acidic pH Sheet Masks and clean formulation philosophy. The brand gained domestic prominence through Olive Young retail and expanded internationally through K-beauty e-tailers. Abib's mild acidic pH approach appeals to sensitive-skin consumers seeking gentle yet effective formulas.
Annie's Way is Taiwan's leading jelly mask brand founded in 2009 by Annie Wu. Known for its botanical-extract jelly and sheet masks, the brand sells over 100,000 units monthly and has expanded globally across North America, Southeast Asia, Australia, and Europe through DTC web, Amazon, and specialty K-beauty retailers. Also searched as Annie's.
Blue Lagoon Iceland (Bláa Lónið) is the skincare brand extension of Iceland's famous geothermal spa, founded in 1992 in Grindavík. The spa launched a premium skincare line featuring geothermal seawater, silica, and volcanic minerals, sold DTC through the spa, e-commerce, and prestige retail internationally. Also searched as Bláa.
Borghese is a luxury Italian skincare brand founded in 1956 by Princess Marcella Borghese and Charles of the Ritz, built around proprietary Fango volcanic mud sourced from Montecatini Terme, Tuscany. The brand distributes through DTC e-commerce, department stores, and spa channels, with anti-ageing formulations and mineral-rich mud masks as hero products.
Dr. Morita is a Taiwanese skincare brand selling sheet masks and facial care products through drugstores and e-commerce across Asia. The brand markets a range of mask formulations targeting hydration and brightening concerns. It uses Meta advertising to promote its mask and skincare lineup.
Elizavecca is a South Korean skincare brand founded in 2011 by Kim Hee Jun, a Korean Oriental Medicine practitioner. Known for its pig mascot, wine-bottle-shaped products, and the viral Milky Piggy Carbonated Bubble Clay Mask, the brand combines ingredient-driven formulas with boldly whimsical packaging that generates strong organic social sharing.
Faace is a London-based skincare brand founded in 2019 by Jasmine Wicks-Stephens. The brand offers face masks named for specific skin states — Tired Faace, Period Faace, Sweaty Faace, Menopause Faace — all 100% naturally derived, vegan, and cruelty-free. For every mask sold, Faace donates a period product pack to Hey Girls.
For Beloved One is a Taiwanese skincare brand selling serums, essences, and moisturizers with a focus on hyaluronic acid and hydration-driven formulations. It sells through drugstores, department stores, and e-commerce across Asia. The brand advertises on Meta to reach skincare shoppers.
Herbivore Botanicals is a plant-based skincare brand selling serums, masks, and cleansers made with natural and clean-beauty ingredients. Founded in Seattle, it sells direct-to-consumer online and through retailers such as Sephora. The brand advertises across Meta placements to reach skincare shoppers.
I'm From is a Seoul-based K-beauty brand founded in 2014, built on the premise of full ingredient traceability — each product labels the exact Korean region its hero ingredient comes from. Its Honey Mask (38.7% Jeonnam honey) and Ginseng Serum are global cult products available at Sephora and Amazon. Also searched as I'm.
Innisfree is Amorepacific's Jeju-island-sourced natural K-beauty line, founded in 2000. The brand pioneers ingredient origin storytelling—volcanic ash, green tea, orchid—from Jeju Island, Korea's volcanic island nature reserve. Available at Sephora, Ulta, and DTC in the US market.
Jayjun Cosmetic is a Korean skincare brand that pioneered the anti-dust and antioxidant sheet mask segment, responding to Korean consumer concerns about air pollution and fine particulate matter. The brand achieved significant retail penetration at Costco while building DTC and Amazon channels internationally. Also searched as Jayjun.
Kinship is an LA-based Gen Z skincare brand founded in 2019 by Alison Haljun and Christin Powell. A certified B Corp with clean formulations and strong sustainability commitments, it targets younger buyers seeking effective skincare aligned with their values, sold at Sephora and Ulta.
Leaders Cosmetics was founded in 2004 by dermatologists from Seoul National University and has grown into one of the world's largest sheet mask brands, selling over 250 million masks quarterly. Available at Sephora globally, the brand differentiates on clinical credibility and sustainable biocellulose mask technology. Also searched as Leaders.
Mediheal is a Seoul skincare brand by L&P Cosmetics, founded in 2009. As Korea's top-selling sheet mask brand domestically, it has expanded globally via Target, CVS, and Amazon. Its ampoule-infused sheet masks and NMF Aquaring Hydro line are its global hero products.
My Beauty Diary is a Taiwanese skincare brand best known for its sheet masks, sold widely across Asian drugstores and e-commerce platforms. The brand built its reputation on affordable, ingredient-varied mask lines targeting everyday skincare routines. It advertises across Meta placements to reach beauty consumers in Asian markets.
My Scheming is a Taiwanese sheet mask and skincare brand founded around 2010, known for innovative mask material technology and dermatologist-tested formulas. Sold across Taiwan and Southeast Asia via DTC and marketplaces, My Scheming is one of Taiwan's most recognizable sheet mask exports.
NOX Bellcow Cosmetics, founded in 2004 in Zhongshan, Guangdong, is one of Asia's largest skincare ODM/OEM manufacturers. Operating 120,000 sqm of GMP-certified facilities with over 5,000 employees, the company produces more than 6.5 million mask pieces and 1 million skincare bottles daily, serving clients in 40+ countries. Also searched as NOX.
Origins is a US premium skincare brand founded in 1990 by Leonard Lauder within the Estée Lauder Companies. It focuses on plant-powered formulations with sustainably sourced ingredients, known for Mega-Mushroom skincare, GinZing eye cream, and an environmental commitment to recyclable packaging. Also searched as Origins.
Papa Recipe is a Korean skincare brand founded in 2011, best known for its Bombee Honey Mask Pack line. Using Manuka honey extract, propolis, and royal jelly, the brand built viral success in Asia—especially China—driven by distinctive rose-gold packaging and a 100% made-in-Korea production ethos. Also searched as Papa.
Peach & Lily is a New York-based K-beauty brand founded in 2012 by Alicia Yoon. Originally a K-beauty retail curator, it evolved into an owned brand with the Glass Skin Serum as its hero product, distributed through DTC, Ulta, and QVC. Also searched as Peach.
Sand & Sky is a Melbourne DTC skincare brand co-founded by Anna Lahey and Rebecca Larrit-Fleming in 2016. Its Australian Pink Clay Mask went viral through strategic influencer gifting on launch day, generating $1M in revenue within 48 hours before any paid advertising ran — a benchmark influencer launch case study. Also searched as Sand.
Skinfood is a Seoul-based K-beauty brand founded in 2003 by Able C&C, built on the philosophy that good food makes good skin. Its Black Sugar Mask and Royal Honey Propolis Serum are cult global products. Sold through DTC, Amazon, and own retail stores in Korea.
Snowfox is a Korean vegan skincare brand specializing in plant-derived sheet masks and travel retail formats. The brand positions its products as flight-friendly hydration solutions, building a distinctive presence in airport duty-free alongside digital DTC sales.
Summer Fridays is an LA-based skincare brand founded in 2018 by lifestyle influencers Marianna Hewitt and Lauren Gores Ireland. Launched with a single product — the Jet Lag Mask — it became a Sephora bestseller and a blueprint for influencer-to-brand transitions. Also searched as Summer.
Face mask ads sell a moment as much as a result. The creative often shows the ritual: applying the mask, the texture on skin, the glow afterward. Summer Fridays and Sand & Sky speak to younger, social-savvy buyers, so their content tends to feel like creator and influencer content with a polished finish. K-beauty positioning shapes a lot of the category. Peach & Lily draws on the glass skin idea and accessible price points, while I'm From stresses ingredient traceability in its honey-based masks. Kinship targets shoppers who want effective products that also match their values. Hooks that work here include a skin concern (dullness, dryness, breakouts), a quick time promise, and a gifting angle. Formats include texture close-ups, ASMR-style application, creator routines and ingredient explainers. Offers usually take the form of sets, sampler bundles and subscribe-and-save options, since masks are easy to repeat and stack.
First, study the texture shot. In skincare, the way a product looks on skin or in a hand often serves as the hook, so note how long each ad lingers on it and what it says on screen. Second, compare claim style. Some brands talk about ingredients, some about outcomes, and some about the feeling of self-care. Notice which one leads in the first line and which is saved for later. Third, look at who is on screen. Creators, estheticians, founders and customers all signal different kinds of trust. Fourth, consider format variety. Mask brands often test routine videos against single-product statics and carousels of skin concerns. Seeing which formats a brand keeps live helps you prioritize your own tests. Last, note the product ladder. Entry-level masks and larger sets get different framing, and you can learn how brands move shoppers from a first trial to a full routine, which is the real commercial goal.
Brands in this category include Peach & Lily, Summer Fridays, Kinship, Sand & Sky and I'm From, plus supplier NOX Bellcow that serves other beauty brands. Each brand page shows the ads it has run. Open any brand page above to see its live ads and compare creative side by side.
Most use texture close-ups, application rituals, creator routines and ingredient or concern-led hooks. Brands aimed at younger buyers lean on influencer-style content, while others stress ingredients or values. Open any brand page above to see its live ads and compare creative side by side.
Common offers include sampler sets, bundles, subscribe-and-save and gift sets. Because masks are low-ticket and repeatable, brands often use them as an entry product that leads into a larger routine. Open any brand page above to see its live ads and compare creative side by side.
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