Hallstar launches ingredients targeting growing facial masks category
Facial masks have proved to be massive in Asia, where huge growth has been seen in markets such as Japan and China, but the trend is also picking up in other global markets of late, particularly in North America and Europe.
Acknowledging that the mainstay for the facial market category is still Asia Pacific, Hallstar chose to make the ingredients launch at the recent in-cosmetics Asia event, which was held last week in Bangkok, Thailand.
Active ingredients and an emulsifier
The three ingredient launches include an emulsifier and two active ingredients, each of which have been specifically developed for formulations that are suited to face mask applications.
The ingredients targeting the active area include HallBrite EZ-FLO TDX and HallBrite EZ-Flo TDX Plus, which the company says are high-performing titanium dioxide dispersions able to improve sun care formulations efficacy, aesthetics and sensoriality.
The emulsifying ingredient is called Olivem LV Flex, which is said to have a light touch, fresh feel and high flexibility in a wide range of applications: from hyper fluid sprayable formulations to medium viscosity and thicker emulsions.
China leads the way on multifunctional masks
In recent years the market for multifunctional face masks has really taken a grip in China where increasingly sophisticated and multifunctional products have become common. This has also had a knock on effect by spreading to other Asian markets, and latterly worldwide.
Hallstar says that the launch of its new ingredients will tap into this growing trend, and help to give manufacturers greater formulation flexibility, as well as tapping into consumer demands for increased product functionality.
Last year, data from the NPD group showed that sales of face masks in the US had started to boom on the back of the trend spreading from Asia.
NPD’s figures showed that US consumers went for facial masks in a big way during the course of the last year, with sales up a striking 60% to $65.5m during the period July 2013 to June 2014.
With facial skin care sales estimated to be somewhere in the region of $2bn during the period, the facial skin mask category is still tiny by comparison, but the data shows that it is driving market leading growth that promises further opportunities.