Why Hollywood A-Listers Are Trading Moisturizers for Masks

Courtesy of Colbert LLC.

The new mask movement (followed by stars like Jennifer Aniston and Jay Z) has spurred a 60 percent increase in U.S. sales since 2013 and knocked moisturizers out of the top spot.

This story first appeared in the Nov. 20 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.

Halloween is over, but masks (of the prestige skin-care variety) still are scaring up big sales — up 60 percent in the U.S. since 2013 — knocking moisturizers out of the top slot.

"Facial masks have been the driving force behind skin-care growth for the past year and remain strong for the coming season," says Kelly St. John, vp divisional merchandise manager at Neiman Marcus. Global market research firm NPD Group reports masks made $65.5 million in 12 months in the U.S., and sales jumped 127 percent in one year for Amorepacific Corp., the largest cosmetic company in South Korea, whose market has been driving global skin-care trends for the past five years. U.S. and European brands have swiftly masked up: Dermatologist David Colbert just launched Illumino Anti-Aging Brightening mask, Epicuren sells masks that include probiotics and silver ions, and masks made of everything from black tea and ginseng to rice and even broccoli are proliferating.