If the encyclopedia ever decides to include an entry for "smash-hit beauty products," it will have no choice but to mention the Glow Recipe Watermelon Glow Sleeping Mask as a prime example. Upon its launch, it sold out multiple times over and garnered rave reviews from skin-care obsessives and beauty editors alike. The K-beauty retailer's debut original product was so successful, in fact, that in the past year, searches for the phrase "Glow Recipe watermelon" have spiked 2,950 percent, according to Google Trends. So, it's only logical that the range would continue to expand, first into a moisturizer and as of June 1, a sheet mask.
The Watermelon Glow Jelly Sheet Mask, which will retail for $8 at Sephora, has been a long-time coming for Glow Recipe's co-founders and co-CEOs, Sarah Lee and Christine Chang. As pioneers of the K-beauty boom in the U.S., the duo is well aware of the magical powers of the sheet mask — both in terms of actual skin-care utility and beauty market sales. After years of consumer demand for a Glow Recipe sheet mask, the pair put in the work to make it a reality.
Chang and Lee are so proud of the final product that they want you to wear it in public, and the clear, pale-pink-tinged mask was designed specifically with this notion in mind. "We've always been big proponents of sheet masking everywhere, whether in the back of a car, in-flight or even during meetings at the office," says Lee. "We really think our Watermelon Glow Jelly Sheet Mask will allow more people to take the leap and self-care in public."
The brand is calling on its fans to "break boundaries" when it comes to skin care via a social media campaign encouraging public masking, using the hashtags #youjelly and #maskeverywhere. "We know that not all our customers can be as shameless to sheet mask in the back of an Uber, so we wanted to create a beautiful, selfie-ready invisible sheet mask that provides the effects of 'glass skin,' which hopefully sparks this movement of sheet masking whenever you need that quick skin-fix, even if you're en route to a first date," explains Chang.
I chatted with Lee and Chang ahead of their latest watermelon launch to find out all of the juicy (heh) details. Read on for the highlights.
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Tell me about this mask and why it was something you wanted to add to the watermelon range.
SL: Our Watermelon Glow Jelly Sheet Mask delivers all the antioxidant-rich benefits of watermelon, as well as hyaluronic acid, to deeply penetrate skin with hydration. The jelly sheet mask itself, created with fermented watermelon extract and natto gum, also provides soothing hydration onto the skin, perfectly conforming to the face to allow the watermelon-cica serum to deeply penetrate skin while masking.
Our customers have been asking for a sheet mask from us, and as we're true believers in the skin-saving properties of watermelon, we wanted to create a jelly sheet mask to join the Watermelon Glow family.
How is it different from other sheet masks on the market?
CC: Most sheet masks on the market utilize the mask itself as a carrier for the serum. With our Watermelon Glow Jelly Sheet Mask, not only is it drenched in a full bottle of watermelon serum, but the sheet itself provides hydrating and soothing benefits to the skin. We worked with our lab in Korea to "gelifiy" watermelon extract to maximize the hydrating and antioxidant properties of watermelon and combined it with natto gum, or fermented soy bean to strengthen and brighten the skin, as well. After testing several submissions, we designed a thin, two-piece sheet mask to truly adhere seamlessly to the skin and lock in the serum for full benefits. As all our watermelon products get their gorgeous hue from watermelon itself, our jelly sheet mask gets its pink tint naturally derived from watermelon as well.
We worked with our lab in Korea to design a special tray to keep the delicate form of the mask drenched in the serum, while most sheet masks are packaged in a flat pouch.
Why was this the right timing for the product?
SL: We've been working on this product since the launch of Glow Recipe Skincare, and our Glow Recipe Skincare 1-year anniversary seemed like the perfect time to launch our Watermelon Glow Jelly Sheet Mask.
How is this a logical extension of the watermelon range and how does it build on the existing products?
SL: Our first product, the Watermelon Glow Sleeping Mask, proved to be an instant favorite with our customers as at the time, they've never seen the benefits of watermelon used in skincare in such a front-and-center way. Our customers loved introducing this into their evening skincare routine as it provided a pillow-proof sensorial experience while providing baby-soft skin in the morning. As we were working on Watermelon Glow Pink Juice Moisturizer to offer all the benefits of watermelon 24/7, synergistically we started hearing from our customers to create a lightweight daytime watermelon product which reassured us that we were on to something big with our watermelon family.
What similarities and differences are there with the formula and the ingredients in the other watermelon products?
CC: With our Watermelon Glow Jelly Sheet Mask, we bring the powerful superfruit in a jelly sheet mask form where you can put on whenever you need that S.O.S skin-fix — whether it's irritated skin or dry skin. The jelly sheet mask has all the antioxidant and moisturizing benefits of watermelon, but we introduced centella asiatica, or cica, a powerful anti-inflammatory that works to instantly calm redness and soothe irritated skin. When we tried the final submission of the mask, Christine and I were both immediately reminded of the time when our grandmothers would rub watermelon rind onto our heat rashes and we knew we had the perfect product to complete the Watermelon Glow family.
What inspired this launch — and was it something consumers or social fans were asking for, specifically?
CC: We love engaging with our customers on social, whether it's in the comment sections of our Glow Recipe YouTube channel or even our own personal Instagram accounts. Since we're publicly always sheet masking, our customers have long been asking for us to come out with our own Glow Recipe sheet mask.
Who is this product best for?
SL: Our mask can truly be a skin-saver for any skin type with different skin concerns. For oily to combination skin like I have, this jelly sheet mask is perfect for adding a lightweight layer of hydration while cooling the skin and help refine pores.
CC: For dry skin like I have, I find this Jelly Sheet Mask to provide the perfect amount of long-lasting hydration. It was also designed for sensitive skin types, made with centella asiatica, or cica, to soothe troubled skin and calm any redness.
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