Brand profile

Biomod part 2: Dry masks are “next-generation” in travel friendly and personalised skin care

By Natasha Spencer

- Last updated on GMT

Biomod part 2: Dry masks are “next-generation” in travel friendly and personalised skin care
As we continue our exploration of the development of dry masks, we look at the facial care market itself and how this has changed with Biomod's founding CEO, Karine Théberge.

How has the facial care market space changed in recent years?

There has been very little change in terms of innovation since the introduction of liposomes, which are presently under scrutiny.

However, the influence of Asian skin care routines, including the use of masks on the regular basis as an integral step to beautiful, healthy skin has grown across Europe and North America, largely contributing to the skin care category growth.

Men are also embracing skin care steps into their daily and weekly routine as their understanding of the benefits is deepening and widening. Their demand, however, for no fuss and ease of use absolutely needs to be met.

How has the technology associated with creating dry masks changed?

Our technologies’ fine-tuning allows us to programme the rate of diffusion and depth of absorption of the BMV microparticles, tailoring the required benefits to each client’s needs and brief for targeted results.

What key drivers are impacting the evolution of dry masks?

The mask category is booming, but aside from Asia, most markets are not too keen, resulting from the messy nature of sheet masking. Customers also demand high efficacy, which again, sheet masks are not able to deliver. Furthermore, reuse helps to lower the fabric accumulation in landfills.

As consumers have an increased awareness and interest in natural ingredients, we offer more natural formulations and simpler ingredient listings while delivering the same level of efficacy and enjoyable, pleasurable skin care experience. We have formulations with superfoods and herbs, for example.

Personalisation being yet another key trend in the industry, we offer a multitude of options to customise our dry masks through shape design, chosen actives, formulation colour, imprint and pattern.

How are these set to change in 2018 and beyond?

Travel-friendly skin care and personalised products are key. We believe dry masks are the next generation of this quite new skin care category.

What are consumers key considerations when opting for dry masks over other facial masks on the market? 

Once consumers try dry masks, they strongly voice their desire to only use this innovation versus cold, drippy sheet masks that only offer short-lived hydration.

We answer time-pressed consumers’ demands for ease of use, no mess, effective skin care with visible results in a shorter turnaround time.

How does the formulation process differ?

The formulation process is an optimised process that allows the in-depth delivery of the high dosage of active ingredients without the use of chemical components.

We use the synergy of the skin’s composition and our biomimetic system to allow the skin to feed and absorb at its own rate. Actives are slowly delivered into all layer of the epidermis for a period of six-eight hours.

How is BioMod helping to transform the industry?

By bringing true innovation that answers today’s consumer lifestyles and not just another formulation of actives ingredients that sit on the skin’s surface, underperforming and letting consumers down on the promised results.

What are the biggest hurdles relating to marketing your products?

Deconstructing the industry’s deeply rotten habit of products made with 85% water and low level of active ingredients.

Clients need to try dry masks for themselves to understand and witness the actual transfer and deep penetration potency of our system that loads over 83% and up to 96% active ingredients!

What has been the company's standout moment to date?

Two years ago, when new investors joined and began supporting us in a major way.

What advice would you have for other entrepreneurs looking to enter the cosmetics sector?

Science leads products, and innovation is key.

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