Numero Uno: Japanese brand launches its first sheet mask ‘designed exclusively’ for men

With new lifestyle habits post-pandemic, such as the prevalence of online video meetings, the men’s skin care brand said there were increased opportunities in the expanding men’s cosmetics market and introduce new products.

Uno is a Japanese men’s cosmetics brand from Fine Today Shiseido that offers a range of skin care, hair care and make-up products developed specifically for men.

Fine Today Shiseido was set up in 2021 after J-beauty behemoth Shiseido sold off its personal care business to CVC Capital Partners. The company holds a portfolio of brands, which includes Senka and Tsubaki, which it acquired for JPY160bn (USD1.5bn)

According to the brand’s consumer research, there is a particular demand for sheet masks among male consumers, as it is seen as a convenient and fast way to care for the skin.

While many variations of sheet masks are available in the market today, they have largely been developed for women.

Aside from not being formulated for male skin, men who have tried sheet masks have pointed out the size is not suitable for male faces.

Developing new habits

In September, the brand rolled out its first sheet mask for men, Uno Skin Moisture 3D Mask, in Japan. The brand hopes that it can encourage men to take up the habit of applying a sheet mask weekly.

A key feature of the sheet mask is its shape, which the company claims was “designed exclusively for men”.​ It was designed to have to be larger and have a three-dimensional fit that seamlessly covers the nose and jaw area more securely.

This allows the mask to target the nose, where there is high sebum secretion and the jawline, where the skin experiences stress and irritation from shaving.

Furthermore, the mask was developed to be easier to lay across the face, making it intuitive even for first-time users.

It noted that men’s skin typically needs more moisture as it tends to dry out more after shaving and is, more often than not, “under-maintained”.​

The mask is imbued with a serum that is formulated to hydrate male skin 1.2 times better than a formula developed for women and give men “mochi-like” ​skin.

The moisturising formula contains the firm’s tetrabarrier blend, which contains green tea extract. It also contains both sodium hyaluronate and sodium acetylated hyaluronate.

On the other hand, oily skin is another major issue for men, as their skin has more active sebaceous glands and is oiler than women’s. As such, the product also helps to reduce shine with an oil-controlling powder, said the firm.