When Face Masks

Hello Readers,

I am here to talk with you about When Face Mask. When, launched by J.C People in July 2011, is a premium face mask brand taking extra care of your skin at anytime, anywhere, in any situations. High-quality and unique, When face masks have been receiving overwhelming responses from overseas buyers. Headquartered in Korea, they have successfully started international expansion in November 2012 by launching in the US via the world's largest cosmetics sales channel, Sephora. They have further expanded to reach Europe, China, and the Middle East. When strives to become a worldwide leading face mask brand.


When's mission is to develop and deliver sustainable, high value-adding products with innovative functions and creative design. When offers reliable products with:

1) low irritation risk and 2) high effectiveness that consumers can buy with 3) confidence.

When’s core target consumers are active modern ladies who have multiple roles and responsibilities to juggle and are always pressed for time. When aims to provide customers with simple, hassle-free yet fun experience in skin care for the special ‘me-moments’. This would be the perfect gift for any woman!




What are sheet masks?

Sheet masks are typically cotton or fiber sheets which are pre-cut into the shape of your face and soaked in liquid formulas that are made to treat the skin. Sheet masks are cut to fit the contour of your face with holes to protect your face’s most sensitive parts – i.e. the eyes, lips, and nostrils.




What do they do?

Sheet masks are very effective in delivering nutrients to the skin due to its close dermal contact. They are especially effective as they trap the formula on top of your skin, forcing the it to absorb the formula and seal in moisture (“occlusion”). Depending on the ingredients used in the formula, sheet masks typically provide intense hydration and nourishment, offering hassle-free application and instant results. Moreover, no additional procedures (i.e. wash-off) or tools are required after use.

What are sheet masks made of?

Sheet masks were originally made with fabric or pulp but due to their limitations, better alternative materials have been developed. Bio-cellulose sheet has proven to be more effective and eco-friendly compared to fabric or hydro-gel materials.



The mask sheet is as important as the ingredients used in the formula since it acts as delivery agent. The sheet needs to completely and closely cover the skin, otherwise, the formula will tend to evaporate leaving the skin cooled but without the job properly done.