South Korea leading facial mask brands A.H.C, Leaders Cosmetics and Jayjun were crowned Top three facial mask brands that sold the most during China’s biggest shopping event Singles’ Day Shopping Festival.

Sales of facial masks by the three Korean brands hit 10 million, according to Alibaba’s global online marketplace Tmall that tallies total sales scores of brands sold during a 24-hour online shopping extravaganza that takes place on November 11 every year. Last year’s winner L&P Cosmetics failed to join the top-three club this year, as its sales records were split among its two brands Mediheal and Clinie, the company said.

Industry observers attributed the huge popularity of the Korean brands’ facial masks to "hallyu," or the Korean pop culture craze. The three leading brands all promoted their brands with popular Korean celebrities in China and that helped them win the hearts of Chinese consumers. A.H.C has seen an enormous increase in sales after Korean TV soap operas which feature the brand’s main models such as Kim Hye-soo, Kang So-ra and Lee Bo-young had been aired in China. Leaders Cosmetics chose South Korean girl group Mamamoo to be its celebrity model and actress Park Min-young, while Jayjun’s brand awareness has grown in China after actor Park Hae-jin, one of the hottest hallyu stars in China, has endorsed the Korean cosmetics brand.

Their affordable price is another secret to their success, but they do not give up quality or natural ingredients. Facial masks by the Korean brands cost between 2,000 ($1.73) to 4,000 won, while their Japanese peers sell similar products at prices 20,000 to 30,000 won higher. Chinese consumers also find the Korean products more reliable compared to China-made facial masks that have been disgraced after they were found to have used industrial materials in their products.

The top three facial masks have also gained fame in China as they are developed jointly with dermatology and aesthetic specialists. A.H.C, a luxury aesthetic cosmetics brand, sold 650,000 sheets of its Hydra Soother Mask during the Chinese online shopping event. The highly enriched moisture ingredients immediately absorb into the skin and can help adjust moisture balance for dry skin, the company claims.

Leaders Cosmetics jointly develop facial masks with Leaders Dermatology, founded by skilled dermatologists from Seoul National University, Korea’s prestigious university. It says its Insolution Aquaringer Skin Clinic Mask that has become a huge hit in China is famous for being free of mineral oil, artificial pigment, paraben and silicon, minimizing skin irritation.

Medical cosmetics brand Jayjun’s Water Brightening Black Mask is a three-step face mask that provides rich moisture and whitening effect. Its Gold Snow Black Mask that contains pure gold essence with black pearl repair serum is effective in supplying nutrition, wrinkle care and skin brightening, the company claims.

By Jeon Ji-hyun

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]