South Korean budget makeup brand The Face Shop has drawn an increasing number of Chinese shoppers with its facial sheet masks as more Chinese opt for affordable and convenient skin care products.

Amid the rapid growth of demand for the mask pack, the LG Household and Healthcare-owned brand rolled out the Character Mask, which has a print of an animal face on each sheet, in January.

“The character mask has beenwell received by consumers both here and abroad as it not only delivers rich moisture to dry and flaky skin with hyaluronic acid and collagen, but the users can also have fun with the animal printed sheet,” an official of the Face Shop said.

The mask sheet comes in five different animal characters ― sheep, dragon, panda, tiger and fox ― and is safe to use even on sensitive skin types as it contains no skin-irritating additives such as talc or polyacrylamide. 


According to the cosmetics brand, Korea’s facial mask market is valued at some 300 billion won ($270 million) and China’s at 4.4 trillion won.

Sales of the mask have soared as the product went viral on Chinese social media platforms, including Weibo, after some Chinese shoppers posted pictures wearing it.

The wallet-friendly prices ― 2,500 won per sheet ― is another reason that the product could attract Chinese fans.

To expand its sales channel, the cosmetics firm started to sell the mask on Tmall Global, Alibaba Group’s online marketplace.

Currently, the Face Shop produces 43 mask sheet items under nine different lines and has sold over 100 million sheets since 2011.