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Why Korean Beauty Brands Use Flexible Pouches for Face Mask Packaging


The Korean skincare craze has been going strong in America since 2011, when the introduction of BB creams (a foundation with added anti-aging and hydrating benefits plus SPF) to U.S. markets sparked U.S. consumers’ curiosity in Korean beauty products of all kinds.

A single product that had been popular in Korean markets for more than five years entered the American mainstream and launched a whole new area of the beauty industry centered entirely around skin products from Korea.


The K-beauty craze has introduced a plethora of new products to American consumers and continues to flourish. The Korean beauty regimen hinges on a rigorous 10- to 16-step skincare routine that focuses on caring for the skin with the most innovative and concentrated ingredients. Driven by highly demanding consumers and competitive suppliers, Korean beauty is being hailed as a pinnacle of innovation in skincare.

The commitment to innovation through research and development means Korean skincare is years ahead of U.S. skincare in terms of both effectiveness and sustainability.

Through both the inventiveness of their ingredients and a dedication to sustainability in packaging, Korean beauty products are on the cutting edge and continue to draw interest worldwide.

One of the most prominent products to arrive in the Western market, thanks to K-beauty wave, is the sheet mask. Traditional face masks have been a popular beauty product in the U.S. for a long time and have been gaining steady appeal in the marketplace. On top of a growing American infatuation with Korean beauty, sheet masks have become a huge star in the beauty market. These inexpensive, one-time-use masks boast numerous benefits, from minimizing pores to brightening dull skin and reducing blemishes.

Sheet masks are a product-infused sheet of fabric, typically packaged in a flexible pouch to keep the sheet moist and maintain the product’s freshness. Freshness is key to a product’s effectiveness, so packaging plays a huge role in the success of these products. Flexible foil pouches offer the most sustainable, effective packaging for sheet masks because they optimize freshness while using minimal packaging material.

K-beauty is also known for being visually interesting as well as effective, and their inventive designs are another part of their appeal in the marketplace. By designing beauty packaging that emphasizes the efficacy of their ingredients, Korean skincare products continue to capture the attention of consumers.

Flexible pouches have a wide face and back, making them ideal for face mask packaging because they allow for seamless, cleverly designed merchandizing directly on the package.

The Korean philosophy of skincare is to use multiple products with potent and specific benefits and to repeat a pattern of use for the best results. Instead of a small number of premium skincare products in a large size, K-Beauty products are sold in smaller sizes and at a lower price point than most American and European brands.

U.S. beauty brands are marketing and selling their own versions of traditional Korean skincare products, but to consumers who value authenticity, many prefer buying the traditional Korean product rather than a knockoff by a recognizable U.S. brand with a high price point.   

By marketing products as part of a more involved routine, and emphasizing the importance of beautiful natural skin as opposed to the need for makeup to cover imperfections, K-beauty consumers end up spending more, overall, by buying a larger number of smaller-packaged skincare products. This approach allows for the introduction of an endless number of new products and skincare packaging designs and is changing the way beauty products around the world are being marketed and sold.

Further Reading:


Stay tuned for part 2 in our series on the popularity of K-beauty packaging! Looking for customized sheet mask or beauty packaging now?


(Image Sources: Fun Size Beauty, Ulta Beauty, Honeysu)

Topics: Non Food Packaging

Bridget O'Donnell

Written by Bridget O'Donnell

What LEGO’s Sustainable Packaging Teaches Us About Overseas Innovation

Since 1949, children across the globe have fawned over tiny, plastic, interlocking bricks.

LEGOs are a not only a classic toy but a staple in many households. Many kids beg their parents to take them to the majestic LEGOLAND, an amusement park where all their wishes and dreams could come true.

Why Nestlé, Unilever & PepsiCo are Banning Oxo-degradable Plastic Packaging

Originally marketed as an eco-friendly packaging material, new evidence regarding the potentially negative impact of oxo-degradable plastics has led a number of companies and governments to restrict their use.

More than 150 companies and global organizations, including Nestlé, Unilever and PepsiCo, have recently endorsed a total ban on the material in light of its potentially negative environmental impact.

Oxo-degradable plastic packaging, which includes select plastic pouch bags, is often marketed as a solution to plastic pollution because it claims to degrade into harmless residues within a period ranging from a few months to several years. However, oxo-degradable plastics do not degrade into harmless residues, but instead, fragment into tiny shards of plastic that actually contribute to plastic pollution.

Often, consumers think that because a material is biodegradable, it can be composted or even littered on the ground, because, it is thought, the material will break down into nothing over time. This actually ends up leading to an increase in pollution, since consumers don’t end up recycling or repurposing the material, and misconceptions about how the plastic will degrade leads them to end up putting it back into landfills.

What is important to note in this case is that although oxo-degradable plastics are biodegradable, being biodegradable does not necessarily mean that a material is eco-friendly. Although these plastics do break down over time, the tiny pieces they break down into are still plastics that contribute to pollution — they do not degrade into nothing or into another usable substance.

For companies looking to make the switch to sustainable packaging, it is important to consider that sustainable packaging does not necessarily mean biodegradable packaging, and vice versa.

Why New FDA Guidelines Could Bring Big Changes to Pet Food Packaging

Today’s consumers are demanding transparency and accountability from all types of products, and pet food is no exception.

Greater scrutiny over pet food ingredients, and an increasing demand for responsibility, sustainability and complete transparency from pet food manufacturers is driving change within the industry. As the consumer demand for “clean” pet food labeling evolves as a major topic within the world of pet packaging, FDA guidelines are shifting.