An Era of Over 80% Choosing by Ingredient: A Luxurious Skincare Mask with Dual Serums & Pearl Extract*¹ is Born

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Willmina Inc. is launching a new sheet mask, 'Hoseki Biyori Serum Mask,' to meet consumer demand for 'ingredient-based buying.' It features placenta, niacinamide, and pearl extract, offering a luxurious skincare experience in a large-capacity format.

Q: What is the direct answer?

Willmina Inc. is launching a new sheet mask, 'Hoseki Biyori Serum Mask,' to meet consumer demand for 'ingredient-based buying.' It features placenta, niacinamide, and pearl extract, offering a luxurious skincare experience in a large-capacity format.

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Source: https://prtimes.jp/main/html/rd/p/000000148.000099029.html | Date: Date unavailable

Willmina Inc. (Headquarters: Shinjuku-ku, Tokyo; CEO: Shiina Koumura; hereinafter 'Willmina') will sequentially launch the 'Hoseki Biyori Serum Mask (Clarity),' a large-capacity 45-sheet mask for carefree daily use, starting Thursday, May 14, 2026, through consumer cooperatives and official EC mall stores. The mask is luxuriously formulated with dual serum ingredients like placenta*² and niacinamide*³, and pearl extract*¹ for a gem-like glow. ◆ Development Background Sheet masks have transformed from special occasion care to a daily skincare staple, becoming a solid trend in the overall market. According to 2025 statistics from the Japan Cosmetic Industry Association, shipment sales for the 'Pack' category increased by 106.9% year-on-year*⁴, and our company's sheet mask shipment performance has also been strong, outpacing market growth at 110% year-on-year*⁵. However, as they have become an indispensable item for daily care, customer selection criteria have also changed. In a survey conducted by Willmina*⁶, while ease of daily use factors like 'price (76.3%)' and 'number of sheets (50.8%)' were frequently cited as important points when purchasing sheet masks, they were surpassed by 'effectiveness (83.1%)' and 'ingredients (82.2%)', which both exceeded 80%. In recent years, 'ingredient-based buying,' where consumers purchase based on specific cosmetic ingredients, has become a trend in the overall cosmetics market. This has highlighted a strong need in the large-capacity sheet mask segment for products that do not compromise on popular ingredients or definite effectiveness, in addition to cost performance. In response to these real customer voices, Willmina has developed the new product 'Hoseki Biyori Serum Mask (Clarity)' to add a sense of 'luxury' and 'excitement' to the sheet mask market. It is luxuriously formulated with 'placenta*²', which garnered support from about 80% of consumers as an attractive ingredient, and the popular 'niacinamide*³' as dual serum ingr

An Era of Over 80% Choosing by Ingredient: A Luxurious Skincare Mask with Dual Serums & Pearl Extract*¹ is Born

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