Glow Recipe encourages fans to sheet mask in public with latest innovation

Glow Recipe - Watermelon Glow Sheet Mask

Glow Recipe – Watermelon Glow Sheet Mask

K-beauty brand Glow Recipe is aiming to help its fans keep up their beauty routines even when on-the-go with the introduction of a transparent sheet mask.

The launch is accompanied by a social media campaign that encourages consumers to ‘break boundaries’ when it comes to their skincare rituals by doing face masks in public and using the #maskseverywhere and #youjelly hashtags.

The mask is an extension of the brand’s popular Watermelon Glow formulation, whose original product, the Watermelon Glow Sleep Mask, propelled the brand into cult status. The cosmetics brand worked with a lab in Korea to ‘gelify’ watermelon extract that gives the product the transparent texture that helps lock-in moisture and looks almost imperceptible on the skin.

Co-founders and co-CEOs Christine Chang and Sarah Lee said to online publication Fashionista: “We know that not all our customers can be as shameless to sheet mask in the back of an Uber, so we wanted to create a beautiful, selfie-ready invisible sheet mask that provides the effects of ‘glass skin,’ which hopefully sparks this movement of sheet masking whenever you need that quick skin-fix, even if you’re en route to a first date.”

They explain that their hope is for the new product to allow more people to take the leap and self-care in public.


Beauty brands are often at the forefront of creating innovations that respond to new consumer mindsets and demands around convenience and efficacy. The industry is particularly making strides in developing products that adapt to a busy woman’s lifestyle and their need for on-the-go formats that don’t compromise on results.

For more on how the beauty industry is listening closely to its consumers and driving meaningful innovation accordingly, listen to our latest episode of TheCurrent Innovators podcast with beauty device brand Foreo’s CEO, Paul Peros.