I know – I did a double-take too. Not exactly what you were expecting, but then why wouldn’t other manner of beauty companies jump on board? Asia has always been a trend setter – not only in fashion, but in the beauty and skincare arenas (I’ve gone on about it forever, many of my early posts touting the overseas’ creativity and innovation.)
Let me quell the curiosity up front, though – The masks are made for your SKIN, as it turns out – so under the surface, it’s more like the company is branching out into other areas of beauty, as opposed to a sheet mask FOR your nails (which, honestly, wouldn’t surprise me after seeing news of these.) Slight disappointment because sheet masks are everywhere to the point of sensory overload.
But though it makes sense for a beauty brand unrelated to makeup, or even the skin at all, to hop on the sheet mask wagon, it still feels like a surprise.
In the last several years, nails have had more attention – the products offered in mass market retailers alone is somewhat astounding. You can get anything from gel polish, gel lamps, pre-designed but high-end glue on nails, nail art (stickers, rhinestones, tools), you name it. But there always seems to be a lull or plateau – it’s like what else can you do with nails. At home?
Nails are as much an accessory as far as fashion is concerned – they are an extension of that fancy handbag, after all – so keeping the field interesting is important for companies out there. Boredom is a killer.
Enter Nails Inc with a few 15-minute sheets for anything from dryness, to anti-aging, to brightening. When all else fails, I guess trying to expand makes some sense – I hope for them that it works. From the sound of it, they might also be entering color cosmetics too…