HER HYNESS Reinforces No.1 Position in Mask and Toner Pad Unveils ‘The Science & Soul’ Strategy Behind Its Leadership in Mask Innovation, from Thailand’s First BLACK MASK
HER HYNESS, the only premium-mass clean beauty brand in the T-Beauty market, reinforces its success as the No.1 leader in the mask and toner pad market for four consecutive years. The brand unveils ‘The Science & Soul Behind No.1 MASK & TONER PAD’, revealing the thinking behind
its innovation journey from ‘BLACK MASK’, Thailand’s first black mask launched in 2020,
to the expansion of its mask and toner pad universe, with sales exceeding 27 million pieces.
The brand also reveals its next step as a market leader with the launch of ‘HYPER TARGETED BLACK MASK’, elevating its legendary black mask with the new ‘BINCHOPLATINUM™ combined
with MICRO-SEALED™ TECHNOLOGY’ innovation to provide gentle, targeted care for all skin types.
In addition, Naravit ‘Pond’ Lertratkosum is introduced as Brand Ambassador for the mask and toner pad product group, expanding the target audience to unisex consumers. HER HYNESS aims to drive a further 20% increase in sales of its mask and toner pad portfolio and reach total sales of 2 billion baht in 2026.
Ms. Kanyachat Lerttanapaiboon, Co-Founder and CEO of HER HYNESS, said:
“Since its establishment, HER HYNESS has remained committed to being a premium-mass clean beauty brand that places importance on premium quality and results that deliver value to consumers. This is rooted in our belief that good skincare must be safe, gentle and genuinely effective, with results proven through clinical testing.
We first entered the mask market in 2020 with BLACK MASK, the first black mask brand in Thailand, at a time when consumers viewed masks as inexpensive products that were unnecessary. However, through a consumer-driven strategy that puts consumers’ problems at the centre and seeks effective solutions to address those problems, the black mask phenomenon emerged, with consumers sharing its results through word of mouth. This made the brand loved by consumers from its first year of sales and established it as one of the brand’s Product Heroes.
The success of BLACK MASK became the starting point for the brand to continuously expand its mask and toner pad portfolio to address all skin types and consumer needs across five categories: BLACK MASK, PLATINUM MASK, COCO MASK, HYPER TARGETED BLACK MASK and TONER PAD. This has made HER HYNESS the No.1 leader in the mask and toner pad market for four consecutive years on Lazada and Shopee, with sales exceeding 27 million pieces.
Behind this No.1 position is our product development and innovation strategy, which combines ‘The Science & Soul’—bringing together properly validated scientific principles and the spirit of meticulously selecting the best with an understanding of consumers, which is a core belief of the brand. This has resulted in innovations that are both effective and meaningful to consumers.”
The “Science” Behind No. 1 MASK & TONER PAD
Not just black: The technology behind BLACK MASK
Behind BLACK MASK Technology is more than ordinary charcoal, which has limited ability to absorb impurities. HER HYNESS uses high-quality Binchotan charcoal from Japan combined with
Nano Platinum, creating the proprietary BINCHOPLATINUM technology.
Binchotan charcoal releases negative ions to provide deep cleansing, absorbing impurities deep within the skin, while helping protect the skin from PM2.5 particles, supporting the effective delivery of nourishing serum into the skin, and inhibiting bacterial growth.
Not just a sheet soaked in serum
HER HYNESS has developed a soft, delicate sheet as an alternative to conventional
serum-soaked paper sheets. It does not irritate or chafe the skin and meets the global EU OEKO-TEX® 100 safety standard, making it safe even for babies’ skin.
It has also passed the Human Patch Test by SGS and Dermscan Asia, undergone skin irritation testing by dermatologists, and is 100% naturally biodegradable.
Not just about creating a memorable image
HER HYNESS pays attention to the actual user experience by designing mask sheets that
fit closely to the contours of the face without slipping, allowing consumers to comfortably carry out their daily activities while wearing a face mask.
Not just one formula
HER HYNESS researches and develops each formula to address diverse needs according to consumers’ skin conditions, including:
- INSTANT GLOW – Cares for dull skin and enhances a naturally glowing, radiant complexion with Royal Jelly, Pearl Powder and Arbutin.
- INSTANT BRIGHT – Cares for dark spots, evens out skin tone and gently exfoliates the skin with Mandelic Acid, 3X Vitamin C, Alpha-Arbutin and Tranexamic Acid.
- INSTANT CALM – Addresses acne and recurring breakouts, controls excess oil and reduces clogged pores with Succinic Acid, Centella, Vitamin B3 and Zinc PCA.
- INSTANT RENEWAL – Cares for dry, rough skin, reduces the appearance of wrinkles and helps the skin look firmer and more lifted with HPR, Melatonin and Pro-Xylane.
The “Soul” Behind No. 1 MASK & TONER PAD
Building a brand with a spirit of care
Ms. Kanyachat Lerttanapaiboon, Co-Founder and CEO of HER HYNESS, has personally experienced severe skin problems in the past, combined with accumulated professional experience working with premium global brands. As a result, she places great importance on developing products with care, adhering to the principle of never compromising quality for speed and remaining steadfast in the brand’s beliefs rather than following trends.
She has also passed on the founder’s beliefs throughout the organisation, ensuring that the entire organisation shares the same spirit.
Upholding a Global Standard
HER HYNESS is committed to raising the standards of the T-Beauty industry to a global level by establishing a new benchmark for Clean Beauty based on stringent safety standards and freedom from harmful chemicals.
The brand guarantees the highest level of gentleness, to a level that is safe for babies’ skin, while proving product results through clinically proven testing processes, both in vitro and in vivo.
Expanding the Mask and Toner Pad Universe with New Product and Latest Brand Ambassador
To reinforce its leadership in the clean beauty market and the mask and toner pad product category, HER HYNESS has launched its latest product in the mask and toner pad portfolio,
‘HYPER TARGETED BLACK MASK’, offering a new dimension in face masking with BINCHOPLATINUM™ combined with MICRO-SEALED™ TECHNOLOGY.
The mask features sealing sheets that lock nourishing ingredients onto specific areas, increasing deep absorption by 10.5 times and revitalising the skin precisely where needed, with the process completed in 40 minutes. It addresses four specific skin concerns:
- HYPER GLOW – Cares for dull skin [Glow Zone]
- HYPER YOUTH – Cares for premature signs of ageing [Youth Zone]
- HYPER CLEAR – Cares for acne concerns [T-Zone]
- HYPER RESCUE – Soothes sensitive, easily irritated skin [Recovery Zone]
The product is priced at 169 baht per sheet and 1,150 baht per box of seven sheets.
In addition, HER HYNESS has introduced Naravit ‘Pond’ Lertratkosum as Brand Ambassador for its mask and toner pad product group. He has been a genuine user of HER HYNESS products since before becoming the brand’s ambassador, and his appointment reflects the message that HER HYNESS masks and toner pads can be used for skincare by people of all genders.
Ms. Kanyachat also added:
“Reinforcing HER HYNESS’s No.1 position in the mask and toner pad market through innovation developed under the ‘The Science & Soul’ strategy reflects HER HYNESS’s potential as the only Thai premium-mass brand in the T-Beauty market. It also demonstrates
our commitment to elevating Thailand’s beauty industry, which must place importance on both scientific support and a spirit of care.
HER HYNESS is ready to continue expanding its mask and toner pad portfolio by a further 20%, while growing the total portfolio to 2 billion baht in 2026.”
Experience HER HYNESS HYPER TARGETED BLACK MASK, along with products from the MASK and TONER PAD ranges, available now at Watsons, EVEANDBOY, KIS, Beautrium, Her Hyness Beauty Bar, and online through Shopee, Lazada, TikTok Shop and www.herhynessbeauty.com.
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