"Masqueology Brings South Korean Skin-care Innovations to the Masses" - Womens Wear Daily

The brand's sheet masks have entered more than 3,000 Wal-Mart doors.
Masqueology wants no one to miss out on the South Korean skin-care craze.
After originally launching five years ago with prestige positioning at Sephora and Macy’s, the brand has pivoted to the mass market by entering Wal-Mart. The world’s largest retailer last month began carrying six of its sheet masks at more than 3,000 doors: Vita Clarifying Cream Mask, Moisturizing Face Mask, Special Care Mask, Moisturizing Foot Mask, Moisturizing Hand Mask and the best-selling Collagen Lifting Cream Mask.
“When we started, [South] Korean skin care was basically nonexistent in the U.S., and it’s come to the forefront. Everybody has started jumping on the [South] Korean skin-care bandwagon, and a lot of the big mainstream retailers contacted me about [South] Korean skin care,” said Phillip Ha, chief executive officer of Masqueology parent company Beauty Architects. “The mass market is looking for this technology at affordable prices. Mass customers are more savvy about technology now because of the Internet and social media.”
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