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

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 ingredients, plus 'pearl extract*¹' for a gem-like glow. While being a large 45-sheet capacity for carefree daily use, it delivers an exquisite sense of effectiveness and luxury that fully satisfies the needs of 'ingredient-based buying.'

◆ Product Description

Hoseki Biyori Serum Mask (Clarity) Official Online Shop Reference Price: 2,430 JPY (tax included) Capacity: 45 sheets (340mL) / with spatula Release Date: Thursday, May 14, 2026 Availability: Sequentially at Kagayaku Cosme official stores (Amazon, Rakuten, Yahoo! Shopping) and consumer cooperatives.

【Features】

A sheet mask enveloped in dual serums [Placenta*² & Niacinamide*³]. Furthermore, this luxurious mask, adorned with the luster of pearl*¹, leads to radiant, clear skin*⁸ free from dullness*⁷!

Point 1: Dual Clarity + Gem Ingredient Formulation Luxuriously double-formulated with Placenta*² & Niacinamide*³. The serum's moisture envelops the skin. Pearl extract*¹ is added for a glow and brightness that seems to overflow from within. Ample serum ingredients penetrate*⁹ to moisturize and lead to clear skin*⁸. 【Dual Clarity】Placenta Extract, Niacinamide 【Pearl Extract】Hydrolyzed Conchiolin Protein 【Serum Ingredients】Glutathione, Vitamin C Derivative*¹⁰, Penetrating*⁹ Vitamin C Derivative*¹¹, Jojoba Oil, Argan Oil*¹² (All moisturizing ingredients)

Point 2: Sustainable High-Adhesion Sheet Mask A thin, soft sheet that can hold plenty of serum. It adheres closely to the skin, feeling almost as if it's not there, and effectively delivers the serum to the stratum corneum. The sheet is plant-derived, made from materials like eucalyptus. It is a skin-friendly and environmentally conscious material that biodegrades when buried in soil.

Point 3: Eliminates 'Minor Stresses' with an Attached Spatula A box type with a large capacity of 45 sheets. The included 'grippy' spatula has a jagged surface like Velcro, allowing for easy and hygienic removal of one sheet at a time with just a touch. It resolves minor daily frustrations like multiple sheets coming out together or concerns about touching them directly with fingers, supporting a pleasant skincare time.

*Fragrance-free, colorant-free, mineral oil-free, alcohol-free

*¹ Hydrolyzed Conchiolin Protein (moisturizing ingredient) *² Placenta Extract (moisturizing ingredient) *³ Moisturizing ingredient *⁴ From Japan Cosmetic Industry Association 'December 2025 Cosmetics Production, Shipment, and Inventory Statistics Table' *⁵ Comparison of sheet mask category shipment volume from April '24-March '25 and April '25-March '26 / company data *⁶ 'Survey on Sheet Masks (for full face)' Survey period: June 2025, Respondents: 118, Target: Women in their 50s-70s who use sheet masks, Survey method.