Are nügg skin treatments set to become a fixture in the face mask category?

By Deanna Utroske

- Last updated on GMT

image of nügg face masks courtesy of the brand
image of nügg face masks courtesy of the brand

Related tags Skin Nügg

Beauty Ideas Group, the company behind nügg, launched the brand in 2014 with its signature pod-pack masks. Now, with recent line extensions—an eye mask and a lip mask— nügg is winning over consumers and innovating for the future.

With award-winning portion size packaging, nügg is doing for masks what Stowaway Cosmetics is doing for color—making it portable and practical in a way that resonates with today’s consumer. 

Each nügg face and eye mask comes as a single serving. This packaging makes the product eminently portable and facilitates a skin care routine that users can customize as needed.

Repositioning science

Finicky consumers today expect tech to make their lives better, but aren’t as trusting when it comes to the science that touches their skin. Anything “chemical” is increasingly cast as a wicked character.

Smart brands are adapting to consumer perception and updating product formulations and marketing language. “We manufacture with an innovative Natural Oil Dispersion Technology that uses physics instead of chemistry to blend oil and water which avoids the use of chemical emulsifiers that can impair your natural skin barrier function,” ​Conny Wittke, founder and chief of nügg Beauty, tells Cosmetics Design. “That is great for healthy skin and also gives a very unique skin feel.”

The product formulas are on trend with the made-without movement too. According to the company, over 90% of each product’s ingredients are natural or naturally derived and, as the labels note, are made without petrochemicals, parabens, synthetic fragrances or synthetic colors.

Steadily forward

nügg Beauty is growing strategically. The brand is already known for product quality and innovation. So, it follows that nügg is “working on a range of further additional skin treatments for 2017 that are very innovative and exciting,”​ as Wittke tells Cosmetics Design.

By educating Western mass market consumers about masks and skin treatments and expanding US distribution beyond its current reach, the company’s market share will grow. This too is simply an escalation of what’s working already for nügg.

At launch, Target was the brand’s national distribution partner. Now that roster includes Ricky’s, Pharmaca, Whole Foods North East, Stage Stores, select beauty boutiques, and online retailers like birchbox.com and b-glowing.

Based in Port Washington, New York, the company has its sight on the international market too. Last month nügg launched at Selfridges. “Market feedback from the UK has been absolutely exceptional,” ​says Wittke.

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