Welcome to Haul of Fame, your weekly roundup tracking the new products and ideas driving the beauty industry forward.
Included in today’s issue: Augustinus Bader, Byoma, Calvin Klein, Clearstem, Glow Recipe, Jones Road, Leonor Greyl, Phlur, Reome, Rhode, Shiseido, Salt & Stone, Sol de Janeiro and Vichy.
But first…
Byoma’s latest skincare launch was born from frustration. “At a micro level, sheet masks slip, slide and stick to everything other than your skin,” Marc Elrick, the brand’s founder and chief executive, told The Business of Beauty. “They just don’t fit around the modern day consumer.”
Elrick wanted to change that with Bio-Collagen Radiance Facial Mask, his brand’s first face mask. Unlike viral collagen sheets from brands such as Biodance and Dr. Jart+, Byoma’s is applied as a pink gel that stiffens into a peelable film promising hydrating, brightening and depuffing capabilities: all within 20 minutes.
The launch comes amidst increasing sophistication for the skincare mask category, a beauty staple that has more recently fallen out of favour. According to research firm Trendalytics, searches for standard sheet masks and mask-like overnight creams are down by 19.8 and 15.1 percent respectively year-over-year.
Customers instead are seeking sophisticated masks that offer immediate benefits: for the same period, renewal and wrapping masks were up 62 and 46.6 percent respectively. At-home spa LED masks have seen the biggest lift, with searches up 82 percent annually, suggesting that customers aren’t abandoning the category but are trading up to high-tech options.
To tempt them back to topicals, skincare brands are striking back with more innovative launches. This week, Rhode and Reome have added their own face mask innovations to the mix: the former with a fast-acting depuffing caffeine mask, and the latter with a biotech-enhanced coconut-derived sheet mask. Sheet masks make up the largest segment of the prestige mask market, with dollar sales growing 20 percent in 2025, according to Circana. It shows that while standard sheet masks are on the decline, customers are willing to go premium — but only with proof that the mask will deliver.
Though it may have conquered a user-friendly format, Byoma is also faced with a cooling consumer demand for collagen face masks: Trendalytics data shows searches are now in a decline of 19.8 percent YOY. But the category is still important for any skincare brand hoping to offer their consumers a full routine. The question is how to launch one that will stick.
In addition to ingredients like fine type-three collagen and soothing centella asiatica, Byoma’s mask is a playful format that lends itself to glass-skin selfies and satisfying TikTok removals. It’s also backed by external clinical trials with ample sample sizes.
For its launch over the weekend, the brand ran its first ever TV spot with a Super Bowl commercial that aired in Washington State — the home of the Seattle Seahawks — featuring a cast of social media creators including Dylan Kevitch, Micky Gordon and Lisi German. The “short-time show”, a riff on Bad Bunny’s height requirement for Super Bowl extras, highlighted the masks rapid application time.
(It’s the first campaign under the stewardship of new brand global president Tara Loftis, who recently joined Byoma from Galderma, where she pulled off a 2025 Super Bowl spot with Lil’ Wayne.)
Splashy campaigns aside, it’s the brand’s laser focus on results that Elrick believes will be the biggest draw. “People don’t want simple and dermatologically approved formulas on their own,” he said. “They want clinically effective results at the same time.”
What else is new…
Skincare
Who: Rhode
What: Caffeine reset sculpting face mask and peptide lip boost
When: Feb. 9
Why: Masks are also on the mind at Rhode, which expanded its own catalogue with an energising caffeine face mask ($38), and peptide lip boost mask ($23) earlier this week. Available exclusively at rhodeskin.com for now, before springtime launches into Sephora.
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Who: Glow Recipe
What: LHA + AHA, PDRN+ Repair and Vitamin C Brightening Korean Toner Pads
When: Feb. 10
Why: Glow Recipe has struggled to find its feet amidst the domination of second wave K-Beauty brands. Hopefully its latest trio of toner pad launches ($30 for 60) — LHA + AHA Korean watermelon, vitamin C brightening and a very buzzy PDRN+ repair — will allow it to reappeal.
Makeup
Who: R.e.m. beauty
What: Mélange à trois blush and highlighter stick
When: Feb. 7
Why: While a multiple is hardly novel, R.e.m. beauty’s skincare infused stick ($29) feels very of-the-now. Each of the six shades is infused with sunflower oil and light-sheen mica that shimmers, even if the claim of “first-to-market swirl technology” doesn’t mean much.
Fragrance
Who: Phlur
What: Matcha Milk and Berry Cream
When: Feb. 10
Why: Phlur bottles a berry matcha latte with its latest release of hair and body mists, available to purchase as a duo ($68) or individually ($39). By launching new mists as duos, Phlur hopes to tap into the fragrance wardrobing and guide beginner scent layer-ers.
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Who: Sol de Janeiro
What: Jelly Perfume Balms
When: Feb. 2
Why: A new smushable format for Sol de Janeiro, who’ve added a trio of jelly perfume balm ($26) to the mix. It comes amidst a wave of delightfully sensory product launches across all beauty categories: the Bum Bum cream-maker has never been one to shy away from the fun side of beauty.
Hair care
Who: Leonor Greyl
What: Bain Sublime Couleur
When: Feb. 12
Why: A non-harsh, non-stripping and sulfate-free shampoo created to help shield colour-treated hair from fading. ($62)
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Who: Cardi B
What: Grow-Good Beauty
When: Announced Feb. 11, launch TBC
Why: Grow-Good Beauty will be the name of Cardi B’s long-teased hair care line, the rapper announced on her Instagram Wednesday. It will be the first beauty venture under Cardi B’s multi-brand partnership with retailer Revolve Group, following years of hair growth routine tips and rituals shared by the star via Instagram.
Body care
Who: Augustinus Bader
What: Geranium Rose Body Cream
When: Feb. 9
Why: This cellulite–busting body cream is the latest product to receive the Midas touch of Augustinus Bader’s TFC8 complex. A development to the brand’s existing body cream, the new release contains barrier soothing ingredients and geranium and rose accord, and targets cellulite and stretch marks. ($200)
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Who: Salt & Stone
What: Santal & Vetiver and Bergamot & Hinoki Body Oil
When: Feb. 13
Why: Salt & Stone, beloved for its fancy deodorants, has ventured into body oil ($42). The oil contains macadamia oil, seaweed extracts and squalene to leave skin supple, and comes in either santal & vetiver or bergamot & hinoki — two appropriately grown-up scents.
Supplements
Who: Vichy
What: LIFTACTIV Collagen Supplement
When: Announced Feb. 11, launch TBC
Why: L’Oréal enters into the nutricosmetics category with Vichy’s Liftactiv collagen supplements. At a time of peaking consumer interest — and scepticism — in the supplement market, the brand has tapped wellness author Jessie Inchauspé (TheGlucoseGoddess) to front the launch.
Ambassadors
Who: Shiseido
What: Lisa brand ambassador
When: Feb. 9
Why: To help Shiseido spur a profit rebound in 2026, the conglomerate has tapped Blackpink’s Lisa as its newest global ambassador. She’ll front the conglomerate’s flagship Ultimune skincare franchise, launching a three-part film series and behind the scenes series where the pop star will share her personal skincare routine with fans, with the first TV spot to air March 2.
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Who: Calvin Klein
What: Revamped Euphoria EDP fronted by Rosalía
When: Announced Feb. 9, available March
Why: Calvin Klein will be revamping its Euphoria fragrance range with pop star Rosalía as the face, aiming to channel the cultural pull of its underwear campaigns across its fragrance portfolio, reports Vogue.
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