Oh K! shortlisted for 4 Pure Beauty Awards

PRESS RELEASE | 5th September 2017

Peeling back the mask on Korean beauty with Oh K!

Oh K! the Korean mask-led beauty brand today sees four of its hero products shortlisted in the Pure Beauty Awards. The Gold Dust Hydrogel Mask, Multi Step Face Mask with Charcoal, Bubble Sheet Mask and Hair Mask have been nominated and voting opens today online at https://www.hpcimedia.com/pure-beauty-awards/award-categories/. Commenting on the nominations, Oh K! Product Director Robyn Clifford says “we are thrilled to achieve further industry recognition for the brand, which continues to grow.”

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Highlighting the trend for K-beauty in the UK, she continues “40% of women under 35 in the UK frequently use a face mask and as a mask-led beauty brand we are constantly investing in understanding our consumer and ensuring that we are coming up with innovative products which serve them, and our retail partners.”


The facemask consumer

  • 61% of consumers are most likely to purchase their facemasks from a health & beauty store
  • 39% of 18-34 year olds use a face mask to help with a particular skin concern
  • 37% use a face mask to relax and treat themselves
  • 48% 18-24 year olds agree that Korean beauty is a big trend they would be interested in trying more*

*Source: ICM Unlimited Quantitative Research (Female sample 1060, Facemask Users 506) July 2017

The Oh K! Mask Edit
Complexion and flawlessness are of great importance in Korean tradition, with the belief that you can tell your fate and fortune by your skin. While Western women typically follow a three-step regime, in South Korea there are 10 plus steps, including the use of essence, ampoule creams and sheet masks. To make this luxury accessible to even the most time-starved schedule, Oh K! has taken the essential components of the Korean regime and created a lust-worthy mask collection.

The latest product set to take Instagram by storm is a new masking kit, allowing users to create their own gold glow peel-off mask. The Mix Your Own Gold Dust Mask (RRP: £12.50) launches next month with ASOS, Debenhams, Topshop, Bentalls and Fenwick in the UK and with OVS in Europe.