GENIC, the originator of Sheet Mask empire
#7 GENIC 제닉
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| ▲ GENIC |
#Brief History of GENIC
GENIC (제닉) was founded in 2001 by Yoo Hyun-Oh, a holder of mater's degree in textile engineer and doctor's degree in chemical engineer (both from Hanyang University).He always dreamed to start his own business when he was studying and working at Korea Institute of Science and Technology (KIST) as a lab researcher.
He once went backpacking to Australia and he found that Australians put a cold wet towel on their face to calm the heated face by sunlight, which gave him an idea of sheet mask to soothe and calm skin.
After he came back to Korea, he decided to start a business to fulfill the sheet mask idea, although it was such a brutal environment for business because of the currency crisis in Asia.
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| ▲ Yoo Hyun-Oh, the founder & former CEO of GENIC until 2016. Currently running entrepreneurial program at Hanyang University |
At the beginning, he was the only one who handled every single work related to the business: market research, sourcing, product development, sales, etc.
However, the mask sheet was just a new idea that was not proven and retailers/brand owners did not show much interests in the new innovative product.
Fortunately, GENIC was included in export delegation to the US as a new small/medium business in 2002 and he got a chance to show the products in the country.
As the result of his efforts, he could make contracts with some retailers including TARGET to supply mask sheets for about US$10 million in 2003.
He also made a contract with Boots in the UK and started making GENIC's presence in the beauty industry.
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| ▲ Celderma Hydrogel Mask also known as "Ha Yu-Mi Pack" |
GENIC concentrated on the manufacturing agent business (ODM) at the beginning, but after 5 years of its start, they launched their own brand CELDERMA (셀더마) and released a new type of mask sheet: Hydrogel Mask.
They hired an ambassador Ha Yu-Mi, an actress famous for her porcelain skin, to promote and focused on selling them on TV home shopping channels, which shortly became a best seller.
Through many TV shopping channels, GENIC sold about 13 million Hydrogel mask monthly at the time.
Hydrogel mask, unlikely normal cotton mask sheet, is made of water soluble hydrogal which is melt by temperature of skin: GENIC created this new gel type mask and registered a patent in 2005.
Currently Hydrogel mask is known as just a type mask sheet and many other brands sell Hydrogel mask, however, it was such a huge innovation in 2006 when only normal cotton mask sheets were available.
# IPO & Global Expansion
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| ▲ Automated Manufacturing Facilities for Sheet Mask |
They upgraded their manufacturing facilities: they expanded its factory, established a design research center, and registered several certificates such as ISO-22716 (CGMP), ISO-14001 (Environmental management system), and ECO-CERT as well.
Also, GENIC is the first company that automated all process of producing mask sheets in Korea which improves quality and hygiene.
GENIC acquired a license for producing over-the-counter (OTC) drugs as well.
GENIC also established a factory in China to meet the rising demands in the country and has been focusing on raising its business presence in the market.
In 2015, 25.44% of GENIC's share was bought by Soul Brain, a semiconductor manufacturer, and the founder Yoo Hyun-Oh had stepped down from his CEO position. Currently GENIC is run by a former P&G executive Hwang Jin-Sun.
# CSR
GENIC has launched a non-profitable brand "Pure Tree" only for charity activities. |
| ▲ GENIC Pure Tree shampoo - designed only for charity activity |
As the founder Yoo Hyun-Oh thought the CSR for the local neighbors, he decided to make this new brand only for the people in need.
# Downturn in China, Looking for Turnover
In 2017, GENIC recorded its sales of US$57 million which was declined 28% from its previous year's sales.The downturn was caused by a diplomatic trouble between Korea and China with the THAAD missile.
Despite the unfavorable situation, GENIC recently made a contract with FOREO to supply 30 million mask sheets and was selected as a excellent manufacturing partner of Amorepacific.
As their sales in 2018 is showing improvement, GENIC will recover quickly and represent K-beauty continuously.
# Representative Products manufactured by GENIC
1. CELDERMA - Ninetalks Hydrogel Mask
GENIC's own brand CELDERMA's hydrogel mask is the first hydrogel mask in the market.
Although Ha Yu-Mi is no longer an ambassador of CELDERMA, this hydrogel mask is still known as "Ha Yu-Mi Pack".
The anti-aging peptide ingredient helps revitalize and calm skin.
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| ▲ CELDERMA - Ninetalks Hydrogel Mask |
2. BIOTHERM - Life Plankton Essence-In-Mask
GENIC produces a mask sheet of BIOTHERM's moisturizing and revitalizing line "Life Plankton".
As one of the most popular mask sheet manufacturers, GENIC produces for many other brands like BIOTHERM and Lancome.
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| ▲ BIOTHERM - LIfe Plankton Essence-In-Mask |
3. Innisfree - Double Fit Lifting Mask
This mask sheets consist of 2 parts: One to hang in ears and one on the face.
As it is very hard to care chin and neck lines, GENIC created this new style of mask sheet to solve the inconvenience and it is popular regardless of ages.
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| ▲ Innisfree - Double Fit Lifting Mask |
4. ETUDE HOUSE - AC T.A.P.A. Gauze Mask (Calamine)
Most of this ETUDE HOUSE's online exclusive mask sheet line are produced by GENIC.
The line cares various skin concerns and this gauze type mask sheet is well ventilated and calming skin.
GENIC shows how creative a mask sheet could be with this fun mask sheet line :)
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| ▲ AC T.A.P.A. Gauze Mask - Calamine |
5. ETUDE HOUSE - Laugh Lines Care Patch
This fun specific spot-focusing patch effectively cares laugh lines.
As a GENIC's famous hydrogel patch, it moisturizes and soothes laugh lines to firm and revitalize.
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| ▲ ETUDE HOUSE - Laugh Lines Care Patch |
# Product List manufactured by GENIC
Brand
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Product
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Link
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CELDERMA
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Ninetalks Hydrogel Mask
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CELDERMA
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Ninetalks Hydrogel Eye Patch
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CELDERMA
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Ninetalks Fitting Gel Mask
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CELDERMA
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Ninetalks Fitting Gel Eye Patch
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CELDERMA
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Real Black Pearl Hydrogel Mask
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CELDERMA
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Real Diamond Pearl Hydrogel Mask
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CELDERMA
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Real Gold Pearl Hydrogel Mask
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CELDERMA
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Crystalk Skin Mask
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CELDERMA
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Crystalk Kiss Me Jelly Patch
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CELDERMA
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Real Moisture Flower Hydrogel Eye Mask
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CELDERMA
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Real Moisture Flower Hydrogel Mask
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CELDERMA
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Sports 1872 Fitting Gel Mask For Woman
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CELDERMA
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Sports 1872 Fitting Gel Mask For Man
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CELDERMA
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Double Layering Mask (Star Gold, Edge Gray,
Chiffon Pink)
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CELDERMA
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Bubble Talk Cleansing Mask
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CELDERMA
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Starlook Mask Comfort-Fit Muse Nude
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CELDERMA
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Make Up Quick Priming Mask
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CELDERMA
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Botanic Solution Mask - Camomile
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CELDERMA
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Botanic Solution Mask - Hyacinth
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CELDERMA
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Botanic Solution Mask - Jasmine
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CELDERMA
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Botanic Solution Mask - Camelia
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CELDERMA
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Botanic Solution Mask - Lily
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CELDERMA
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Botanic Solution Mask & Pad Cleansing
Kit - Lotus
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CELDERMA
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Water Glow Cleansing Gel To Oil
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CELDERMA
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Cleansing Bath Kit (Milky Bubble Pad + Mini
Toner Pack)
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CELDERMA
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Marine Collagen Cell Plus Ampoule Special
Kit
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CELDERMA
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Bird's Nest Wrinkle Clinic Mask
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CELDERMA
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Collagen Lifting Clinic Mask
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CELDERMA
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Black Pearl Bright Clinic Mask
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CELDERMA
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Vita White Clinic Mask
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ETUDE HOUSE
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Laugh Lines Care Patch
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ETUDE HOUSE
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Calming Cheek Patch
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ETUDE HOUSE
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AC T.A.P.A. Gauze Mask -Calamine
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ETUDE HOUSE
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Sensitive Skin T.A.P.A. Waterful Soothing
Mask
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ETUDE HOUSE
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Balloon Face T.A.P.A. Massage Point Mask
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ETUDE HOUSE
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Dark Spot T.A.P.A. Vita Film Mask
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ETUDE HOUSE
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Wrinkle T.A.P.A. Spider Map Lifting Mask
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ETUDE HOUSE
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AC Clean Up Mask Sheet
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ETUDE HOUSE
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3 Minutes Care Mask (Black Bean / Turmeric)
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ETUDE HOUSE
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Gold Therapy Red Ginseng Mask - Firming
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ETUDE HOUSE
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Gold Therapy Collagen Eye Patch - Firming
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ETUDE HOUSE
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Gold Therapy Black Pearl Mask - Brightening
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ETUDE HOUSE
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Black Charcoal Chin Pack
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ETUDE HOUSE
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Green Tea Nose Pack
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Mediental
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Elasticity Sensor Hydrogel Mask Pack
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Mediental
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Pore Sensor Hydrogel Mask Pack
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Mediental
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Calming Sensor Hydrogel Mask Pack
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Mediental
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Moisture Sensor Hydrogel Mask Pack
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Mediental
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Skin Tone Sensor Hydrogel Mask Pack
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SNP
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Fresh Vita Hydrating 2-Step Mask
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SNP
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Fresh Vita Brightening 2-Step Mask
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SNP
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Ton-Lightening Cream Coating Mask Pack
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SNP
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Aqua Balancing Cream Coating Mask Pack
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SNP
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Repairing Cream Coating Mask Pack
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SNP
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Black Pearl Renew Eye Patch
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SNP
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Jelly Vita Brightening Toning Mask
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SNP
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Jelly Vita Clearing Toning Mask
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SNP
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Jelly Vita Firming Toning Mask
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SNP
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Jelly Vita Hydrating Toning Mask
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Mediheal
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N.M.F Aquaring Gel Eyefill Patch
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Mediheal
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E.G.T Timetox Gel Smile-Line Patch
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Too Cool For School
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Egg Cream Mask (Hydrationg / Pore
Tightening / Firming)
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Too Cool For School
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Pumpkin 24K Gold Mask
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Too Cool For School
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Glam Rock Abracadabra Mask
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Too Cool For School
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Coconut Oil Serum Mask
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Innisfree
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Double Fit Lifting Mask
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Innisfree
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TrueCare One Step Cleansing Pad
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Innisfree
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TrueCare Gommage Peeling Pad
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TONYMOLY
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Perfect Fit Sports Mask
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SKIN FOOD
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Dual Effect Mask Sheet (Mushroom / Snail /
etc.)
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SKIN FOOD
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Real Tea Gel Mask (Rose / Camomile /
Lavender)
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Mamonde
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Flower Lab Essence Mask
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Mamonde
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Melting Ampoule Mask (Moisturizing /
Soothing / etc.)
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Dr.Jart
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The Mask Intra Jet Firming Soultion
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Dr.Jart
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The Mask Intra Jet Wrinkleless Soultion
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Laneige
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Two Tone Sheet Mask
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Laneige
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Water Bank Double gel Soothing Mask_EX
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SCINIC
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44 Face Making Kit (Lifting Belt &
Patch)
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SCINIC
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44 Face Cool Lifting Gel Mask (Refill)
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SCINIC
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Skin Balance Dual Fit Mask - Pore Care
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SCINIC
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Skin Balance Dual Fit Mask - Vitalizing
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SCINIC
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Skin Balance Dual Fit Mask - Moisturizing
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SCINIC
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Skin Balance Dual Fit Mask - Nourishing
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ILLIYOON
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Mugwort Soothing Mask
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ILLIYOON
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Lotus Hydrating Mask
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ILLIYOON
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Camellia Nourishing Mask
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ILLIYOON
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Real Cotton Mask
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ILLIYOON
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Ceramide Ato Moisture Barrier Mask
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ILLIYOON
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Orchid Moisture Mask
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ILLIYOON
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Green Tea Brightening Mask
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ILLIYOON
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Botanical Essence Mask
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ILLIYOON
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Total Aging Care Ginseng Firming Mask
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ILLIYOON
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Comfort Rest Leg Patch
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Dear Packer
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Real Nature Mask
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The Face Shop
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Raspberry Slim & Lift Collagen Eye
Patch
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The Face Shop
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Yehwadam Brightening Ampoule Mask
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Dr.G
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Lock & More Nourishing Mask
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Dr.G
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Lock & More Sensi Calming Mask
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Dr.G
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Lock & More A-Clear Mask
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LOTREE
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Rosa & Limon Turn Over Pad
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Real Barrier
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Cica Relief Cream Mask
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