Mask Family (Chinese: 膜法世家; pinyin: Mófǎ Shìjiā) is a Chinese skincare brand established in 2007 that specialises in facial masks and mask-centric skincare.[1] The brand positions itself at the intersection of natural ingredients, traditional Chinese botany, scientific research and modern biotechnology, with facial masks serving as its core product category.[1] According to corporate disclosures, Mask Family has focused on facial-mask research and development since its inception.[1]

Official brand materials identify Shanghai Yuemu Cosmetics Co., Ltd. as the parent company behind Mask Family.[2] Manufacturing and e-commerce documentation similarly describes Mask Family as a facial-mask brand under Shanghai Yuemu Cosmetics Co., Ltd.[2]

Foundation and early development

Mask Family states that it was established in 2007 with an initial focus on facial-mask research and the concept of “natural membrane care”.[1] Its stated development philosophy combines natural resources, particularly plants native to China, with modern biotechnology.[1] Unlike conventional cosmetics companies that launch with broad portfolios, Mask Family built its identity around facial masks as a specialist category.

Green Bean Clay Mask

A significant milestone in the brand’s history occurred in 2008 with the introduction of the Green Bean Clay Mask.[1] The company describes this as its first major “smear-type” mask and credits it with helping establish its position in the facial-mask market.[1] This product also cemented an ingredient-and-format philosophy that remains central to the brand: combining recognisable natural ingredients with specialised mask formulations.

Research and development infrastructure

Mask Family established its Brand IP Laboratory in 2008.[1] According to the company, the laboratory integrates expertise in dermatology, product science and product-application science.[1] The described R&D system encompasses:

• Research into mask materials and formulations
• Ingredient research and application
• Cooperation with universities and laboratories
• Sourcing from global raw-material suppliers
• Raw-material safety monitoring
• Product testing and data traceability
• Patent and technology development

Corporate communications cite varying patent figures depending on the source and timeframe. English-language brand-story materials reference 23 patents, while manufacturing-site documentation lists 40 patents.[1] These figures likely reflect different reporting periods or scopes and should not be treated as a single definitive current total.

Mask Family’s central philosophy is summarised as “nature + science + specialised mask technology”.[1] The company describes its approach as being inspired by nature while relying on scientific and technological development to create skincare products. Its stated goal is to provide accessible skincare that maintains a combination of natural ingredients and modern technology.[1]

This positioning is evident in the ingredients and product concepts associated with the brand. Mung bean, for example, is heavily associated with Mask Family’s portfolio, including cleansing products and clay/mud masks.[1] Other product lines incorporate fermented ingredients such as Bifida Ferment Lysate and yeast-derived components.[1]

Although facial masks remain the signature category, Mask Family’s portfolio has expanded beyond traditional sheet masks.

Sheet masks

The brand offers numerous conventional and specialised sheet-mask products, including moisturising, brightening, soothing, firming and anti-ageing formulations.[2] Examples include:

• Rose Hydrating and Brightening Facial Mask
• Blue Water Glow Mask
• Double-Tube Essence Mask
• Bifida Ferment Lysate Anti-Wrinkle Firming Mask
• Egg-based facial masks
• Gauze facial masks
• Air-cushion moisturising masks

Clay and mud masks

Clay and mud masks form another important part of Mask Family’s identity. The portfolio includes Mung Bean Clean Mud, charcoal mud and other pore-cleansing formulations.[2] These products are generally positioned around cleansing, oil control, pore care and skin balancing.

Sleeping masks and eye care

The company offers overnight products, including the Brightening Skin Tone Cream Moisturizing Sleeping Mask and other sleeping-mask formulations.[2] Expansion into eye care includes products such as the Multi Effect Brightening and Firming Eye Mask and other eye-soothing and firming treatments.[1]

Cleansers and broader skincare

Mask Family has expanded into a broader skincare routine comprising facial cleansers, toners, moisturisers, essences, emulsions, eye products, sleeping treatments and other specialised skincare items.[1] Regional listings, such as those on the Malaysian site, include products like Mung Bean Oil Control Purifying Foaming Cleanser, Bifida Ferment Lysate Emulsion and Arnebia Euchroma Purple Clay Mask.[1]

Mung bean

Mung bean is one of Mask Family’s most recognisable ingredient themes.[1] The brand has developed an extensive mung-bean product family spanning cleansing, balancing and mud-mask products. This focus helps differentiate Mask Family from brands that rely primarily on generic hyaluronic-acid or collagen marketing.

Fermentation technology

Fermentation technology is a significant theme in newer product lines. The portfolio includes products featuring Bifida Ferment Lysate and yeast-related formulations.[2] The company has promoted upgraded generations of its Bifida Ferment Lysate anti-ageing mask, describing a third-generation formulation in 2024.[2]

Mask-material innovation

Mask Family’s R&D extends beyond liquid essences to include research into mask materials and application technologies.[1] Different sheet materials can affect how a mask feels, adheres to skin and delivers active ingredients, making material science a key component of the brand’s development strategy.

Domestic retail network

Mask Family has developed a substantial presence in China’s offline retail market. In a March 2024 company announcement, the brand claimed its offline sales network had exceeded 20,000 stores, including more than 400 brand stores, over 14,500 modern-channel outlets and more than 10,000 beauty-shop outlets.[1] The same announcement claimed approximately 95% coverage of Chinese city-level markets.[1] These are company-reported figures rather than independently audited statistics.

Cumulative sales milestones

The company has reported large cumulative sales for several key products:[2]

• Mung Bean Mud Mask — 11.59 million bottles
• 3-in-1 Black Mask — 100 million pieces
• Repair Gauze Mask — 65.87 million pieces
• Anti-ageing Mask — 25.4 million pieces

These figures originate from Mask Family’s own corporate communications.[2]

International expansion

Mask Family has expanded outside mainland China through international distribution models.[1] For example, Mask Family Trading serves as the exclusive distributor of Mask Family skincare products in Malaysia.[1] The Malaysian online operation began on Shopee in 2018, expanded through authorised agents, opened a LazMall flagship store in 2022 and launched an official website in 2023.[1]

The Mask Family name has been registered as a trademark in multiple jurisdictions. A publication from the Philippine Intellectual Property Office records an international trademark registration for “Mask Family”, together with Chinese characters, held by Shanghai Yuemu Cosmetics Group Co., Ltd.[3] The registration covers Class 3 cosmetic goods including beauty masks, cosmetics, cleansing products, creams and related items.[3]

Trademark records for “MASK FAMILY” also exist in the United States, although registrations under identical wording may involve different owners and should not automatically be assumed to relate to the Chinese skincare company.[4]

Mask Family’s identity is characterised by five major elements:

1. Mask specialisation — Facial masks are the foundation of the company and remain its most recognisable category.
2. Natural ingredients — The brand frequently highlights plants and naturally derived ingredients, particularly Chinese botanicals such as mung bean.
3. Scientific development — Emphasis is placed on laboratories, formulation research, biotechnology, testing and patents.
4. Mass-market accessibility — Rather than positioning exclusively as luxury skincare, the brand emphasises accessible products.
5. Product-format innovation — Sheet masks, mud masks, gauze masks, sleeping masks and specialised formulations allow differentiation through both ingredients and delivery formats.

The company describes its mission as providing high-quality skincare while combining professional service, scientific development and natural ingredients.[1] Public materials repeatedly emphasise an ambition to represent Chinese skincare internationally rather than functioning solely as a domestic facial-mask manufacturer.[1]

Mask Family is distinguished by a single-category specialisation that gradually evolved into a broader skincare ecosystem. Its trajectory can be summarised as: facial-mask specialist (2007) → natural/plant-based mask concepts → R&D and biotechnology → multiple mask formats → broader skincare portfolio → international distribution.[1] This evolution explains why the brand maintains a large mask portfolio while also offering cleansers, toners, emulsions, eye treatments and other skincare products.

1. Brand Story | Facial Mask Specialist For 16 Years
2. Site Index – Guangdong Yueji Cosmetics Co., Ltd
3. IPO PHLIntellectual Property Center, 28 Upper McKinley Rd.
4. MASK FAMILY Trademark of Dongying Bao – Registration Number 5730943 – Serial Number 87744218 :: Justia Trademarks