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Reassurance with Veocel Beauty fibres

Authenticity guaranteed as facial sheet mask market forecasted to reach a value of $14 billion by 2030.

10th November 2021

Innovation in Textiles
 |  Lenzing, Austria


To address the increasing need for transparency and traceability in materials used in beauty products, the Veocel Beauty brand has launched an identification system for Lenzing Lyocell Skin, Fine Skin and Micro Skin fibres for facial sheet masks.

 This provides unparalleled traceability and quality assurance as the facial sheet mask market continues to grow and is forecasted to reach a value of $14 billion by 2030.

“In recent years we have been witnessing an evolution within the beauty industry, from merely focusing on the quality of nonwoven fabric to ensuring authenticity and transparency of fibre materials used in facial sheet masks,” said Jürgen Eizinger, vice president of Lenzing’s global nonwovens business. “With the introduction of the Single-Use Plastics Directive in the European Union earlier this year, the launch of our fibre identification system is timely. As brands become more aware of the importance of supply chain transparency and set it as a priority for their business model and reputation, we anticipate it will play a key role in the success of our Veocel Beauty brand going forwards.”

Made  in  Austria,  the  fibres  are  of  botanic  origin,  biodegradable  and compostable. Nonwoven fabrics made of Lyocell Skin fibre types also feature  patented translucency technology which offer snaturally smooth and more translucent facial sheet masks. The fibres are  also  certified carbon neutral.

The fibre identification system can identify fibres in the final products, providing quality control and authenticity  assurance  for  brands  against  inferior  counterfeit  products.  Products  verified  by  the  system  also  provide  consumers with an added level of assurance that materials used in their beauty products are certified clean and made of genuine premium eco-friendly fibres. 

“Around the globe, and  especially  in  the  Asia  Pacific  region,  we  have  been  hearing  a  lot  about  the  use  of counterfeit materials in beauty product manufacturing sectors,” said Steven Tsai, Lenzing’s senior regional commercial director for nonwovens in Asia. “Brands and consumers are also more cautious about the negative health impacts of possible counterfeit materials used in their daily care products. We are now able to identify and verify the usage of these Lyocell fibres, reinforcing the Veocel Beauty brand as a label of trust.”

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