The Veocel Beauty brand has introduced an identifying system for Lenzing Lyocell Skin, Fine Skin, and Micro Skin fibers used in facial sheet masks to answer the growing demand for transparency and traceability in materials used in beauty goods.

As the facial sheet mask market continues to grow, it is expected to reach a value of $14 billion by 2030, this enables unrivaled traceability and quality assurance.

Jürgen Eizinger, vice president of Lenzing’s global nonwoven business, said that they've seen a shift in the beauty sector in recent years, from focusing just on the quality of nonwoven fabric to assuring authenticity and transparency of fiber materials used in facial sheet masks. The debut of their fiber identification technology is timely, given the European Union's adoption of the Single-Use Plastics Directive earlier this year. They anticipate that supply chain transparency will play a crucial part in the future development of their Veocel Beauty brand as brands become more aware of its relevance and prioritize it for their business model and reputation.

The fibers are of botanic origin, biodegradable, and compostable, and are made in Austria. Nonwoven textiles manufactured of Lyocell Skin fiber types also have unique translucency technology, resulting in facial sheet masks that are naturally smooth and translucent. Carbon neutrality has also been certified for fibers.

The fiber identification system can detect fibers in finished products, ensuring quality control and legitimacy for brands in the face of inferior knockoffs. Consumers may also be certain that the materials used in their beauty products are certified clean and made of real premium eco-friendly fibers according to the system's verification.

Steven Tsai, Lenzing’s senior regional commercial director for nonwovens in Asia, said that they've been hearing a lot about the usage of counterfeit materials in the beauty product production industries around the world, especially in the Asia Pacific region. Brands and customers are increasingly more concerned about the negative health effects of possible counterfeit components in their personal care goods. They can now identify and verify the use of these Lyocell fibers, bolstering the Veocel Beauty brand's reputation as a trustworthy label.