At its inception, MEDIHEAL’s choice to focus on sheet masks was unusual. The 2009 skincare market saw masks as a novelty, typically using them as nothing more than promotional gifts. MEDIHEAL saw it differently, however. The brand paid attention to modern women’s busy lifestyles and realized that people were looking for a routine that was quick, easy, and effective — and masks fit the bill. As they set to work creating a collection which could fulfill all skincare needs, MEDIHEAL redefined the sheet mask as a versatile, professional, and advanced treatment solution.