The system will provide brands with unparalleled traceability and quality assurance that genuine premium Lenzing Lyocell Skin fiber types are used in facial sheet masks under Veocel Beauty brand.

Globally, strong growth is expected in the beauty segment, with the facial sheet mask market forecasted to reach USD14 billion by 2030. As consumers continue to look out for ways to lead a more sustainable lifestyle, the need for brands to provide product quality assurance and supply chain transparency is ever growing. To address the increasing need for transparency and traceability in materials used in beauty products, Veocel Beauty brand has launched the Fiber Identification System for Lenzing Lyocell Skin, Lenzing Lyocell Fine Skin and Lenzing Lyocell Micro Skin fibers, which presents unparalleled traceability, quality assurance and trustworthy communication that genuine premium Lenzing Lyocell Skin fiber types are used in facial sheet masks.

Jürgen Eizinger, Vice President of Global Nonwovens Business, Lenzing AG:

“In recent years we have been witnessing an evolution within the beauty industry, from merely focusing on the quality of nonwovens fabric, to ensuring authenticity and transparency of fiber materials used in facial sheet masks. With the introduction of the Single-Use Plastics Directive in the European Union earlier this year, it is indeed a timely launch for our Fiber Identification System for Veocel Lyocell fibers. 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 that the Fiber Identification System will play a key role for our Veocel Beauty brand in 2022 and beyond.”

• The Fiber Identification System can identify fibers 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 and peace of mind that materials used in their beauty products are certified clean and made of genuine premium eco-friendly fibers.