58.3 Million Units Sold: Laneige Launches New ‘Sleeping Mask’ Products in Japan

Photo=Amorepacific

South Korea’s household goods manufacturer Amorepacific is launching a renewed version of its global beauty brand Laneige’s Sleeping Mask in the Japanese market. The global bestseller, with over 58.3 million units sold worldwide, is now enhanced with sleep science-based technology to target Japan’s home care market.

According to Amorepacific Japan on July 17, Laneige will release two updated versions of its iconic sleeping masks — the Water Sleeping Mask N and the Cica Sleeping Mask N — in Japan starting August 30. These new formulas offer enhanced hydration retention and improved soothing effects compared to the previous versions.

At the core of the renewal is Laneige’s proprietary “New Sleeping Technology,” a formulation designed to address changes in the skin during sleep, accumulated fatigue, and exposure to blue light. According to the brand, the masks deliver hydration and firmness as if the skin had received four additional hours of sleep.

The Water Sleeping Mask N contains a blend of triple hyaluronic acid, niacinamide, and malachite extract, offering 24-hour hydration and improved skin tone. The gel-cream texture ensures quick absorption and a refreshing finish.

The Cica Sleeping Mask N combines moisturizing ingredients such as madecassoside and asiaticoside with a Cica Repair Complex, making it suitable for sensitive skin. It also includes ectoine, allantoin, and panthenol, which help strengthen the skin’s moisture barrier and calm irritation. The formula is fragrance-free, hypoallergenic, and dermatologically tested, making it ideal for delicate skin.

Sales channels will include major online retailers such as Amazon, Qoo10, and Rakuten, along with Japanese health & beauty chains including Loft, PLAZA, and @cosme. Some products will be available exclusively at select offline stores.

With this launch, Laneige aims to further expand its presence in Japan’s nighttime skincare market. Local consumers tend to prefer convenient, high-performance products, and demand for leave-on night treatments such as sleeping masks continues to rise.

First launched in 2002, Laneige’s Sleeping Mask has become a global bestseller, with over 58.3 million units sold to date. The brand officially entered the Japanese market in 2023, and has since realigned its product lineup to meet the growing demand for home and nighttime skincare.

Laneige stated, “As the status of K-beauty continues to grow in Japan, we aim to strengthen our position in the premium home care market by leveraging our unique sleep science-based technology.”

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WooJae Adams

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