Exciting Changes at Beauteque

When I started Beauteque two years ago, I had a dream to introduce Korean beauty to more people in the West. At that time, products such as BB Cushions and Essences were not as well known, but now they are essentials in a beauty lover’s’s vanity. Korean Beauty has truly paved its way through the American market, especially in the last few years. Several of these brands have been introduced to many well-known fashion, beauty, and lifestyle retailers. Skincare brands such as Laneige and Tony Moly have made it to the shelves of large stores including Target, Sephora, Ulta, and more. Even the Amore Pacific owned brand, Aritaum, has opened 70 stores throughout the US and Canada, which is plenty of evidence to prove that K-beauty has made it big and will be here to stay. These beauty brands deserve their accolades because of their high quality formulas in innovative packaging sold at a cost effective price. Those three benefits all in one have satisfied the typical beauty lover

With Korean beauty becoming mainstream, there are many types of products that are now being introduced to the beauty scene. BB Cream first made its stride in 2012, and afterwards came BB and CC Cushions.  In the skincare department, there is much more to discuss. The new trend is to now have a 10 step skincare routine with products such as cleansers, treatments, exfoliators, masks, and more. Masks have really become a staple item in the Korean beauty realm. There are several different types of masks such as sheet, wash off, hand, feet, and more. But, with seeing these masks now showing up in various store and online retailers, I have also noticed some things that I am concerned about and wish to improve.

When talking to friends or researching online for people’s feedback who shop in these stores, there are a lot of comments such as the masks being overpriced and them not being the best quality. Another concern that many have is that they are unsure of which mask to purchase for their own skin concern and type. Within the past year, I have heard a lot of similar complaints which drove me to think more about what can be done to help these issues. It inspired me to rebrand my company and launch as a mask marketplace instead. I want to be able to address the concerns that these shoppers have. After spending a lot of time researching and brainstorming what I can do better for mask shoppers, I have redeveloped our company to be able to promise: Quality, Variety, Personalization, Education, Trend, and Price.


  • Quality: Beauteque guarantees quality. All masks in our store are always tried and tested before they are sold. Our team makes sure that everything is 100% real and the best quality. Our goal is to be the filter for our customers before they even start shopping so they are always assured the best.
  • Variety: We currently have 800+ different masks in our store and our range is continuously growing. We carry all types, from classic brands to new ones that are trending now on the scene. Our team constantly researches to see what is popular and liked when we source masks. We are also always open to suggestions so if anyone has masks they would like to see in our site, they can email admin@beauteque.com.
  • Personalization: We know how difficult it is at times to find the right mask for yourself, so we have come up with a solution for it. On our site, you are able to filter by skin concern, ingredient(s), brand, mask type, mask fabric, and specialty mask to narrow down the range of masks best for you.
  • Education: Our goal is to become the mask mentor for our customers. We want to be your helping hand whether it be learning more about the history of masks, understanding what the best mask is for themselves, or becoming educated on the current trends. We would like to start off educating through our blog. We will also have a livechat and phone line (eventually) where people can contact if they have questions about what types of masks are best for them.
  • Trend: We promise trend. With so many Hollywood stars now masking, we are confident that this is now the new “next thing”. Our team will always source for the coolest masks on the market, so you never need to worry about falling behind in beauty (masking) trends.
  • Price: At the end of the day, everyone wants to purchase high quality products at a cost effective price and Beauteque understands that. This is why we are here to make sure that the masks on our site are among the most well priced in the industry.




We will officially be launching the new mask focused Beauteque on July 1st. There will be a new website with features such as our mask filter, revamped blog, and a fresh range of masks that will be launched. I am truly excited for our new chapter and hope that everyone will be as well. I can’t wait to see you all on July 1st.



Elina Hsueh




78 thoughts on “Exciting Changes at Beauteque

  1. I love the idea! This way it will be easier to locate the mask that I need to help with problems my skin is having. Also having information on what ingredients help for what skin problems or type.

  2. I am very happy about the new changes! Especially the personalization part – it can be very hard to figure out which masks suits your skin type, so this feature will be very useful.
    I hope that you’ll also consider bringing down the shipping costs a bit, since shipping to Denmark is a bit expensive 🙈
    Looking forward to the 1st of July!

  3. Im so excited for change!:) There’s not many beauty brands that will focus on mask, and tailoring the masks to your own needs. As a newbie with masks, I think it’s an amazing idea, and it will be great thing for me and others!

  4. i love the current design of beateque but can’t wait to see what changes are coming! i love finding new masks to try. even better if it’s at affordable prices!

  5. I love all the cute items I get! I was in Korea for a year and missed all their awesome beauty products! This helps me get my fix. Can’t wait to see what else is around be corner

  6. I love the masks but as someone who just got into beauty products, I’m quite sad I can’t use Beauteque anymore for that. Or will you still be selling beauty products alongside masks? I love all of the products I have gotten so far and am sad to see those go.

  7. I started buying from your website when i heard about your mask maven bags because i LOVE masks, so to hear that the website will now focus on selling masks is honesty so awesome! I love how you noticed a recurring issue in the way masks were being sold/ bought, and I think this is such a good way to fix it. Can’t wait ’til July 1st!!

  8. I just discovered your company via My Subscription Addiction. I think this rebranding sounds fascinating and I look forward to watching this unfold. I have just started getting into masking, and I have a niece who loves to mask. This should be a fun learning experience!!

  9. I am very excited to hear about your changes! I just found out about your company and it will be exciting to watch this unfold. I just got into masking, and I have a niece who loves to mask. Looking forward to this learning experience!

  10. I’m excited for the changes.. I’m a new subscriber of the mask maven subscription and I love how you put all together the masks according to a theme. My skin has been screaming for more love and I’m happy that I found exactly what my skin needs. With your subscription service I am worry free since you guys do all the picking of good quality masks together, and It is definitely one thing I love. I get to try all kinds of masks without going through all the hassle. You guys take care of that for me. That’s an A+ since I’m still new with K-beauty & skin care.
    Looking forward for all the new masks to be launched. Will mask maven still continue to be a subscription you will offer ?

  11. Beautique is an awesome company! I’ve tried both the mask Mavin subscription and the BB bag subscription and very please with both. Completely affordable and a great way to get to know Korean and Asian skincare better! You definitely get your money’s worth and then some. I can’t say enough good things about beautique.com. The customer service is awesome, they reply back in a timely fashion, extremely kind, and very helpful.

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