Masque Me Up

Masque Me Up is a Danish skincare brand specialising in face, hand and foot masks. It is an in-house line of Incosmetics, a manufacturer and distributor based in Silkeborg, Denmark, and is presented by its parent as the sister brand to Incosmetics' skincare line Miqura [2]. The range centres on sheet masks and other treatment masks positioned in an affordable price segment, with products described by the company as being of "high K-beauty quality" [2].

The brand remains active. Its masks are sold through pharmacy and wholesale channels in Denmark, Norway and the Netherlands [4], and one of its sheet masks was included in a December 2025 consumer chemical test of face masks run by the Danish consumer organisation Forbrugerrådet Tænk [7].

Masque Me Up does not operate as an independent company; it is one of several brands created and owned by Incosmetics. According to the parent, Incosmetics was started "in passion for beauty, innovation and cosmetics in 2011 by Jesper and Elsemarie", beginning with the Miqura Silk Line and the distribution of various brands [2]. The company describes moving into K-beauty products and masks "a few years later", at which point Masque Me Up was launched as a line of face and body masks and the sister brand to Miqura [2]. The exact founding year of Masque Me Up itself is not stated by any available source.

Incosmetics is headquartered in Silkeborg, Denmark [4], and functions as both a producer and a distributor of beauty brands for Scandinavian and European markets. Alongside Masque Me Up and Miqura, its portfolio includes The Konjac Sponge Company, Bodytox, Cellu-cup and Mythos.

The brand is positioned around accessible, treatment-focused masking. A Norwegian pharmacy retailer describes Masque Me Up as "caring and nourishing masks for the face, hands and feet, adapted to a Nordic climate using Bio-Cellulose technology that makes the masks stick completely to the skin", adding that they are made from "100% naturally fermented coconut juice", which the description says makes them extra moisturising [6].

The "K-beauty" framing the parent applies refers to the Korean-style mask format and manufacturing rather than to the brand's own origin. The brand entity is Danish-owned through Incosmetics, while the K-beauty label is used as a quality and style descriptor for the products [2].

The line spans sheet masks for the face along with specialised masks for the hands, feet, eyes and hair, sold both individually and in kits. Among its named products are the Hemp Sheet Mask, a Bubblemask and a Handmask. The brand also lists a fragrance-free line and a separate collection of masks aimed at men, as well as masks for children.

A central material across the masks is bio-cellulose derived from fermented coconut juice, which the brand presents as a technology that helps the mask adhere closely to the skin [6]. The Hemp Sheet Mask is described by the company as "an organic and vegan sheet mask with added serum containing natural, moisturizing and regenerative ingredients from hemp seeds" [5]. Of the hemp seed oil it uses, the brand states that the ingredient "is known for its natural regenerative and anti-inflammatory properties" and has "the perfect balance between Omega 3 and Omega 6 fatty acids, which fortify the skin" [5]. Other ingredients highlighted for the product include Centella Asiatica extract and sodium hyaluronate.

Masque Me Up is sold primarily through pharmacies and pharmaceutical wholesalers rather than mass retail. In Denmark it is carried by wholesalers including Tjellesen Max Jenne and Mecindo; in Norway it is stocked by pharmacy chains such as Ditt Apotek and Vitusapotek; and it is also distributed in the Netherlands [4]. This places the brand's regional scope across Denmark, Norway and the Netherlands rather than as a global line.

In December 2025, the brand's K-beauty Hemp sheet mask was among 55 face masks included in a chemical test published by Forbrugerrådet Tænk, a Danish consumer organisation [7]. The test screened the masks' ingredient lists for allergenic substances, suspected hormone-disrupting chemicals, PFAS and environmentally harmful compounds. The product was included as one of the masks bought from Danish retailers and webshops; the overview did not disclose an adverse finding specific to Masque Me Up.

Masque Me Up is an active in-house brand of Incosmetics. As of late 2025 its masks were stocked by Norwegian pharmacies and were current enough to be purchased for the December 2025 Tænk test [7], indicating continued availability across its Danish, Norwegian and Dutch markets.