Therabody is on a mission to make beauty tech accessible with its latest launch.
The brand, known for its recovery tools and high tech beauty devices, is launching the TheraFace Mask Glo, $380, on Tuesday. The hands-free mask features red light, infrared light, blue light and vibration and can provide 10 treatments before needing to be recharged. The mask is now available direct-to-consumer, on Amazon and at Target, Best Buy, Ulta Beauty, Harrods, John Lewis, Nordstrom and Bloomingdale’s.
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The brand has also brought on Kendall Jenner as an ambassador, marking the first to work on the beauty side of the business.
In 2023, Therabody launched its first mask, the TheraFace Mask, $650, which founder Dr. Jason Wersland called a multimillion-dollar opportunity at the time. Since this launch, the world of red light masks has exploded. With the TheraFace Mask Glo, the team worked to create a version that was as effective as the original but at a lower price point.
“We had tremendous success with our first LED mask,” said vice president of science and innovation Tim Roberts. “It’s a core fundamental belief of Therabody that we want to democratize and bring to as many people as possible [our] clinically effective and safe technologies.”
To create a more accessible version, the team was focused on the dose of light and finding a way to use less lights but maintain the same skin benefits.
“We went from 648 total number of lights down to 504, and we went from three minutes per therapy and nine minutes total to four minutes per therapy, 12 minutes total, to make sure that dose evened out,” Roberts said.
Like the original, the TheraFace Mask Glo features a cordless design so that users can multitask and a vibration scalp massage — the original mask features an allover head massage. The TheraFace Mask Glo is also lighter in weight.
Bringing on Jenner as a brand ambassador follows Therabody’s signing of Buffalo Bills quarterback Josh Allen as its first performance adviser.
“Kendall has always been extremely wellness-minded. She even has a wellness room in her home, and the whole family has been a huge fan of Therabody from the very early days. Kim Kardashian even teased our original, first-edition mask on on her social channels,” said chief marketing officer John Solomon. “In the world of AI, customers want real people, and they want to hear their perspectives and their use cases.”
To start, Jenner will be featured in content surrounding the mask, including a hero video highlighting the benefits and an out-of-home campaign running globally on television, digital, social media and in retail.
With this launch, the brand expects to further broaden its consumer base.
“While the original TheraFace Mask has been a favorite among the pro level beauty users and skin care enthusiasts, we saw an opportunity to make the experience more attainable without compromising on the quality and the science,” said Solomon, noting that the brand had previously done this on the recovery side of the business offering more affordable alternatives to its Theraguns.
To provide further differentiation, as with all of its products, the team doubled down on clinical testing. According to Roberts, the TheraFace Mask Glo “is the largest LED mask clinical trial of any commercially available LED mask on the market.”
In addition to this mask, Therabody has also rolled out three other new products, all available today, including the Theragun Mini Plus, $280, Theragun Prime 6th Generation, $330, and Theragun Sense 2nd Generation, $300.