A new skin care brand is aiming to bridge the gap between mindfulness and beauty, one daily mantra at a time.
Called Of Them All, the brand, which launched Monday, came to market with a mindfulness app with AI-generated mantras to coincide with users’ daily beauty routines, and two accompanying sheet masks. The app subscription starts at $7.99 a month. App access and eight masks are at $49.99 a month, while 18 masks with app access are $79.99 a month.
The idea came to the cofounders — Carmen Xin Yu, chief executive officer and chief technology officer; Shuxian Gan, chief financial officer, and Lauren Picciano, chief marketing officer — about a year ago, after time spent together working at Vestiaire Collective.
“Essentially this time last year, the three of us had been through a lot of different scenarios in our lives — marriages, divorces, buying homes, all these moments,” Picciano said. “We felt we were all very invested in skin care, in self care and mindfulness, but we didn’t feel like there was a solution that felt very Gen X, Millennial or Gen Z.”
Existing mindfulness apps, she reasoned, either had too many options to navigate or were “one-track” in their focus on times of the day, such as sleep.
“It’s all about being zen, whereas I think we’re at this cultural moment of wanting empowerment. I want to get up, do my routine, get in the shower — I don’t just need a sleepytime routine,” Picciano said. “We came up with this idea at the intersection of inner and outer beauty. We decided to build an app along with a sheet mask so you can do them both at the same time; it’s this idea of taking little mini moments to have a moment of beauty and self care reflection.”
The content, which is AI generated and personalized to each user, typically ranges from three to five minutes a session.
“The idea is that this app builds your routine, and we live in a very modern age where everyone has a short attention span. Our idea is that almost every mantra you’ll have is under five minutes. Three minutes a day is something everyone can do for themselves,” Picciano said.
The two sheet masks the brand launched with include a Glowing & Lifting mask and a Cooling & Calming one. The ambition is to grow the brand’s own assortment, as well as begin onboarding partner brands to the app in the first quarter of 2026.
“Those will also be able to be integrated into your routine,” Picciano said. “The idea is AI would generate personalized mantras based on the ethos of each of those brands. The grand plan is to basically be a third-party marketplace that’s keeping track of all of users’ beauty routines.”
The target demographic is wide-reaching, though there’s an emphasis on Millennials and Gen Z. “We’re in such a cultural moment of asking how we’re looking at our mindfulness,” Picciano said. “How are we consuming beauty, what does it mean to speak to ourselves with kindness, and how can we do both of them together?”
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