Fashion retailers Face-It

Australian fashion retailers are starting to put a veil over faces caked in make-up, with increased demand for protective masks to stop lipstick and foundation rubbing onto garments.

The disposable see-through covers by Face-It are used in about 200 retailers nationally, including Country Road, Max Mara and Max & Co. stores.

In Melbourne, they’re used by high-end retailer Wolford Boutique, which has stores in Collins Street in the CBD and South Yarra.

The masks cover the face from the forehead down to the chest. They come complete with breathing holes and are fastened at the back of the head.

Wolford Boutique manager Adena Gordon says customers are happy to co-operate with the policy of using masks in fitting rooms.

“Being a high-end product, we just want to make sure the product is in perfect condition. It prevents make-up rubbing off… when you’re putting on the clothing,” Gordon says.

The boutique has used the veils for five years and goes through up to 30 a day to protect items of clothing that are priced at up to $2,600.

Are there other products that could be introduced to ensure garments remain in perfect condition? Perhaps some sort of device for trying on shoes or bathers, without compromising hygiene, could be the way to go.