Updated January 21, 2026 by Elisa Branda
In the beauty landscape distributed via teleshopping, not all brands manage to build a solid and recognizable identity. Some, however, manage to go beyond simple live demonstrations, offering well-researched formulas, consistent routines, and tangible results. This is the case of HSE24 and, in particular, one of its most popular cosmetic lines: Beate Johnen Skinlike.
HSE24: The Home Shopping model reinterpreted for the Italian public
HSE24 SpA was founded in 2010 with a specific goal: to bring the successful experience of Home Shopping Europe GmbH, a leading company in the sector in Germany, to Italy. It is not just a sales channel, but a multi-channel department store, accessible via TV, web, telephone and digital platforms, designed for shopping comfortably from home or on the go.
The television channel, available 24/24 on Digital Terrestrial, TivùSat, and Sky, offers live product presentations, often with the support of experts who explain their features and demonstrate their real-world uses. The tone is closer to entertainment than traditional teleshopping, with direct viewer involvement and a strong demonstration component.
Behind this format is a management team with extensive experience in the European home shopping sector. While benefiting from the parent company's expertise and some of its infrastructure, the Italian team operates completely independently, adapting its offerings to the needs of the local market. A market that, not surprisingly, represents the third most important basin in Western Europe, after the United Kingdom and Germany, with significant growth potential.
Beate Johnen Skinlike: functional skincare, without unnecessary compromises
Within the beauty offering of HSE24, Beate Johnen Skinlike has carved out a specific space for itself: carefully formulated face and body treatments, free from controversial ingredients such as mineral oils, silicones and PEGs, and based on functional, results-oriented cosmetics.
The Skinlike Detox line, in particular, was created to respond to a very current need: purify, renew and rebalance the skin, often weighed down by smog, make-up and daily stress.
Let's look at two of the line's top products together.
Skinlike Detox – Magic Peel Off Mask
Purifying Peel-Off Mask – 100 ml | €24,90
This is a beauty mask, effective in removing dead cells, leaving the skin deeply purified.
Every day, various particles, whether dirt, makeup, or other particles, accumulate on our face. Over time, they dull the skin's natural color, and if they aren't thoroughly removed, they form a layer that prevents our cosmetic products from working.
The Skinlife Detox line was formulated with the task of purifying the skin, making it brighter and renewed.
The mask's formula contains fruit extracts such as pineapple, kiwi, and papaya, as well as revitalizing vitamins E and C. The fruit extracts help renew the skin's outermost stratum corneum, making it smoother, fresher, and firmer. The complexion is renewed, and with each application, a marked improvement in skin texture is noticeable.
Even the pores, once purified, gradually become refined.
The product is applied to a cleansed face. It's a kind of gel that begins to dry after a few minutes, forming a transparent film on the skin. As it dries, dead cells are attracted to the mask and then "ripped off" thanks to the pull-off technology.
It can be applied to the face, neck and décolleté and should be left to dry for about 20/30 minutes.
The result is very smooth skin from the first application. After a month of treatment (1-2 applications per week), the skin will be renewed, much brighter and with a firmer appearance.
Ingredients
Aqua, alcohol denat., polyvinyl alcohol, propylene glycol, rahnella soy protein ferment, glycerin, tocopheryl acetate, actinidia chinensis juice concentrate, carica papaya fruit juice, ananas sativus fruit juice, parfum, tocopherol, bisabolol, allantoin, ascorbylpalmitate, lepidium sativum sprout extract, lecithin, carbomer, glyceryl acrylate/acrylic acid copolymer, palmitoyl oligopeptide, sodium hydroxide, citric acid, ascorbic acid, vegetable oil, phenoxyethanol, methylparaben, ethylparaben, propylparaben, butylparaben, isobutylparaben, sodium benzoate, potassium sorbate, sodium dehydroacetate, edta, butylphenyl methylpropional, citronellol, linalool, hexyl cinnamal, limonene, ci 14270, ci 19140, ci 28440, ci 75120
All Beate Johnen products are free from: Mineral oils (e.g., paraffin), Silicones (e.g., dimethicone), and PEG emulsifiers. All vegetable oils are free from genetic engineering techniques.
Skinlike Detox – Lifting Silk
Lifting and Restructuring Serum – 50 ml | €24,90
After the mask, as after any cleansing treatment, it is very important to apply a nourishing and hydrating product to restore the skin's natural hydrolipidic film.
Lifting Silk presents itself as a real serum, a beauty elixir in a maxi 50 ml format!
This serum is rich in precious hydrating and restructuring ingredients that have a strong anti-aging effect.
Its ingredients include Brazil Nut Oil, which is particularly hydrating; Hyaluronic Acid, which plumps and elasticizes; Lecithin, Collagen, Silk Proteins, and much more. The result is a very rich product that is easily adaptable to all skin types.
It's recommended for preventing the appearance of early wrinkles, so I especially recommend it for those over 30. It leaves skin feeling hydrated and firm, velvety smooth. Excellent for combating dry skin, it can be used both morning and evening. In the morning, it becomes a high-performance makeup base.
The texture is light, halfway between a serum and a milk. It absorbs quickly and leaves skin incredibly silky to the touch.
It has a very delicate and neutral scent.
The packaging is very convenient as it is a frosted glass bottle with a dispenser to keep the product away from contamination.
Ingredients
Aqua, decyl oleate, glycerin, cetearyl alcohol, bertholletia excelsa seed oil, squalane, sodium stearoyl glutamate, ppg-3 benzyl ether myristate, phenoxyethanol, thylhexylglycerin, xanthan gum, galactoarabinan, parfum, lepidium sativum sprout extract, caprylic/capric triglyceride, beta-glucan, sodium hyaluronate, ocean gold®, lysine hydrochloride, hydrolyzed collagen, hydrolyzed elastin, hydrolyzed silk, lecithin, tocopherol, ascorbyl palmitate, ascorbic acid, citric acid, alcohol, pentaerythrityl tetra-di-t-butyl hydroxyhydrocinnamate, potassium sorbate.
All Beate Johnen products are free from: Mineral oils (e.g., paraffin), Silicones (e.g., dimethicone), and PEG emulsifiers. All vegetable oils are free from genetic engineering techniques.
A detox routine that makes sense
What makes the Skinlike Detox proposal interesting is not the single product, but the routine logicThe peel-off mask prepares the skin, making it more receptive and radiant; the Lifting Silk serum restores balance, hydration, and comfort. It's a simple yet consistent approach that avoids unnecessary layers and works on the skin's true quality.
In a context like that of teleshopping, often associated with excessive promises, this line is striking for its balance between treatment, sensoriality and progressive results.
Conclusion
HSE24, through brands like Beate Johnen Skinlike, demonstrates that even the home shopping channel can be a vehicle for more conscious and thoughtful cosmetics. The Skinlike Detox line doesn't promise instant miracles, but offers concrete tools to improve the skin's appearance with consistency and method.
An interesting proposition for those looking for functional, well-formulated products that can be included in a simple yet effective routine, capable of helping skin look brighter, firmer, and healthier over time.
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