THE MASK
Meet the new-wave face masks here to cater for all your complexion concerns
WORDS HATTIE PARISH
BEAUTY FIX
Ever got home from a long day, slathered on a face mask and reasoned that it will right all the wrongs in the world? Yeah, us too. And while your irritating colleague probably won’t pipe down and, yes, trains will always be late, face masks have smartened up.
A turban-topped, cucumber-on-the-eyes affair still definitely has its place, but a new generation of targeted masks boasting supercharged formulas is also hitting shelves. Plant-powered and pinpoint-precise, they boldly claim to tackle myriad skincare issues. And while their liberal plastering across Instagram may induce fad-weary scepticism, the numbers speak for themselves.
Last year, face-mask sales increased by 43 per cent on the previous year, with the market now valued at a staggering £10 million. And the rise in sheet-mask popularity isn’t the sole driving force – clay and mud-based masks grew by 121 per cent, proving we’re still invested in tried-and-tested methods. These are put to work in a variety of new products, with updates on active ingredients and even the application process. ‘There are many new and innovative masks hitting the market, from turmeric to charcoal to stem cell,’ says skincare expert and facialist Lisa Franklin. ‘But delivery systems are a hot topic at the moment.’ Here’s why this is good news for our beauty routines…