The sheet-mask phenomenon is only getting bigger – which means formulations are getting even better
Facing up to the sheet-mask phenomenon.
From celebrities getting red-carpet ready to your friends at home on a Sunday night, you can’t scroll through Instagram without coming across a sheet-mask selfie. Here’s the upside: with increased popularity comes increased innovation.
Take the latest St. Tropez mask: hyaluronic acid immediately plumps the complexion, but an included tanning serum then helps skin develop a golden glow over the next eight hours.
“We expect more from our beauty products, but don’t want to be applying six different steps, so adding skincare benefits to tanning helps streamline our customers’ routine,” says St. Tropez ambassador Emma Kotch. Aside from the fuss-free application, using a mask delivers DHA (dihydroxyacetone, the primary active ingredient in faketanning formulas) uniformly to the skin, “for even, streak-free coverage with a hydrated finish”, explains Kotch.
Whether you opt for a mess-free mud or reusable dry-sheet mask, the usage instructions remain the same: apply on clean and dry skin, smooth out any air bubbles and adjust to facial contours – then simply relax.
(from left) CHARLOTTE TILBURY ESTÉE LAUDER ST. TROPEZ PATCHOLOGY DR.JART+