Written by The Strategy
Asia has always been a source of exceptional beauty and home to some very major beauty brands, including SK-II and Shiseido. So it’s no surprise that we’re always looking to South Koreans for the latest and hottest products to incorporate into our outdated beauty regimens.
Perhaps, the latest in Korean beauty innovations is the reinvention of the face mask. Of course, face masks have been around forever, but nothing quite like these have hit the shelves before. For Canadians, and for all of us living where the air hurts our faces, these ultra-hydrating masks are the perfect winter rescue; and with so many skin benefits – from anti-aging, brightening, to stress-relieving properties – its no wonder these awkward facial cut-outs have such a developed following.
Like every time before, American beauty brands have been quick to catch on the bandwagon and now offer many Korean-inspired skincare products at much more affordable prices. Exciting, right? What’s even more exciting is the level of hydration such masks deliver after just a single use: unlike your favourite moisturizer or serum, these masks set for an average of 10 minutes, driving moisture into the skin before it even gets a chance to evaporate. Now, that’s something to be excited about.
The bottom line? These new and improved face masks are undoubtedly the latest beauty cult favourite. And even if it means wearing an awkwardly wet facial cut-out for 10 minutes, if it’s going to transform my face, then it’s my new favourite too.
1. Estee Lauder Stress Relief Eye Masks (10 pack), available at Cosme-De.com.
2. It’s Skin Caviar Double Effect Mask Sheet, available at LightInTheBox.
3. Karuna Brightening Treatment Masks (4 pack), available at Beauty.com.
4. Shiseido White Lucent Power Brightening Mask (6 pack), available at Sephora.
5. SK-II Facial Treatment Mask, available at Nordstrom.
6. The Body Shop Vitamin E Sink-in Moisture Mask, available at The Body Shop.
Written by Shannon Sauder
**First & Feature image via Ashley Benson Instagram
