Written by The Strategy

Dear Face Masks,

You were, until recently, a highly overlooked skincare essential. Sheet masks gave you some much needed PR, and now here you are back in your original form. Although…somethings are a little different. You’ve Madonna-ed yourself in sense of your comeback and apparent reinvention.

You’ve delved into seeds as exfoliators, a much needed improvement from those plastic beads, with Kiehl’s turmeric and cranberry mask. Sure, it might be a little messy but according to Kate Hudson’s Snapchat (khudsnaps, if you’re interested) it’s pretty effective. Cilantro is a new avenue for you as well.

It’s good to see you branching out!

Not so new—rather, revamped— is your work with clay and mud. That duo black/white charcoal mask from Boscia looks very luxurious. Pudding is an interesting name for the creation. We like it. Also, the whole idea of multi-masking is finally catching on after all this time. It’s definitely a time to celebrate.

The metallics are the more exciting of your adventures as of late. A full on silver peel off mask? Genius. A 24 karat jelly mask? Inspired.

Treating ourselves to an at home spa day has always been enticing, and you, Face Masks, have given us all the more motivation to take a day off.

Welcome back to the skincare game. It’s good to see you again.

All the best,

TS xo