I speak fairly often with estheticians, many operating their own businesses. The majority tell me they steer clear from skin care products that consumers can find on drugstore shelves, in airport gift shops, or discounted online. Understandably.
On the surface, facial sheet masks can fit this bias. They are everywhere.
Social media is saturated with celebrity sheet-mask selfies. The sillier the pose, the more views and shares (Hello, Adele). Beauty bloggers and editors have now flogged the sheet mask craze for three years – praising all things Korean and touting trendy ingredients like bee venom (I’ll pass) gold, and charcoal. Uber retailer Walmart offers sheet masks for less than $3 – priced to move like motor oil and diapers.
Estheticians who dig deeper can discover a sub-category of mask fabrics made from an advanced natural fiber called bio cellulose. They’ll be rewarded for their effort.