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Image / Beauty

Why the sudden mania around face masking?

by Hannah Hillyer
09th Apr 2019

Looking back at last year there were a lot of beauty launches. However, one category stood out above all others and that’s face masks. We’re wondering, why the sudden mania around masking?

Millennial masking

There are lots of words attributed to millennials, and no I’m not going to harp on about avocado toast. Two that come to mind are ‘self-care’ and the well overused ‘treat-yo-self’. Personally, I’m a big user of the latter, mostly when payday arrives and I’ve convinced myself I need another pair of shoes and a lipstick too. Perhaps this mindset is why face masks have been so popular, as they quite literally are a treat for your skin and an easy way to indulge in some time caring for yourself.

Almost every time I swipe through my Instastories there’s someone nattering away wearing a mask, as they are now such an integral part of most of our skincare routines. I quite like doing them on a Sunday night to prep my skin for the week ahead.

Which ones for you?

But where to start? There are simply so many to choose from it can be a bit of a minefield deciding which one is best for you. To get the most out of your mask it needs to be targeted at your specific skin concern. See below for our guide on which one you need for whatever problem your skin has decided to throw at you. Something to note, as much as we may want it to, a mask is not a miracle worker. When used with a locked down skincare routine they can be hugely beneficial, but will not fix all your skincare woes.

For dehydrated/parched skin

Origins Drink Up Intensive Overnight Face Mask; €30.00 at debenhams.ie

For this we love a sleep mask, as thirsty skin will drink this up overnight. Apply a thin layer to clean skin and leave on overnight. We have a whole post about sleep masks featuring lots of options but this one from Origins is our favourite.

Read More: Everything you need to know about sleep-in face masks

For skin that’s breaking out

Charlotte Tilbury Goddess Skin Clay Mask; €48.00 at brownthomas.ie

If you’re prone to breakouts or it’s that time of the month, sometimes you may want a mask that is more purifying. This is where I would typically use a clay mask to help with congestion around the chin and jawline. This type of mask will leave your skin feeling like it’s had a deep clean. Unlike typical clay masks, this one from Charlotte Tilbury is quite hydrating and doesn’t leave skin with that ‘squeaky-clean’, tight feeling.

For dry/flaky skin


REN Glycolactic Radiance Renewal Mask; €35.00 at arnotts.ie

If you’re struggling with dry patches sometimes your skin will need more of an exfoliating mask to help slough off dead skin cells. Steering well clear of anything containing microbeads, we would suggest reaching for something more active. An acid exfoliator will do wonders, revealing radiant and glowy skin underneath. This classic from REN is a great one to use, but not too frequently. With a texture that resembles marmalade on application it takes a bit of getting used to but it’s worth the weird sticky feeling. I use this maybe once a month as it is quite strong, but adjust this depending on how sensitive your own skin is and how often it’s needed.

Skin SOS

Garnier Moisture Bomb Pomegranate Hydrating Face Sheet Mask €2.66; boots.ie

A sheet mask is your best friend, and if you’re a bit stuck these are a great a quick fix. For flights, a hydrating mask is fantastic as they give your skin a boost and aren’t messy to use when you’re at 10,000 feet. They’re also great before a night out if you want a quick pick me up before getting ready. Where they really come into their own is if you’re hungover. Feeling dry, dehydrated and puffy after too much wine but absolutely have be somewhere? Pop one on for 10 minutes and you will feel and look so much better (just don’t forget the eye drops!).

More like this:

  • Stop saving things ‘for good.’ Light that lovely candle tonight…here
  • Beauty desk drops: three go-to masks…here
  • Future icon: The Inkey List secret weapon for eyes…here