When I started out as a beauty editor nearly 15 years ago, sheet masks were an expensive, elusive and ever so slightly strange beauty ritual from Korea. Since then, two phenomena have sparked what can only be described as a sheet-mask skincare takeover: a global obsession with Korean beauty products, and the selfie.
As with all internet sensations, it’s a numbers game, and snaps by celebrities in serum-infused masks – including Alexa Chung, Karlie Kloss and Lady Gaga – are causing a hike in their popularity. Analyst J Walter Thompson Intelligence has highlighted sheet masks in its Future 100 as a trend to watch this year. And while market researcher NPD reports that Korean sales of the masks have hit £240 million, America also saw a 60 per cent growth in the market last year, which usually means a similar effect in Britain a few months later.
But good Instagram aside, is there effective skincare here? Well, actually, yes. The idea behind Korea’s beauty export du jour is that the sheet prevents active ingredients from evaporating, while its clingy nature encourages the product to be pushed into the skin, where you want it.
Add to that a sheet mask’s travel-, hygiene- and now purse-friendly qualities, and suddenly we all want in. Expect similar masks for feet, hands and, eventually, the whole body to follow.
Source: http://www.telegraph.co.uk/beauty/skin/what-are-the-best-sheet-masks/