Masking The Problem
Marie Claire South Africa|July 2017

From Khloe Kardashian to Kate Upton, celebs can’t get enough of masking, and neither can we. Oily skin? Pigmentation? Wrinkles?  There’s a mask for that. Ncumisa Makhonjwa sheds light on 2017’s beauty obsession

Masking The Problem
Masking has gone viral this year with celebs and bloggers alike posting selfies of their faces hidden behind a sheet mask or plastered in a cream version. Google reported that ‘face masks’ was the most searched beauty term of 2017 so far, across regions as diverse as the United States, France and Japan. But why has masking become one of the most popular trends in skincare?

One reason masks have become so popular is due to their sheer variety – there are masks for almost all skin concerns: masks to hydrate, remove excess oils and impurities, to reduce wrinkles, and to improve the appearance of your pores (this is also considered deep cleansing) – the list goes on. They also promise consumers immediate results.

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