Whether it’s a face-lifting workout, a buzzy new makeup brand or a £10 hair treatment, I’ve always got an ear to the ground and an eye on social media to figure out what’s trending in the world of beauty. And I have to say that there isn’t much that I wouldn’t try once in the name of deciphering whether a new beauty trend is genuinely worth the hype. So when I saw an increasing amount of mint green and pastel blue face masks starting to dominate my Instagram feed I knew that I had some investigating to do. The face mask in question? Dr. Jart+ Cryo Rubber Mask (£10).
When it comes to launching a product that’s guaranteed to create a buzz on TikTok, Dr. Jart+ is undoubtedly leading the charge in 2021. The brand’s cult colour-correcting treatment went viral on the social platform earlier this year and they’ve clearly captured the imagination of Gen Z. And despite their products sometimes seeming a little gimmicky at first glance, I’ve always been really impressed with everything that I’ve tried from the brand. So, when I learned that their new rubber masks had racked up an impressive 3.6 million organic views of the brand’s #CoolDownWithCryo hashtag, I really couldn’t wait to see if their innovative spin on the classic sheet mask would live up to the hype.
