Face masks are targeted treatments that deliver concentrated ingredients to address specific skin concerns. Depending on your needs, you may use a mask to exfoliate and brighten skin, detoxify and minimise pores, hydrate and refresh, or reduce the visible signs of ageing.

The best way to apply a face mask is with a clean brush, which helps you smooth the formula on gently and evenly until the texture is consistent. You can also use your fingertips if you prefer. Always check the directions for each mask to ensure it is applied properly.

Every mask is different so look at the directions for the formula that you are using. For many rinse-off masks, it is standard to keep the formula on skin for 10-15 minutes unless otherwise directed. Most masks can be used several times a week as a boost to your routine.

No, you do not need to cleanse after masking, though you should always cleanse before applying a mask. For clay masks and other rinse-off formulae, simply rinse your face thoroughly with water after the mask dries. Overnight masks can be left on while you sleep and rinsed off in the morning with your normal cleansing routine, while sheet mask residue should be massaged into skin rather than rinsed away.

If you use a mask that needs to be rinsed off, continue with the rest of your skincare routine including serums, oils or moisturisers. When using an overnight mask you can skip your moisturiser or night cream for the night.

The best facial mask depends on your skin type and concerns, with clay masks ideal for oily skin, hydrating masks for dry skin, and calming formulae for sensitive complexions. We recommend choosing a formula that targets your primary concern, whether that is excess oil, dehydration, or visible signs of ageing. If you have multiple concerns, you can try multi-masking with different formulae on different areas of your face.

For rosacea-prone skin, gentle, calming masks with soothing ingredients like calendula are best, as they help reduce redness without irritating sensitive skin. We recommend avoiding clay masks or exfoliating formulae that may be too intense for reactive complexions. Always patch test a new mask before applying it to your full face.

We recommend using most face masks one to two times per week rather than daily, as overuse can potentially irritate skin or disrupt your skin barrier. Some gentle hydrating masks may be suitable for more frequent use, but always check the product directions. Giving your skin time between treatments allows it to benefit fully from each masking session.

Sheet masks deliver hydrating ingredients that absorb into skin, while clay masks draw out impurities and excess oil, making them suited to different skin concerns. Sheet masks are typically left on for 15-20 minutes and the remaining serum is massaged in, whereas clay masks dry on the skin and are rinsed off. Choose a sheet mask when your skin needs a moisture boost, and a clay mask when you want to detoxify and minimise pores.

This balm-to-oil face mask locks moisture in overnight and helps to stabilise the skin's moisture barrier. Work the balm texture into a smooth consistency with fingertips before smoothing over freshly cleansed skin, using around a 50p sized amount to cover the whole face. The formula will melt into skin with a little massaging, and you can pat any excess product into your neck and chest. Leave the mask on overnight without rinsing, then cleanse skin in the morning and follow your usual routine.

If you have oily or combination skin, we recommend our Rare Earth Deep Pore Cleansing Mask, a clay-based formula that helps draw out impurities and minimise the appearance of pores. It is a great addition to your weekly routine, typically used once or twice a week after cleansing for a deeper detox.

Yes, facial masks do expire, so it is always worth checking the packaging for an expiration date or the period-after-opening symbol (the small jar icon with a number of months). Using a mask past its recommended timeframe may mean the formula is less effective or could potentially irritate your skin.

Absolutely, this is sometimes called multi-masking, and it is a brilliant way to target different concerns across your face at the same time. For example, you might apply the Rare Earth Deep Pore Cleansing Mask on your T-zone to help with oiliness while using a hydrating mask on drier areas like your cheeks. Just be sure to follow the directions for each formula and rinse them off as recommended.