February 18, 2021 

“It wasn’t until recently that the skincare community started to think about where each of those single-use sheets end up. A few brands have been answering the call for a more sustainable sheet mask that still delivers all that skin brightening/soothing/pore refining goodness, but without ending up in a landfill for all of eternity,” writes Ashley Joseph in Fashion Magazine.

For green consumers, reusable facial masks offer three key benefits: eco-friendliness, an ability to deliver active ingredients, and personalization.

Reusable sheet masks are typically made from medical grade silicone. The masks are designed to be placed on the face after the application of a chosen serum, lotion, or combination of products.

Reusable silicone masks function like sheet masks, and work to seal in active ingredients and moisture. After a use, the reusable facial mask is washed, patted dry, and stored. Some brands claim reusable facial masks can last for weeks, months, or even up to a year.

The masks have become recently trendy as of late, as more brands launch their own versions.

To begin, many consumers are attracted to the idea of reusable sheet masks because the products are perceived as more environmentally friendly. While a traditional sheet mask is designed to be a one-time use item, reusable sheet masks are meant to be used over and over.

For consumers increasingly concerned about excess waste in landfills, the reusability of the silicone facial masks is a huge plus.

“Sustainability in beauty is increasingly becoming a consumer priority across the globe, with many choosing to buy fewer plastic products and expecting brands to make their products more sustainable – and this has been emphasized by the pandemic. This expectation is pushing beauty brands towards new sustainable innovations, such as waterless beauty, upcycling, carbon neutrality, and reusable or refillable solutions,” writes Alex Fisher on Premium Beauty News.

In short? Sustainability is important to skincare consumers and will to continue to be so in the future. For consumers seeking to reduce the environmental footprint of their beauty purchases, a reusable silicone sheet mask is an especially intriguing product to test out.

Another driver behind the reusable facial mask trend? The ability of silicone masks to seal in active ingredients and moisture.

Traditional sheet masks are usually made of fiber, cotton, cellulose, or plant based pulps. This fabric helps the partner packaged serum in the sheet mask to absorb into the skin. 

In contrast, reusable facial masks from medical grade silicone lock serum, lotion, or oils against the skin. 

“Essentially a silicone mask acts as a canvas to drive active ingredients into the skin as opposed to being the active itself,”  dermatologist Mona Gohara told Allure. “It works to protect the ingredients so they don’t rub off.” 

For consumers seeking out visible results post-masking, reusable facial masks might help to effectively deliver active ingredients, hydrators, and other beneficial ingredients.

Finally, one more draw of the reusable facial mask is the personalization aspect. While traditional sheet masks come formulated with a designated serum, reusable masks allow consumers to customize their masking. This kind of personalized approach to skincare is highly appealing right now, across a number of consumer groups.

“A recent Epsilon online survey of 1,000 consumers between the ages of 18-64 found the appeal for personalization within retail is high, with 80% of respondents indicating they are more likely to do business with a company if it offers personalized experiences and 90% indicating that they find personalization appealing,” according to Yieldify. This continuing desire for personalization and connection with brands has allowed a new form of hyper-personalization to blossom in beauty.”

Additionally, for consumers attempting to target a variety of skincare issues, a reusable facial mask offers a way to easily switch up treatments, depending on the most pressing need.

Reusable silicone facial masks are a new trend, but one likely to stick around. For eco-conscious consumers, reusable facial masks offer a more personalized route to masking, as well as a novel approach to relaxation and self-care.

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