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This is the most popular type of face mask, according to millenials

Are you a face mask obsessive?

Given the rise of the Instagram face mask selfie, it’s hardly surprising that beauty masks have really come into their own as a skincare category of late.

With sales continually on the up, WWD is reporting that from 2013-15, sales of face masks have doubled among millennials and we must admit we’re definitely partly responsible for that statistic. Skincare junkie, anyone? Guilty!

In particular, clay formulas are proving most popular. L’Oréal chief product accelerator Sam Cheow believes this new natural direction is due to superfoods being extra cool RN, WWD reports. In fact, recent findings from a NPD Group study claim that our generation cares more about natural skincare and colour cosmetics than anti-aging products.

With options like Glamglow’s Supermud Clearing Treatment being an Instagram cult favourite, it’s obvious why this product type are a millennial must-have. There’s simply no denying we’re obsessed with anything that appears on our ‘gram.

Related video: Vlogger makes ultimate blackhead face mask

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