Chin Lift Sculpting Sheet Mask, £7, Huda Beauty
When Huda let slip that she was expanding into skincare, we got excited. This is a woman, after all, whose experience as a makeup artist has helped her tap the wildly competitive world of cosmetics – and whose access to the best products, labs and experts in the world, is already well established. For years, she’s shared research into ingredients with readers on her blog and geeked out about new technologies she’s spotted on her trips around the globe. Her brand, Wishful, is a consolidation of everything she’s learnt and – as always – she’s willing to share it with us.
I too, am a skincare nerd. I pride myself on knowing my lactic acid from my ceramides and so I’m always ready to get stuck in when a founder can bring together proven, effective ingredients with pioneering technology.
First thoughts – I was worried that this futuristic-looking, lime green chin hammock might be a bit of a novelty. Something for the ‘gram that makes a splash (but not a real impact as far as our complexions go). You take it out of the packaging, remove the plastic hygiene strip then strap it under your chin and attach the holes around each ear. Tip: do as the instructions say and stretch the mask first otherwise it’ll be an uncomfortable 20-30 minutes of face tugging.
That said, I was excited to see the direction that Huda’s taking the brand. After the initial launch of the Yo Glow Enzyme Scrub, it’s clear that the beauty mogul isn’t interested in regurgitating generic and hackneyed products that bring nothing new to the table. Hers is an ultra considered and refreshingly inventive approach, that taps into emerging markets. This new mask was inspired by technology she spotted in South Korea.
Like Charlotte Tilbury’s Dry Sheet Mask, the fabric is infused with a cooling hydrogel formula (which means no spillage and no slippery chins). The ingredients were chosen specifically for their tightening and soothing properties – peppermint helps boost circulation, niacinamide plumps fine lines and wrinkles and acetyl hexapeptide-8, is a structure-building peptide that helps to firm and hydrate. It’s soaked into the forward-thinking fabric, modelled on athletic tape, to lift and redefine the jaw.
Manage your expectations. This won’t transform the structure of your face, but it will promote lymphatic drainage, help to de-puff and infuse your jaw with a skin-friendly cocktail.
This falls under my preferred method of masking – the ‘dry’ formula means you can strap it to your chin and get on with your day without it slopping down your T-shirt and the stretchy fabric offers a strong, comfortable hold (but, it does start to feel slightly achey twenty minutes in). Granted, it’s not the most enticing accessory to wear in front of your other half (mine kept laughing), and the effect it gives your jawline is subtle (slightly less puffy, slightly more healthy and hydrated), But it is a clever innovation and at £8, it’s an accessible price point to take this technology for a spin.