Face Masks 101: What Each Type Does and When to Use It

Face masks are one of those things that look amazing on Instagram and can feel totally confusing at the drugstore. There are clay masks, sheet masks, sleeping masks, exfoliating masks, brightening masks — and most people just grab whichever one has the prettiest packaging.

Here's the thing: different masks do completely different things. Using the wrong one for your skin type can actually make things worse. So let's break it all down.

Clay and Mud Masks

Best for: Oily, combination, and congested skin

Clay masks — typically made with kaolin, bentonite, or French green clay — work by absorbing excess oil and drawing out impurities from pores. They're the classic detoxifying mask and work beautifully for anyone dealing with breakouts, enlarged pores, or that midday shine situation.

How to use: Apply to clean skin, leave on for 10–15 minutes (don't let it fully dry and crack if you have dry or sensitive areas), rinse thoroughly, follow with moisturizer. Once or twice a week max.

Avoid if: Your skin is dry or sensitized — clay can be too stripping.

Sheet Masks

Best for: All skin types, especially dehydrated or dull skin

Sheet masks are soaked in a concentrated serum essence and pressed onto the face to allow maximum absorption. They're a hydration and brightening boost more than a deep treatment — think of them as an express facial rather than a correction.

How to use: Apply to clean skin, leave on 15–20 minutes, remove and press the remaining essence into skin. No need to rinse. Follow with moisturizer to seal everything in.

Pro tip: Refrigerate your sheet masks for 10 minutes before using. The cooling effect reduces puffiness and feels incredible.

Exfoliating Masks

Best for: Dull, uneven texture, or skin that needs a reset

Exfoliating masks contain chemical exfoliants — AHAs like glycolic or lactic acid, or enzymes from papaya or pineapple — that dissolve dead skin cells and reveal brighter, smoother skin underneath. These are the masks that make you look noticeably different the next morning.

How to use: Use once a week maximum. Apply a thin layer, leave on for the time specified (usually 5–10 minutes), rinse well, and always follow with SPF the next morning — freshly exfoliated skin is more sun-sensitive.

Avoid if: You're already using retinol or other exfoliating acids. Don't double up.

Sleeping Masks (Overnight Masks)

Best for: Dry, tired, or stressed skin

Sleeping masks are applied as the last step of your nighttime routine and left on while you sleep. They create an occlusive seal that locks in all the moisture and active ingredients from your routine overnight, amplifying their effects while your skin does its natural repair work.

How to use: Apply a thin layer over your full nighttime routine as the very last step. Rinse in the morning. Use two to three times per week or when your skin needs extra recovery.

Brightening and Vitamin C Masks

Best for: Uneven tone, dark spots, dull complexion

These masks are packed with Vitamin C, kojic acid, niacinamide, or other brightening actives that target hyperpigmentation and boost radiance. They're particularly great before events when you want your skin to look its absolute best.

The Bottom Line on Masking

One mask, once or twice a week, targeted to your actual concern. You don't need a different mask for every day of the week — you need the right one used consistently. Patch test any new formula on your jawline first, especially if your skin is sensitive.

Explore our Skincare collection for clean face masks formulated without the fillers and irritants you don't need.