# Anti-Pollution Clay Masks The Evening Detox Clay Mask Cleanses the Skin in Just 10 Minutes By Riley von Niessen | Published 2018-03-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/evening-detox-clay-mask References: [skinstore](https://www.skinstore.com/this-works-evening-detox-clay-mask-50ml-us/11640737.html) & [net-a-porter](https://www.net-a-porter.com/us/en/product/1054085/this_works/evening-detox-clay-mask--50ml) Beauty brand thisworks recently launched the Evening Detox Clay Mask, a [purifying treatment](https://www.trendhunter.com/trends/clearly-breakout-mask) that's made to revitalize the user's complexion is just 10 minutes time. The mask is made with key natural ingredients, including "a multi-fruit acid blend of Bilberry, Orange and Lemon [that] decongest clogged pores for a smoother, more refined appearance." Also included in the mask are [Kaolin Clay](https://www.trendhunter.com/trends/green-tomato-clay-mask) and Malachite, which are able to draw out excess oil and dirt from the skin, as well as [damaging environmental pollutants](https://www.trendhunter.com/trends/ai-drop-finder) that can increase the appearance of aging signs. To make application easier, thisworks includes a charcoal brush on the tube, allowing consumers to simply squeeze it and cover the skin with an even coat of product. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 14% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Natural Ingredients in Skincare:** As consumers increasingly prioritize natural skincare ingredients, there is an opportunity for beauty brands to create innovative products that utilize effective natural ingredients, like multi-fruit acids, to revitalize the complexion. - **Pollution-fighting Skincare:** With pollution becoming a growing concern for consumers, there is a disruptive innovation opportunity for beauty brands to create effective, pollution-fighting skincare products like thisworks' purifying Evening Detox Clay Mask. - **Time-saving Skincare:** As consumers increasingly prioritize convenience in their skincare routines, there is a disruptive innovation opportunity for beauty brands to develop time-saving products, like thisworks' 10-minute Evening Detox Clay Mask. ### Industries Being Reshaped - **Beauty:** There is an opportunity for beauty brands to innovate in the skincare market by creating products that incorporate natural ingredients and offer pollution-fighting and time-saving benefits, like thisworks' Evening Detox Clay Mask. - **Environmental Protection:** As consumers become increasingly concerned with environmental issues like pollution, there is a disruptive innovation opportunity for companies to develop products and services aimed at protecting the environment and reducing its impact on the skin. - **Cosmetics:** As consumers become more health- and eco-conscious, there is a disruptive innovation opportunity for cosmetics companies to introduce natural and sustainable ingredients into their products, like thisworks' Evening Detox Clay Mask. ## Related on Trend Hunter - [Pudding-Like Exfoliating Creams](https://www.trendhunter.com/trends/nourish-nutrient-rich-soil-resurfacing-mask.md) - [Gentle Exfoliating Clay Masks](https://www.trendhunter.com/trends/cosmettes-rosy-glow-mask.md) - [Clinical-Strength Clarifying Masks](https://www.trendhunter.com/trends/clearly-breakout-mask.md) - [Firming Clay Body Masks](https://www.trendhunter.com/trends/bye-bye-bloat-clay-body-mask.md) - [Green Tomato Cleansers](https://www.trendhunter.com/trends/green-tomato-clay-mask.md) - [Clay Spot Treatments](https://www.trendhunter.com/trends/sulfur-spot-treatment.md) - [Turmeric Face Masks](https://www.trendhunter.com/trends/turmeric-face-masks.md) - [Biotech Beauty Products](https://www.trendhunter.com/trends/city-cleanse-duo.md) - [Clarifying Enzyme Masks](https://www.trendhunter.com/trends/plumtox-by-le-prunier.md)