# Dry Sheet Masks The Charlotte Tilbury Instant Magic Facial Mask Features a Different Texture By Alyson Wyers | Published 2017-01-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/magic-facial References: [refinery29](http://www.refinery29.com/2017/01/135383/charlotte-tilbury-magic-facial-dry-sheet-mask) & [charlottetilbury](http://www.charlottetilbury.com/ca/products/skin-care/face/mask.html) It has yet to launch officially, but the Charlotte Tilbury Instant Magic Facial Sheet Mask was reportedly already part of the Golden Globes prep done by celebrities including Nicole Kidman. From the London-based beauty brand, the skin product is a dry version of the popular sheet mask. [Serum-infused sheet masks](https://www.trendhunter.com/trends/collagen-hydrogel-mask), which are typically used to hydrate and brighten the skin, are all the rage. However, this dry version differentiates itself with its texture -- a dry version that won't have a slippery or gooey feel other sheet masks have. Promising to be "the face mask of the future," the [hydrating, brightening and wrinkle-smoothing](https://www.trendhunter.com/trends/rha-hydra-mask) Charlotte Tilbury Instant Magic Facial Sheet Mask is due for release in March. It joins other Charlotte Tilbury skin care face masks including the Multi-Miracle Glow and Goddess Skin Clay Mask. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 68% | Activity: 94% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Dry Sheet Masks:** Opportunity to disrupt the sheet mask market by offering a dry version without the usual slippery or gooey feel. - **Serum-infused Sheet Masks:** Potential for innovation in creating sheet masks infused with different serums for various skin benefits. - **Hydrating Skincare:** Disruptive potential in developing new hydrating skincare products that provide long-lasting moisture. ### Who This Affects Most - **Beauty and Personal Care:** Opportunity to introduce innovative dry sheet masks as a new category within the beauty and personal care industry. - **Skincare:** Potential for disruptive innovation in the skincare industry by developing new serum-infused sheet masks. - **Cosmetics:** Opportunity to expand product offerings in the cosmetics industry through the development of new hydrating skincare products. ## Related on Trend Hunter - [Freeze-Dried Skincare Masks](https://www.trendhunter.com/trends/aglow-instant-dewy-mask.md) - [Cream-Infused Sheet Masks](https://www.trendhunter.com/trends/milk-rx-compress.md) - [Powerfully Formulated Sheet Masks](https://www.trendhunter.com/trends/transformative-sheet-masks.md) - [Heated Sheet Masks](https://www.trendhunter.com/trends/heated-sheet-mask.md) - [Sheet-Style Skincare Serums](https://www.trendhunter.com/trends/sulwhasoo-1.md) - [Hydrogel Facial Masks](https://www.trendhunter.com/trends/biocollagen-real-deep-mask.md) - [Hydrating Gel-Based Masks](https://www.trendhunter.com/trends/instantlift-express-revitalizing-mask.md) - [Deeply Hydrating Masks](https://www.trendhunter.com/trends/rha-hydra-mask.md) - [Two-Piece Collagen Sheet Mask](https://www.trendhunter.com/trends/hydrogel-mask1.md)