# Hydrating Probiotic Masks Tula's Kefir Ultimate Recovery Mask Moisturizes with Fermented Milk By Laura McQuarrie | Published 2018-02-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/recovery-mask References: [tula](https://www.tula.com/products/kefir-ultimate-recovery-mask) Probiotic skincare brand [Tula](https://www.trendhunter.com/trends/a-renewal) recently launched the Kefir Ultimate Recovery Mask as a [deeply nourishing treatment for dryness](https://www.trendhunter.com/trends/rha-hydra-mask) that is suited to a range of skin types. As part of an independent, blind consumer use study of 23 women between the ages of 40 and 65, 90% declared the new product from Tula to be "the best hydrating mask they had tried." Since the product is powered by kefir, a fermented milk drink, it offers a rich source of [probiotics, vitamins and minerals](https://www.trendhunter.com/trends/probioticinfused-moisturizer) to the skin. Alongside a protective Kefir Hydro Complex, the product also features other ingredients like Vitamin C-rich apple extract. To use the mask, Tula recommends applying it to the face and leaving it for a period of up to 15 minutes. The mask is said to provide a "gentle cooling sensation" that signals its efficacy. Image Credit: Tula ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 24% | Activity: 61% | Freshness: 8% - Audience gender: 10% men, 90% 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 ### What Makes This Trend Stand Out - **Probiotic Skincare:** Disruptive innovation opportunity: Developing new skincare products that incorporate probiotics for enhanced benefits. - **Fermented Ingredients:** Disruptive innovation opportunity: Exploring the use of fermented ingredients in various beauty and wellness products. - **Nourishing Masks:** Disruptive innovation opportunity: Creating innovative and deeply nourishing masks that cater to a variety of skin types. ### Sectors Adopting This - **Skincare:** Disruptive innovation opportunity: Leveraging probiotics and natural ingredients to create effective and sustainable skincare solutions. - **Beauty and Wellness:** Disruptive innovation opportunity: Integrating probiotics and fermented ingredients into a wide range of beauty and wellness products. - **Cosmetics:** Disruptive innovation opportunity: Developing cosmetics with nourishing properties and natural, eco-friendly ingredients. ## Related on Trend Hunter - [Mushroom-Infused Skincare Masks](https://www.trendhunter.com/trends/milky-mushroom-ultra-hydration-mask.md) - [Cream-Infused Sheet Masks](https://www.trendhunter.com/trends/milk-rx-compress.md) - [Probiotic Collagen Smoothies](https://www.trendhunter.com/trends/probiotic-smoothie-collagen.md) - [Greek Yogurt-Inspired Gel Creams](https://www.trendhunter.com/trends/probiotic-gelcream.md) - [24-Hour Moisture Masks](https://www.trendhunter.com/trends/hydrogel-hydrating-mask.md) - [Revitalizing Hybrid Serums](https://www.trendhunter.com/trends/marcelle-2-hyaluronic-acid.md) - [Probiotic-Infused Moisturizer Creams](https://www.trendhunter.com/trends/probioticinfused-moisturizer.md) - [Deeply Hydrating Masks](https://www.trendhunter.com/trends/rha-hydra-mask.md) - [Wrinkle-Release Peptide Serums](https://www.trendhunter.com/trends/a-renewal.md)