# Umbrian Clay Refining Masks The Fresh Umbrian Clay Mattifying Mask Minimalizes Pores By Rebecca Byers | Published 2016-01-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/umbrian-clay References: [sephora](http://www.sephora.com/umbrian-clay-face-treatment-P54104) & [fairytalesandcoffee.wordpress](https://fairytalesandcoffee.wordpress.com/2012/08/06/multi-tasking-mask-fresh-umbrian-clay-face-treatment/) The Fresh Umbrian Clay Mattifying Mask is a skincare treatment formulated with powerful ingredients sourced from Europe. Designed to tackle imperfections, acidity and the appearance of large pores, the [mattifying mask](https://www.trendhunter.com/trends/clearly-breakout-mask) is formulated with specially sourced in the small Italian town of Nocera Umbra, while it also contains Sandalwood for its astringent properties. The mask was created by Fresh founders Lev Glazman and Alina Roytberg for a friend of theirs who suffered from [cystic acne](https://www.trendhunter.com/trends/therapeutic-sulfur-mask) and who found the only product that would work for her in rural Italy. The therapeutic mask is multifunctional and can also be used as [daily deep cleansing wash](https://www.trendhunter.com/trends/mung-bean-wash-off-mask). The Fresh Umbrian Clay Mattifying Mask is said to make skin up to 94% softer. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 9% | Activity: 3% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## 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 - **Powerful Skincare Ingredients:** The use of powerful ingredients sourced from Europe in skincare products presents disruptive innovation opportunities for the beauty industry. - **Targeting Imperfections:** Developing skincare treatments that specifically target imperfections, acidity, and large pores offers disruptive innovation opportunities for the skincare industry. - **Multifunctional Masks:** Creating multifunctional masks that can be used as both deep cleansing washes and skincare treatments opens up disruptive innovation opportunities in the beauty industry. ### Industries Being Reshaped - **Beauty Industry:** The beauty industry can leverage the use of powerful European skincare ingredients to develop innovative products that address various skin concerns. - **Skincare Industry:** The skincare industry can capitalize on developing targeted treatments for imperfections, acidity, and large pores to meet the growing demand for effective skincare solutions. - **Wellness Industry:** The wellness industry can explore the creation of multifunctional masks that offer not only skincare benefits but also serve other wellness purposes. ## Related on Trend Hunter - [Fresh Face Masks](https://www.trendhunter.com/trends/fresh-face-masks.md) - [Pudding-Like Exfoliating Creams](https://www.trendhunter.com/trends/nourish-nutrient-rich-soil-resurfacing-mask.md) - [Clinical-Strength Clarifying Masks](https://www.trendhunter.com/trends/clearly-breakout-mask.md) - [Gentle Exfoliating Clay Masks](https://www.trendhunter.com/trends/cosmettes-rosy-glow-mask.md) - [Bean-Infused Wash-Off Masks](https://www.trendhunter.com/trends/mung-bean-wash-off-mask.md) - [Green Tomato Cleansers](https://www.trendhunter.com/trends/green-tomato-clay-mask.md) - [Clarifying Enzyme Masks](https://www.trendhunter.com/trends/plumtox-by-le-prunier.md) - [Firming Clay Body Masks](https://www.trendhunter.com/trends/bye-bye-bloat-clay-body-mask.md) - [Gentle Exfoliating Treatment Toners](https://www.trendhunter.com/trends/lotus-refining-toner.md)