Models and Face Masks: The Rising Selfie Phenomenon

It goes without saying that models take the best selfies on Instagram. Between providing weekly beauty inspiration by way of their supremely photogenic faces and superhuman hair, they have, more recently, been branching out into revealing the products that keep them photo-ready—posting tongue-in-cheek self-portraits detailing one of the most effective at-home skin treatments: face masks.
The gesture has become a social-media phenomenon for its humor and insight into what’s keeping the industry’s best faces in top form. Frequent face mask Instagrammer Tilda Lindstam says she applies them “at least once a week” with her roommate, Amanda Norgaard. “We put on our matching kimonos, apply the face masks, and then start our 20-minute dance routine to ABBA.”
You’ll likely catch the duo in Shiseido’s Benefiance Pure Retinol Intensive Revitalizing Face Mask, which, though Lindstam admits it makes her look briefly like “Hannibal Lecter,” is worth it for its cooling and “super moisturizing” properties. Kiehl’s Rare Earth Deep Pore Cleansing Masque, a traditional creamy formula, also gets star billing on the model’s Instagram for its deep pore-cleansing abilities that, in her words, “make you feel like you just woke up from a week-long nap in a steam room.” Here, a look at some of our favorite models in the masks that help them skip the filter.

Joan Smalls @joansmalls

Mariacarla Boscono @iosonomariacarlaboscono

Tilda Lindstam and Amanda Norgaard @tildalindstam

Kasia Struss @kasiastruss

Xiao Wen Ju @jujujuxiaowen

... and me! +Blair Villanueva Read my review here

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