Sheet masks are back in the spotlight but for different reasons. Driven by viral favourites like Medicube and Biossance, alongside established players such as Dr Jart+, all of them now promise visible hydration rather than just a fleeting, temporary glow. A far more competitive category, where masks are judged less on ritual and more on how the skin looks afterwards. Designed to be worn for 90 minutes, the hydrogel mask gradually turns transparent as the skin absorbs the serum – a detail that taps into the social-first skincare moment without feeling gimmicky. More importantly, it positions itself as a practical alternative to pricier options, offering the same slow-release hydration and polished finish but in a far more accessible way.