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American consumers can’t get enough of Korean-formulated masks these days. Sephora couldn’t keep Glow Recipe’s Watermelon Mask in stock for weeks after it launched, and now there’s a new K-beauty mask sending people running for their credit cards. I Dew Care’s Disco Kitten Mask ($23) sold out in three days when it launched three weeks ago at Ulta, and has since sold out a second time.
I Dew Care is a rebranding of Bon Vivant, a former house brand of Memebox, the Korean beauty retailer that recently shut down its e-commerce operations in the US to focus on online reviews and to grow out its own K-beauty product business. It seems to be going well, because I Dew Care (and sister brand Nooni) is now in 300 Ulta stores and at ulta.com. The brand will hit Urban Outfitters in September.
The Disco Kitten mask is one of those uber-popular and (potentially) appealingly painful peel-off masks. You swipe it on clean, dry skin and let it dry for about 20 minutes. Then comes the fun (and Instagram-friendly) part — you peel it off as if you were peeling an old sunburn from your shoulders. This mask also has the added aesthetic bonus of a metallic sheen that looks like pearl and silver had a baby. You can see a demo here.
When I tried the mask, sent to me courtesy of the brand, I made the mistake of leaving a damp spot on my cheek, so the mask didn’t harden there and was kind of a mess to get off. It peeled off pretty cleanly from everywhere else on my face, though, and it definitely didn’t hurt coming off. There was a a mild tingle and some pinkness in my cheeks afterwards.
Whether or not masks like this are beneficial for your skin is debatable, because it’s a little traumatic to rip a rubbery layer off. Disco Kitten claims to brighten and provide a bit of exfoliation, and touts that it contains diamond powder, pearl powder, and rice bran extract. Those ingredients are pretty far down the ingredient list, though. A film former, alcohol, and clay are high up, and I’m assuming the alcohol is there to evaporate off and help the other ingredients harden. If you have sensitive skin, don’t go near this, but if your face is hearty and can handle a standard clay mask, you should be fine.
According to Memebox CEO and founder Dino Ha, I Dew Care sold 10 times more product than Ulta forecasted it would. The brand is working to get more masks in stock, so expect it back by the end of the month. Based on the popularity of this particular mask, Ha said that more metallic masks — possibly in shades like the ever-popular rose gold — are coming down the pipeline.
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Updated 7/20/17 at 9:10 to reflect the new Urban Outfitters launch month.