BEAUTY
This French Beauty Product Is Selling Out Thanks To TikTok And The Kardashians
Does it really work?
Justine Feutry – Madame Figaro
22-March-2021
In the last few months, the Instant Detox Mask from French skincare brand “Caudalie” has enjoyed great success, especially in the United States, where its sales have increased tenfold (and threefold in Europe). A direct consequence of TikTokers loving this product.
The clay mask displays a gel-cream formula with 98% natural ingredients (free of parabens, phenoxyethanol, phthalates, mineral oils, ingredients of animal origin) which aims to eliminate toxins and impurities. It promises to tighten pores in 10 minutes, which is considered a fast effect that definitely grabbed social media’s attention. “Seeing the mask dry directly and the oil absorbed is what really caused the viral buzz.”, analyzes Mathilde Thomas, founder of Caudalie, delighted with the buzz made for this product which was launched... in 2015.
This mask, which gathered 31 million views on TikTok, is now a phenomenon in the beauty world. In particular, this happened thanks to a first video posted by LookFantastic, the beauty e-commerce site. “We were advised to promote our brand on this network. My 17 year old daughter Louise made a Caudalie stich addressed to LookFantastik the same evening. They took it over and 3 hours later makeup artist Glamzilla (with almost 400,000 subscribers) tried it. The mask went viral”. The Instant Detox Mask is causing such a buzz that Hyram, beauty influencer with 6.8 million followers, gave his approval four days ago, while he was answering his followers’ questions, and some dermatologists also went to TikTok to comment on this product and its effects.
Instant Detox Mask working its magic ✨ @lookfantastic @lookfantasticus #caudalie #detoxmask #claymask #pores #beautyhack
Actually Kourtney Kardashian is the one to thank for all this success as well. The star has indeed offered some nice publicity to the brand in a video made for Harper's Bazaar. She revealed her nighttime routine and praised the benefits of this mask. She is also a fan of Caudalie’s Vinopure anti-blemish serum.
However, the brand confirms that it is mainly the viral TikTok videos that have boosted its sales, which also allowed Caudalie to attract a younger clientele: in two years, the average age of the buyer of this mask has gone from 37 to 28 years.
If you can’t wait to put your hands on this hero product, keep scrolling to shop it now!
Instant Detox Mask – Caudalie (75 ml)
