Why everyone is obsessed with pink clay masks

Lily Collins pink clay masks

Here’s why they’re all over your Insta

Beauty Crew Beauty Writer / May 23 2019

Have you seen those pink clay masks getting around? Of course you have! Those little tubs full of millennial pink goodness have *literally* taken over the Internet. It seems like every time we scroll through Instagram we see an influencer talking about how it's the best face mask in the world. 

And there’s now a whole heap of brands dipping their toes in the pink water/clay, creating their own version of the cult beauty product. 

Sarah Hamilton, co-founder of Sand & Sky (we guarantee you’ve seen their pink clay mask pop up on your feed!) says the response to their hero product has been HUGE! “It’s all about the Internet - review sites and social media have been huge for us, we can easily get feedback from customers and thankfully their glowing reviews have pushed sales,” says Hamilton.

“Our sales keep growing; we sold 60,000 units in a few months and demand has kept growing for us, we are stocked in nine different countries and ship to over 56 countries.”

So what’s the go? What even is pink clay and why is it so dang popular? Well, it’s not just the cool Instaworthy factor; the benefits people received after using it is real.

Unlike a lot of other clay masks on the market, pink clay is a super gentle formula suitable for almost all skin types (yep, dry skin, oily skin and sensitive skin). It’s a great option for those with stressed-out skin (read: all of us) and can help fight everything from congestion to enlarged pores, dehydration and dullness.

Aesthetician Sarah Hudson from Skin by Sarah Hudson says pink clay is made up of different components that contribute to a brighter, clearer complexion and even skin tone: “Pink clay (a combination of red and or white clay) is rich in silica, which improves cell renewal (this means: how often we make new fresh healthy cells), giving your skin a fresh healthy glow”.

“Pink clay is rich in minerals such as kaolinite and calcite, which can help with detoxification, [which is] especially good when you have been exposed to pollution, such as overseas travel. It is also beneficial when your skin looks dull and sallow from poor diet or too much alcohol,” says Hudson.

Hamilton says, “When creating Sand & Sky, we knew we wanted to formulate an Australian-made and Australian sourced clay mask and we discovered Australian pink clay through a bush medicine course in Alice Springs. We learned the power of Australian pink clay along with [how] the purity of the Australian environment would push results beyond typical clay masks. Australia is one of the purest continents in the world which is why our active ingredients are so effective.”

Hudson says that while those with acne-prone skin may need to incorporate more advanced ingredient formulations into their skin care routine (like bentonite clays and salicylic acids), pink clay masks work wonders on detoxifying the skin and preventing breakouts. “Pink clay is a very gentle formulation, and generally suits a normal non-problematic skin. [It’s] the perfect mask to use mid-month on areas of your face that may be a little more sensitive. This type of mask is ideal to use in the week prior to your period for monthly blemishes.”

“When makeup ingredients aren’t removed effectively, it can lead to the skin looking dull with bumps of congestion; pink clay can benefit in purifying and detoxifying the skin,” adds Hudson.

So whether you want to use it to detox your skin, tighten your pores, soak up the shine on your T-zone, or use it as an instant pick-me-up to boost your skin’s radiance, the humble pink clay mask is pretty damn good for your skin, no matter what your concern is!

Australian pink clay masks to try

Keen to give pink Australian clay a go? Here are some of our top picks!

Sand & Sky Australian Pink Clay Porefining Face Mask
Along with that magical kaolin, Sand & Sky’s best-selling Porefining Face Mask is packed full of skin-loving natural ingredients that work to brighten, refine and detox your complexion, including aloe vera, Kakadu plum (a rich source of vitamin C), vitamin A, vitamin E, kelp, pomegranate and many more. Whew!

Sukin Pink Clay Masque 
Sukin Pink Clay Masque gently extracts impurities and environmental pollutants to leave skin looking radiant and clear. It also contains aloe vera and chamomile to soothe and calm the skin. Our Review Crew® were MAJOR fans of this guy, giving it a whopping 4.5 out of 5 stars.

Alya Skin Pink Clay Mask
This vegan and cruelty-free pink clay mask is designed specifically for sensitive skin and is made from ingredients like kaolin clay (obvs), aloe vera, pomegranate, and witch hazel. It promises to tighten pores, help reduce acne and pimples, and stimulate the regeneration of skin cells to leave skin smooth, soft and bright.

Swisse Cranberry Pore Perfecting Clay Mask
If your skin is breaking out on the regular, we recommend adding this pore-refining and clarifying pink clay face mask to your routine. It contains AHAs and BHAs, which help exfoliate the skin and tighten pores, while the addition of cranberry helps reduce oil build-up and prevents pores from clogging. Our Review Crew® scored this little number a cool 4.5 out of 5 stars, with one reviewer commenting, “My skin is already softer and smoother and clearer! My pores appear to have also tightened and my usually really oily skin is not getting shiny by lunch!”

If you’re looking for some more natural goodies, these are some of the best Australian natural skin care brands.

What’s your favourite type of clay mask? Let us know in the comment section below.

Main image credit: Getty

Erin Docherty is a Beauty Writer for BEAUTYcrew and a Grooming Writer for Men's Health magazine. She has a keen interest in cosmeceutical skin care and is currently working on minimising her 9-step skin care routine – because ain’t nobody got time for that. When she’s not writing about the latest beauty news, or applying copious amounts of serum, you can find her spending all her money in Sephora.