Two things make a beauty product so hyped it sells out completely:
1. If it suddenly pops up on Cult Beauty.
2. If it makes a TV debut on QVC (ok, and if a Kardashian says they use it).
But only one thing means it'll acquire a waiting list longer than the M6: if it's really bloody good.
Enter the Immunocologie Vital Clay Mask.
It might be one of those uber niche under-the-radar skincare brands that takes pride of place inside many a beauty journo's bathroom cabinet, but thanks to that TV appearance, not to mention a wave of facialists (from London to New York) singing its praises all over social media, Immunocoligie has only recently assumed cult status.
The product everyone's obsessed with? The game-changing Vital Clay face mask.
Forget peel-offs or sheet versions, because the brand's slather-on-wash-off mask takes beauty back to basics, harnessing the purifying, exfoliating, calming and hydrating properties of natural, raw French green clay. Trust, it works.
What's All The Hype About?
At £120, Vital Clay is a little bit pricier than your average mud mask, but after landing our hands on one, we can confirm that it's totally worth its weight in gold.
Don't be put off by the green colour and slimy texture of the clay. Like a smoothie for the skin, it's supercharged with essential minerals including copper, magnesium, zinc and calcium. While its main claims are skin clarity and anti-ageing, it was the reduced appearance of our pores that we noticed first.
Usually overly enlarged and with a tendendcy to produce a lot of oil, after rinsing the mask off, we were genuinely impressed with its ability to minimise and blur our pores better than any serum, toner or primer inside our beauty arsenal. And we've tried a few.
Post mask, foundation went on seamlessly and the almost airbrushed look lasted all the way through work, right until the end of Love Island.
The best part? We didn't need to blot half as much thanks to the added salicylic acid aka the ultimate whitehead eliminator.
Pollution Proof Your Skincare Regime...
The way Vital Clay incorporates armour-like antioxidants to shield skin from environmental aggressors such as pollution, UVs and airborne bacteria is essential for any city dwellers suffering from dull skin.
A couple of uses later and our skin looked as bright and radiant as if we'd booked in for a professional peel.
And it's not just the look, but the feel of our skin, too.
Plump, thanks to the hydrating, line-busting ingredients, and silky soft without the uncomfortable, tight feeling that rinsing off some mud masks tends to leave your face with afterwards.
Top Tip: If you like to wear heavier make-up, use the mask to double cleanse and leave those white towels lipstick free.
It's The Definition Of 'Multipurpose'...
Just like a hair serum, Immunocologie's face mask works wonders to smooth and seal rough or fluffy split ends and heat-damaged lengths.
Simply rub a blob into the palms of your hands and apply.
Top Tip: Bleached blondes steer clear - you don't want your hair picking up the mossy green hue.
Like the gift that keeps on givign, you can use the face mask on your body as well.
A single scoop in the bath is proven to hydrate and exfoliate while you soak. For an extra hit of nourishment, rub a little over your cuticles and the soles of your feet to banish dry, flaky skin. Your Gucci mules will thank you for it - promise.