There’s something exciting about a new or unexpected formula. A shower oil when we’re used to a gel, or a cream when a powder is the norm. Sheet masks were part of a huge upheaval in the masking world – where we were once frequent users of clay or cream, we fell for the sheet mask, not just because it was the latest ‘trend’, but because it was new, and it was different.
In addition to this love of newness, the texture of a product is so important. After all, we may like the way something looks, but if you dislike how it feels you’re much less likely to use it. So with a recent influx of new formulas from our favourite brands, we had to sit up and take notice. Whether re-imagining hero products, or subverting expectations – these are the most exciting new formulas to hit the skincare shelves.