You’d be hard-pressed to find a modern beauty regime that didn’t advocate some form of clay-based skincare: Of Harper’s Bazaar most recommended face masks of all time
, a third contain clay; an obscure clay mask
from Nevada has consistently held the title of Amazon’s top-selling beauty product; and you’ll find the mineral ingredient in the nighttime beauty routines of everyone from Gwyneth Paltrow and Glossier founder Emily Weiss to Gigi Hadid. Big Little Liars
star Shailene Woodley even eats the stuff.
So, why so popular? The beauty in and of clay lies in the breadth of its attributes: It is an entirely natural substance, able to draw impurities from the skin while, at the same time, conditioning it. It’s exceptionally versatile as both a health product and a beauty product, as those with weekly regimes around clay hair masks and (edible) clay smoothies can attest. Best of all, clay’s range of accessibility is impressive: it’s surprisingly affordable, which means both the Gwyneths of the world and anyone in possession of eight dollars within a one mile of a Sephora can reap its mineral benefits.