Alert: Everyone's Favorite Clay Mask Just Got an Italian Makeover
There’s something about a makeover that makes us feel warm and fuzzy inside. Sure, a makeover in the traditional sense feels slightly passé in this day and age, but in relation to our beauty products, we welcome makeovers with open arms; it’s hard to resist the allure of a tried-and-true product wrapped in fancy new packaging. Thus, when we got a sneak peek at Fresh’s new limited-edition Umbrian Clay Purifying Mask ($62), we knew it would fly off Sephora’s shelves. This is the second limited-edition packaging Fresh has commissioned artists to create for its beloved products; the first was a hand-painted rose jar for its best-selling Rose Face Mask ($62).
This design, however, is special in its own way and rooted deep in the history of Umbrian clay itself. Fresh founders Alina Roytberg and Lev Glazman commissioned the famed Umbria-based Rometti ceramics house and gave them free reign to create a design that reflected the heart and soul of the Umbrian clay mask. After confirming that this unexpected email from Roytberg and Glazman was indeed not a spam message, the Rometti house started designing—and the rest of the process flowed quickly. “It was one of those incredible things where you communicate without over-communicating because the response, for [the Rometti owners], it’s natural—they live in this world, they work with clay under the sky—so it’s one of those transcendental things that just happens,” Roytberg says about the ease of the collaborative design process.
The result? A swirling, hand-painted sky-blue and soft sand (with a hint of millennial pink?) design, complete with the Rometti house’s signature perfect stripes; a celebration and embodiment of the rich history of clay in Italy’s “green heart.” Collectors and Umbrian Clay Mask devotees will want to snatch this one up immediately; we have a feeling it won’t be on shelves long.
You can buy the limited-edition Umbrian Clay Purifying Mask ($62) at Sephora.com.
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