The Body Shop’s Charcoal Mask Is Sold Once Every 15 Seconds

There are some beauty products that everyone knows are eternal best-sellers, like Maybelline Great Lash Mascara and Weleda Skin Food. But every now and then, a product seems to come out of left field and reveal itself as a total blockbuster beauty must-have— something that sells so frequently that you suddenly realize you might the only person who hasn't bought it. And while it's no surprise that a product from The Body Shop is popular, we had no idea that one mask in particular is currently flying off shelves at an incredible rate.

The Body Shop is reporting that its Himalayan Charcoal Purifying Glow Mask is sold once every 15 seconds globally. That's four a minute; 240 an hour; 5,760 a day; and more than 2 million a year. That means there's a decent chance you already have the vegan, Ayurveda-inspired formula in your medicine cabinet, but if you don't, the brand makes some pretty convincing reasons to change that ASAP.

The mask "draws out impurities and refines the appearance of pores for healthy-looking skin with a glow that shows," according to the description. The tingling formula promises to absorb excess oil with bamboo charcoal from the Himalayan foothills, green tea leaves from Japan, and organic community-trade tea tree oil from Kenya — and without parabens, paraffin, silicone, or mineral oil.

Those who've already bought it are happy to tell you why you should, too. From The Body Shop's website to Ulta and Amazon, the reviews are glowing (much like fans say their skin is). "Trust me when I say this is the best face mask ever," claims one reviewer, who says she loves it so much that she gifted it to her little brother, his girlfriend, her older brother, and his boyfriend. Another writes, "I have only used this one twice in the past two weeks and I can already see and feel several differences in my skin," including smaller-looking pores, fewer breakouts, and more softness.

And perhaps the best part of all? It's just $28 for three long-lasting ounces.

Check out a few more of Allure editors' favorite under-$30 masks:

Origins Original Skin Retexturizing Mask with Rose Clay, $26 (Shop Now)

Laneige Water Sleeping Mask, $25 (Shop Now)

Burt's Bees Intense Hydration Treatment Mask, $13 (Shop Now)

More must-have masks:

• The 22 Best Face Masks of All Time, According to Allure Editors

• The Best Face Masks Under $20

• 12 Peel-Off Masks to Try ASAP

Now check out 100 years of face masks:

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Originally Appeared on Allure