alya skin review
Photography by Poonam Chauhan

Is Insta-Famous Brand Alya Skin Worth the Hype?

We put the popular pink clay mask to the test

It’s the little pink pot that racked up more than $6 million in sales in its first year on the market. Best friends Manny Barbas and James Hachem were just 22 when they launched Alya Skin with a single SKU in early 2018. The two business graduates had clear ambitions. In an email to The Kit, Hachem stated that he and Barbas were “trying to create one of the biggest skincare brands in Australia, and globally,” adding that “with a bit of hard work and smart moves, we have no doubt we will get there.”

They seem to be well on their way, growing their international distribution and living that fast start-up life—Lambos, luxury vacays and all. Heck, they even hung out with Drake’s dad! The product that put them on the map, the one in that girly, iPhone-genic jar, is an Australian pink clay mask that retails for $50. It’s “the world’s highest rated, most sold Australian Pink Clay Mask,” according to the brand’s Instagram bio. The formula is vegan, cruelty-free and made Down Under. A closer look at the ingredient list reveals it mixes kaolin and bentonite (two types of clay purported to draw out impurities) with witch hazel (an astringent), aloe vera (to soothe), lactic acid (for mild exfoliation) and pomegranate fruit extract (rich in antioxidants). 

The mask is said to detoxify and brighten, with many Instagram users praising the product for clearing their breakouts and reducing redness and pigmentation. The social media platform actually played a major role in the brand’s marketing strategy, especially early on. The founders told the Daily Mail they sent out masks to about 500 micro and nano influencers a week during the launch phase. They also routinely share customer testimony and before-and-after photos demonstrating the mask’s skin-perfecting powers. 

But does it actually work? In a sort of “sisterhood of the travelling mask,” The Kit editors took turns taking the product home and putting it to the test. We also tried Alya Skin’s two subsequent launches, Pomegranate Exfoliator Facial Scrub and Australian Native Berries Moisturiser. Read on to see if the products live up to the hype. 

alya skin review
Alya SkinAlya Skin Australian Pink Clay Mask, $50, Pomegranate Exfoliator Facial Scrub, $27, Australian Native Berries Moisturiser, $25, alyaskin.com

Katherine, beauty director

“I started by smoothing on the scrub in gentle circular motions, as advised on the bottle, but nothing about it felt gentle. The pomegranate seed powder was more akin to coarse sandpaper, actually. The word ‘micro-tears’ kept echoing through my head, the result of years of interviewing derms who caution against harsh physical exfoliants, as they can scratch and inflame the skin. No bueno.

Thankfully, step two of the regimen proved more successful. The pink clay mask was actually quite lovely. It stiffened up quickly and got pretty tight, though, making me worried it would dry me out, but not so. My skin felt quite soft to the touch once I rinsed it off and did emit a nice glow. I quickly followed up with the moisturizer, as recommended. I’d describe this third and last step as just meh. The fluid texture absorbed quickly, which was great, but it left me wishing for more in the way of hydration. The scent is also a smidge strong for a moisturizer, in my opinion. Final verdict: The pink clay is a nice addition to my mask roster, but I wouldn’t reuse the two other products.”

Rani, executive editor

“I grew up in Australia, so I have a soft spot for little Aussie brands come good. So many of them seem to be blasting off internationally with the help of Instagram—looking at you, Quay and Réalisation Par—which is a big deal because exporting goods from down there to anywhere else is a huge shipping undertaking. I’m also a fan of pink clay in general—it draws out impurities in a much more gentle way than green clay, and usually doesn’t leave the skin feeling as dry. Charlotte Tilbury makes a great pink clay mask, so does Evan Healy—both are in my regular rotation.

The main difference I found between those and the Alya version is that this one left me feeling tight, and those two never do. Now, I enjoy a good detoxing clay suck as much as the next breakout-prone person, but over the years I’ve learned that although it’s tempting to dry the heck out of your skin, it’s not actually the best way to improve it—you want your masks to be incredibly gentle and leave your skin feeling soft and supple, even when you’re trying to clarify. I actually felt so dried out that I rinsed the Alya mask off before the alotted 10 minutes, which is unheard of for me—I often putter around in my masks and do chores/scare my toddler for a solid 30 minutes. The tightness was nothing a little serum and moisturizer couldn’t fix, but I prefer a more hydrating masking experience.

Speaking of moisturizer, I enjoyed the light, cream-gel feel of the Alya moisturizer—it definitely wouldn’t cut it for me in the fall or winter, but as a light summer daytime lotion it works well under sunscreen and has a very pleasant scent. The exfoliant is an automatic no for me—I said goodbye to abrasive scrubs in favour of far superior (and gentler) enzyme or acid peels years ago.”

Poonam, assistant art director

“Whenever I see a beauty product blow up on my Instagram feed, I’m instantly skeptical: I love a miracle product as much as the next beauty fiend, but I know they can be few and far between. When Alya Skin’s line landed on my desk, I was wary but hopeful.

First things first: I found the scrub too abrasive for me and the super-fine grains made it messy to use, so I ended up finding little gritty pieces in my hairline—not fun. After giving it a try, I didn’t see any difference in my skin. 

However, the mask definitely levelled up my skincare game. The smell and texture are heavenly and it was much thicker in consistency compared to other masks I’ve tried—it almost felt like I was putting a dense, whipped strawberry yoghurt on my face (in the best way possible). After taking the mask off I noticed that my skin was feeling insanely smooth and my pores seemed to have shrunk—I could’ve sworn they disappeared. This mask is great for oily skin like mine—you will see instant results. I’ll definitely be adding it to my lineup.  

Next up: the moisturizer. As I mentioned, I have oily skin so I’m notoriously picky when it comes to adding a new one to my routine, but this one blew me away because it actually hydrates but also has a beautifully light, non-greasy texture that I can usually only find with gels. Plus, it kept my oil under control all day, which is huge for me. It also sits really well under makeup and smells amazing. This moisturizer is perfect for the summer months for anyone with combination or oily skin. Turns out the Alya skin hype is worth it after all.”

 

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