Active charcoal in beauty products is all the rage. As beauty magazine Allure explains, activated charcoal — charcoal that's been treated to increase its absorbency — works by attracting toxins to it.
Ni'Kita Wilson, a cosmetic chemist, explained to Allure how the science works when it comes to skin:
“When dirt and oil in your pores come in contact with the carbon, they stick to it and then get washed away when you rinse.”
The masks, which sometimes must be peeled off to be removed — especially when they're homemade — are touted for clearing pores by removing blackheads, leaving the skin clearer and more radiant. And videos of wearers removing the masks are becoming just as popular as the masks themselves.
As Fox 13 reports, videos depicting wearers screaming as they pull the black mask from their skin, and oftentimes hair and eyebrows along with it, are going viral.
Take it from Twitter user @Cachet__ who shared her painful experience removing a charcoal mask with her followers: