Why are our masks not as wet as paper sheet masks? ⁠ ⁠ Hydrogel is a jelly structure made to hold and deliver serum into the skin. Rather than seeing all the serum drip off your face like it does on a regular sheet mask, you don't see any serum slipping off LOOPS masks because the serum is going directly into your skin. ⁠ ⁠ This means your skin is actively absorbing the key ingredients over a 10 minute period, allowing your skin to absorb more actives that it usually would when you're just applying a topical serum, or using a paper sheet mask. ⁠ ⁠ You'll notice as you peel off the mask the jelly is not as jelly as it was when you first opened it - this means the serum has left the hydrogel and has absorbed into your skin.