The Beauty Diary: Martha Kalifatidis’ selfie made this sheet mask sell out

Martha Kalifatidis caused a frenzy over this face mask by sharing this selfie, leaving the Australian company laughing all the way to the bank.

Martha Kalifatidis caused a frenzy over Aceology's new face masks, and they sold out in a matter of hours. Picture: Instagram/Martha Kalifatidis

One of her most memorable moments on Married At First Sight revolved around an unfaltering commitment to a face mask.
Despite being attacked by another bride on the popular reality television show, Martha Kalifatidis proved that no matter what is going on around you, you never remove your sheet mask before it’s had time to work its magic.

So when the 30-year-old shared a selfie with a weird-looking green sheet mask stuck on her face, people paid attention. Especially as she described it as “not just an ordinary sheet mask”.

Martha says the masks are ‘seriously impressive’. Picture: Instagram/Martha Kalifatidis

In fact, her sway over the gel sheet mask from Aussie beauty brand Aceology has been huge, with a brand spokesperson telling news.com.au the masks sold out in a matter of hours after Martha’s selfie, netting the new-to-market company a cool $16,000.

“We saw an instant spike in traffic, and our social team were inundated with DMs asking how they could purchase the masks after Martha revealed she loves them,” the spokesperson said.

“We had our best sales day to date with hundreds of orders in 18 hours, not bad considering we only launched in April this year.

“We never expected to completely sell out of the masks. We truly underestimated the power of Instagram and social influence.”

A quick look on the brand’s website shows the masks are sold out. Picture: Supplied

The MAFS alumni told news.com.au she was a huge fan of the green T and frose infusion gel masks, describing them as “seriously impressive”.

“I love them because they have minimal fragrance so are non-irritating and their ingredients are impressive,” she said.

“I am a beauty-obsessed gal since way back, and when it comes to any product that I use, the first thing I do is read the ingredients and highly recommend others do the same.”

The make-up artist added having good skin is essential to achieving flawless make-up.

“I have been using masks from a very young age as my skin started to become troubled,” Martha said.

“Sheet masks are a new thing brought to us by the Koreans, and I can’t thank them enough.”

As well as loving Aceology’s “impressive” ingredients — Martha said on Instagram the products were the secret to her “good as new” skin, telling her 284,000 followers she was “obsessed” with the two gel face masks.

The MAFS star revealed the sheet mask was her beauty 'trick'. Picture: Instagram/MarthaKalifatidis

She said the masks gave her ‘good as new’ skin’. Picture: Instagram/MarthaKalifatidis

According to the website, the $64 products — which contain four individual sheets — are both full of “a top-tier line up of nourishing ingredients” that will leave dull, puffy and dry skin feeling “energised”.

The green T mask is soaked in a serum that is infused with green tea, evening primrose and mirabilis jalapa flower, which helps make puffy eyes look brighter and tightens pores for a clearer look.

The frose mask is said to be ideal for those who suffer with redness and dryness, thanks to its rose-petal-infused serum.

Martha was a dedicated mask lover during her time on MAFS. Picture: Channel 9

During her stint on the show, Martha was seen regularly rocking a sheet mask — not even removing one when confronted by Cyrell in an explosive scene.

Back in April she was also spotted dashing into her local Woolies with a white clay mask still on her skin, proving once again she’s dedicated to the cause.

As a result, fans are lapping up her advice, with many calling on her to reveal her favourite in a YouTube video.

“Can you do a YouTube video all about your favourite face masks etc and which ones you recommend?” a fan wrote on her latest selfie this week.

“You are the queen of face masks,” another declared.

Are you a fan of sheet face masks? Let us know your favourite brand in the comments below or continue the conversation @RebekahScanlan | [e-mail]