When you apply it on the face, it is colored brown / pink, and then when it becomes completely white / cream after five to ten minutes, is that this is the time to remove it. This mask "pose" very quickly and once you start to massage the face to remove the clay film, it turns into a light, soft powder like cotton. It is not at all aggressive to the skin, on the contrary, it was specifically designed for sensitive skin. This is a very satisfactory product, based pink clay and Aloe Vera, a product "organic" I discovered by purchasing a "pocket discovery" to test new products in Cattier. I recommend it completely, it is very nice. It keeps 12 months after opening.