If you feel like the face-mask selfie is an unofficial series that’s been living in your Instagram feed for a solid few years now, good observation. According to WWD, recent findings from the NPD Group show that while anti-aging product sales are decreasing among millennials (they care more about natural skin care and color cosmetics), sales of masks have been continuously on the rise. From 2013 to 2015, sales doubled in the category as a whole, and clay formulas specifically are making a comeback.

Insta-worthy options (think GlamGlow’s silver, alien-like GravityMud Firming Treatment and cute Korean animal sheet masks) are impulse pick-me-up buys that have likely contributed to this statistic, but as WWD reports, L’Oréal chief product accelerator Sam Cheow says clay is feeling particularly cool again because of the superfood trend. The formulas tend to fall into the naturals category, with an emphasis on the chemical-free route to glowing, healthy skin. Apparently millennials are eating them up.

This trend is timely considering the fact that clays, like muds, are good for deep-cleansing. With humidity and sweat contributing to clogged pores, I always stock up on clarifying products in the summer. Dermalogica Skin Refining Masque andRéVive Masque de Glaise Purifying Clay Mask are my two favorites for the same reason: They do the jobs without totally stripping the skin of moisture. I do find the Dermalogica mask is best when I need extra lifting power, so I sometimes use it exclusively on my T-zone. And yes, they both look great in selfies.