Effect: moisturizing, skin repair, firming It has a cooling effect. It just feels cool and refreshing. When removing the mask from the package, it has excess liquid. I don't know what the liquid is call, but basically it's what the mask soak. So the liquid will be the one giving us the effect stated above. I like to put the mask for 30min, even though 20 is sufficient. I just like the moisture to be soaked through my skin. Anyway, even after 30, the mask is not totally drying. It still has the wet tissue feel after being expose for a while. Removed the mask, and I massage the rest of the lotion leftover on the face and neck. It is not overly sticky. Just really moisturizing. My skin feels so nice and cooling, have I mention that?