GlamGlow’s latest mask, GravityMud, targets firming and tightening, and uses a host of ingredients to deliver results in under 20 minutes.

Marshmallow leaf was introduced to GlamGlow’s founders by their chief R&D scientist, said Glen Dellimore, co-founder of GlamGlow. That, combined with licorice, helps comprise the brand’s Teaoxi Complex, to help skin appear and feel firmer. GravityMud mask also contains marine algae plasma, soy isoflavone liposome and red algae extract.

The pre-makeup treatment goes on white, and turns a metallic silver in 30 seconds. After 20 minutes the mask is meant to be peeled off. The mask comes with an application brush.

“It’s the only tightening/firming mask that has been formulated to peel off,” said Glenn.

The product launches in January in Sephora and will sell for $69. In June, GravityMud will expand distribution to Nordstrom and Neiman Marcus, as well as other retailers internationally.

The company, which was acquired by Estée Lauder in December 2014, launched in 2011 with a single mask, YouthMud, and now creates masks for everything from acne to anti-aging to hydrating to brightening. In 2015 GlamGlow launched cleansers, as well as a lip exfoliating treatment.

“We need to make sure our products are disruptive enough. We are not a me-too brand,” Glenn said of GlamGlow’s various launches.