Simply When® is When’s second-line for younger consumers looking for ‘affordable mini spa on-the-go’ experience. Made with ultra-soft cotton linter sheets and high-quality gentle essence, Simply When sheet masks are light and breathable as they are made with 100% cotton linter (the baby soft hair around the cotton seed) instead of synthetic fiber, and thus eco-friendly and biodegradable. Due to the finely woven structure of the Bemliese fabric sheet, it effectively delivers the essence’s nutrients to skin in just 20-minutes anywhere, whenever you want, and provide various skincare solutions including soothing, smoothing out skin, firming, tone up dull skin, and hydrating.