Thank you so much for your enquiry. In the case of facial masks, it depends on what the mask is for? If it’s a clay mask for absorbing impurities, then once a week, (or twice a week in extreme cases) is absolutely fine. If it’s a very active mask, such as a resurfacing mask (which makes you peel and flake), then every second week is sufficient. If it’s just a nice soothing, hydrating, moisturising mask, then one to two applications per week is great. I would say if you want a very general guideline, then most masks you would generaly apply once per week max. Most people will apply a mask an average of twice per month.