Makeup artist Pat McGrath may swear by SK-II's Treatment Mask—and habitually use it to prep models' skin for the runway—but a timesaver, it's not. Like most masks, it takes around 10 to 15 minutes to work its moisturizing magic. Don't have 15 minutes? Problem solved: SK-II just introduced the innovative Cellumination Mask-In Lotion. Apply it after cleansing (either day or night), and the super-lightweight lotion forms a "virtual mask" on your skin, taking only 15 seconds to achieve the same conditioning and hydrating results as a 15-minute mask. Genius! And while it doesn't come cheap, at least it's $75 price tag beats out the Treatment Mask's $125.