Our morning commute just got a serious glow-up.
Londoners are already used to seeing people do their makeup on the Tube – but today’s rush hour delivered something far more unexpected. As commuters moved through the cold, grey morning, they were met with a surreal sight: a wave of otherwise ordinary passengers wearing Dr. Jart+ Cryo Rubber™ Hydrogel Masks.
The city-wide stunt from Korean skincare experts Dr. Jart+ transformed some of London’s busiest stations into a live piece of skincare theatre. After all, glass skin doesn’t wait- not even for the 7:42 to London Bridge.
Confused yet intrigued, commuters who stopped to ask questions were rewarded with a free Cryo Rubber™ mask.
The activation taps into the growing trend of public masking, building on the viral “face masks on planes” movement. If masking mid-flight felt bold, trying it on the Northern line at peak hour takes it to another level – could commuting be the next frontier?
The stunt also celebrates the launch of the new Cryo Rubber™ Hydrogel Masks, following the brand’s Cryo Freezer K-Mart pop-up at Boots Covent Garden.
Inspired by Korean convenience stores and Dr. Jart+’s signature cryo technology, the pop-up drew over 8,500 visitors between 18–24 February. On opening day, the first 100 guests received a K-beauty goody bag worth over £80—sparking queues of more than 150 people in Covent Garden, all eager to get their hands on one.
The cult favourite and newly upgraded Cryo Rubber™ Hydrogel Masks combine an ampoule serum containing 2% peptides and your choice of active ingredient with a hydrogel mask, powered by Korean cryotherapy technology to cool the skin by 5.7°C
Instantly increases moisture levels by +161%[ii] and provides 24 hours of continuous moisture.
Strengthens the skin’s barrier and soothes to visibly reduce redness and irritation after one use.
Visibly smooths fine lines, tightens the look of pores and instantly improves firmness.
Instantly brightens and visibly reduces the size of dark spots, to leave skin with a radiant glow.
Dr.Jart+ is already the UK’s number one brand in prestige masks and now they’re making sure everyone knows it.
Dr.Jart+ Cryo Rubber™ Masks are available now for £14 at drjart.co.uk and retailers nationwide, including Boots, Space NK and Look Fantastic.
Testing on 24 women, immediately after using mask for 20 minutes / Clinical testing on 35 women, immediately after using the mask for 20 minutes.
Source: Circana (UK) Ltd, Retail Tracking Service, Skincare Mask, Prestige Brand Classification, Unit Sales, 12 ME September 2025.
