IT BURNS! The mask is very rich and creamy, and smells nice. I applied it on my face as directed and felt it begin to sting after about 1 minute. I've used mint masks in the past and they sting a little at the beginning and then it goes away without a problem. I assumed it was the same kind of sting, although this isn't a mint mask. The directions say to leave on for 15 minutes. I ended up taking the mask off after MAYBE 10 minutes, because it burned so much. As I washed off the mask I noticed my face was RED! Everywhere the mask touched my face looked like a tomato. Thank God I did this before bed and not in the morning before starting my day. The stinging pain has gone subsided, but my face is still red and hot. Not sure why this specific mask did this to my face. I don't really have sensitive skin and I've used other masks from the brand and I've loved them. All I can say is to use at your own risk!