Not all clay is created equal Seize the Clay from wtf uses selectively mined, ultra ventilated, French green illite clay with a high CEC capacity.* Whilst all that might sound scientific, complicated and downright expensive all you need to know is our clay is hypoallergenic, natural and 100% pure. Seize the Clay's superior sorptive properties give it a very powerful detoxifying effect helping remove impurities and dirt from your pores leaving your face feeling deeply cleansed and refreshed. *The CEC is the pulling action of the clay - slight redness of the skin is normal and should disappear in about 20 minutes. A 454g pot of Seize the Clay is enough for about 12 masks and we'd recommend getting your mud on about once a week.