Our mask design principles: Face masks are now a dominating part of what is so important to people that it made fashion and beauty one of the world's largest industries. So looks are crucial to entice people to wear a mask - if just subconsciously. The mask has to be very practical and comfortable to make them continue to do so - or it's useless. It has to be optimized for cost effective mass production to allow for economical pricing and worldwide affordability. Maximized efficacy is a given.