SynopsisObjectiveThis study aimed to compare the efficacy of a peel‐off facial mask based on polyvinyl alcohol (PVA) with an oil‐in‐water (o/w) emulsion and the effect of a soybean extract fermented by Bifidobacterium animale incorporated in those formulations (5% w/w).MethodsThe formulations were submitted to randomized clinical studies in volunteers to evaluate the measurement effects as (a) tensor by Cutometer®, (b) moisturizing by Corneometer® and transepidermal water loss (TEWL) by Tewameter®. These effects were determined in a short‐term study (3 h) in a controlled‐temperature room.ResultsThe tensor effect and TEWL values indicated no significant difference between the use of facial mask and emulsion. On the other hand, the moisturizing effect of the facial mask on the stratum corneum was more significant than that of the emulsion according to Corneometer® measurements. Biometric cutaneous evaluation of peel‐off facial masks (short‐term study) showed that the masks promoted moisturizing effect of the stratum corneum more effectively than the oil‐in‐water emulsions. Thus, the facial masks were more efficient than emulsions in relation to moisturizing effects, but this efficiency is not related to the presence of fermented soybean extract.ConclusionThe results indicated that peel‐off facial masks increase skin hydration in a process related to the occlusive effect.