This Morning viewers were left stunned at the price of a face mask featured on today's show.
Skincare expert Caroline Hirons hosted the segment on how to avoid spots after wearing a face covering.
Caroline outlined a series of products people could use, with a variety of lotions and potions featured.
Caroline also showed off a silk face mask, which she said would be more breathable and kinder to your skin.
The "slip" face mask comes in a variety of colours, with Holly wearing a pink one and Phil wearing a black one.
The product website described the mask as: "Made from commissioned silk that’s been developed to deliver flawless levels of shine, thickness, softness and durability, you won’t find a face covering like the Slip Silk Face Covering anywhere else.
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"Double-sided with 100% mulberry silk and a cotton inner, you can now protect your skin in super sophisticated style."
But when the price of the product was advertised as £39, viewers at home were stunned and took to social media to slam the price.
Stephanie D said: "Mask £39, Night serum £39, calming gel £30. Who do they think they're aiming these products at?!"
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Mabele Dubh said: "£39 for one face mask!! F**k off, we are not all TV presenters."
@grantthehatter said: "£39!! For ONE mask!!!"
Michelle Boudin said: "£39 for a face mask .. Talk about cashing in."
And @misslionheart said: "£39 is apparently "affordable""
*This Morning continues at 10am on ITV tomorrow
