Pop star will.i.am has revealed he's selling a high-tech face mask which offers HEPA filtration and LED day glow lights along with a built-in microphone and noise-cancelling headphones.
The Xupermask will cost US$299 (NZ$428 at current exchange rates) with the "first drop" happening this week.
"The future is now!," the Black Eyed Peas member exclaimed on Twitter with a promotional video for Xupermask.
"Masks have always been needed. COVID-19 just reminded us how important masks are. Less people got the flu this year. Because of this newfound knowledge, masks will always be needed and it's never too late to protect ourselves and others."
It's not the first expensive smart mask to be developed since the COVID-19 pandemic dramatically increased the popularity of face masks around the world - LG released a wearable air purifier for your face in 2020, while Razer also has a smart mask with RGB lighting on the way.
Xupermask is said to have been designed by will.i.am along with Honeywell and Jose Fernandez, the designer of the spacesuits used by Elon Musk's company SpaceX.
It's said to feature dual three-speed fan-powered filters, Bluetooth connectivity, seven hours of battery life, a magnetic earbud docking system and adjustable straps.
It's unclear if Xupermask will ship to New Zealand at this stage, with potential customers asked to sign up to the official website.