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The evolution of the face mask

by Holly O'Neill
05th Mar 2020

Pimple patches, lip masks and eye patches are gone mainstream, targeting specific benefits, concerns, and ingredients.

Now that we have sheet masks for every conceivable beauty issue and skin type, it was about time they evolved to target more specific areas and needs. Overall, the word “patch” is being searched +33% more since last year within the skincare category, heralding the evolution of the face mask to a more focused range of beauty saviours.

Are you ready for some more nerdy beauty stats? On average, there are 23k searches for pimple patches in the US every month and interest has grown at a rate of +55.6% since last year, meaning we’re on the verge of a tsunami of pimple patch launches here.

Starface Hydro-Star Pimple Patches, €20

Last year, we saw the launch of Starface–star-shaped, bright yellow and very obvious pimple patches, designed to be skin-positive, to change the attitude towards having towards breakouts and take the shame out of wearing a pimple patch in the first place. Each patch contains hydrocolloid technology which absorbs bacteria, flattens breakouts and removes your urge to pick. I cannot wait for the day stickers are accepted into the mainstream and we can all walk around with stars all over our faces. In the meantime, we have these. I want to wear them even when I don’t have a spot. Where else have we seen an evolution of face masks?

KNC Beauty Collagen Infused Lip Mask, €6.10,

Back in 207, Emma Stone’s make-up artist Rachel Goodwin shared a picture of Emma, (above), pre-Golden Globes, in a very selfie-worthy lip mask. The KNC Beauty Collagen Infused Lip Mask, €6.10 is a sheet mask for the lips, looks like pink goo and also counts Kim Kardashian as a fan.  It’s packed with vitamin E, cherry extract and rose flower oil to hydrate and plump the lips and “it really affects the way that make-up looks and lasts,” says Goodwin. “You look absolutely silly but they really do work. It just makes lipstick look much smoother and your lips look fuller, so if you’re wearing a lighter colour your lips have a nice fullness or lushness about them.”

L’Oréal Paris Elvive Dream Lengths Long Hair Heat Tissue Mask, €7.99

Back in 2018 L’Oréal Paris were ahead of the curve with the Elvive Dream Lengths Long Hair Heat Tissue Mask, €7.99, a sort-of sheet mask for the hair. First, you apply a nourishing balm to the hair, then you apply the “heat mask”, a tissue shower cap with self-heating technology that allows the serum balm to penetrate deeper into the hair. Note convinced? Try it out at home yourself with a hair mask and a shower cap.

under-eye masks

Vichy Lift Activ Micro Hyaluronic Acid Eye Masks, €25.99

Then we had Vichy’s incredible Lift Activ Micro Hyaluronic Acid Eye Masks, €25.99, also launched in 2018. Inspired by the micro-needling treatments you might be seeing all over social media, Vichy created overnight eye masks that contain 160 micro-cones of solidified hyaluronic acid of natural origin which penetrate the skin and plump up wrinkles and crow’s feet around the eyes. Life hack: you can also use these to plump fine lines around the mouth.


Photography by @rachelgoodwinmakeup.

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