Masks have been taking the consumer market by storm: clay or foaming, sheet or gel, light or leave-on and even "mini-masks" and patches for isolated places like eyes and lips or the tiny, but mighty pimple patch. In this on-the-go age, one of the few things consumers are still willing to sit and wait for is their skin care.
Here's what you should be aware of about current attitudes towards masks.
1. Growing consumer awareness
Influencer culture has led to the rise of several skin trends, like overnight masks and "slugging", which include using a thick, occlusive product to create a barrier that locks in moisture, as the last step in their night routine.Image by Andrii Lysenko / Adobe Stock.
Social media platforms like TikTok and Instagram have been major tastemakers in shaping market attitudes. This means that as soon as the novelty of masks caught on, growing awareness of the benefits spread like wildfire. It's not just about influencer culture accelerating the popularity of masks, though.
As more content creators post their skin care routines, the pressure for masks to hold up on camera grew, paving the way for masks that could meet the 'Grammable moment. No longer is the sensorial element of the user experience capped at fragrance and feel, but it includes visuals now, too. Luxurious textures, pretty colors, sparkles and even novelty print masks have caught the hearts of consumers everywhere.
2. Multifunctional
The array of area-specific masks and various mask types has led to "multi-masking", or the practice of applying a different type of mask to a different area of the face depending on that area's need. Predictably, this can get expensive, and truly effective multifunctional masks may render this practice obsolete.Image by sofiko14 / Adobe Stock.
Multifunctionality has been the movement sweeping skin care as consumers look to slim down their regimens to fit tightening budgets. If they can cram more benefits for their buck in each application, then all the better.
Common combos include hydrating + brightening, deep cleanse + mattifying and firming + plumping—which come in a variety of beloved mediums like sheet masks, clay masks, hydrogel and more.
3. Barrier Repair-forward
In the barrier-forward movement, collagen and peptide masks are in high demand to improve elasticity and firmness in skin.Image by ViDi Studio / Adobe Stock.
While the barrier has been at the top of many people's minds these days, in winter, much of our effort in our regimens is focused on strengthening the barrier to protect skin and better retain moisture. Consumers are scrounging for ceramides, peptides and alternatives to harsher actives like retinols.
Ceramides tend to be popular in sheet masks, lip masks, overnight masks and masks intended for dry or compromised skin.
4. Harsh conditions
This winter-specific mask by Osmosis is perfect for renewing strength and keeping skin glowy through the cold season.Image courtesy of Osmosis.
As cold winter air and dry indoor heating can inflame and chap skin, masks that hydrate, nourish and soothe will comprise the majority of mask-behavior this season.
Osmosis' Winter Warming Enzyme Mask has l-lactic acid to gently exfoliate and hydrate, keeping skin smooth and glowing.
In a nutshell? People are looking for deep hydration and their other skin asks all in one neat package, if they can find it—and don't forget, it doesn't hurt if that package is wrapped up all pretty neither.
