Under-eye patches aren’t just skincare anymore. Now, they're a flex.
Under-eye patches have transitioned from functional skincare tools to luxury fashion accessories and status symbols. High-end brands like Chanel and Dior, along with trendy labels, are marketing these patches as items for public display and social media content.
Why it matters
This trend reflects the evolution of 'social skincare,' where private beauty routines are increasingly commodified and used for public self-expression.
Under-eye patches are the new "it item" in beauty. SrdjanPav/Getty Images Under-eye patches from brands like Topicals and Alo are now beauty status symbols. Eye patches are not just skincare; they are a new form of self-expression and luxury. Brands like Hailey Bieber's Rhode Beauty make eye patches that combine fashion with skincare benefits. Logomania may be "out" in fashion, but that's certainly not the case in beauty. Wearing a monogram on your face thanks to under-eye masks and patches has increasingly become a flex. These little patches, once reserved for the hidden stages of getting ready in the bathroom, are now vehicles for self-expression, as professionals wear them while running errands, grabbing a cup of coffee, or even posting selfies online.
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