Glossy x Launchmetrics Research: The under-eye masks that are ruling social media

Beauty consumers of all races, ethnicities and ages are indulging in under-eye patches, posting their beauty routines and rituals with glee and abandon. Depending on the brand, you’ll even spot fun patch varieties shaped like shooting stars or whales. The hashtag #eyepatches has 229 million TikTok views, and search patterns have steadily grown over the past five years, according to Google Trends search data — peaks typically occur during colder, dryer winter months.

According to new Launchmetrics data, a variety of brands comprise the top five buzziest eye-patch brands based on media impact value. MIV is a proprietary metric tracking the impact of influencers, print media, celebrities, official third-party partners and a brand’s own media channels. The top five buzziest under-eye masks are Peter Thomas Roth’s 24K Gold Pure Luxury Lift & Firm Hydra-Gel Eye Patches, Patchology’s Rosé Eye Gels, Florence by Mills Swimming Under the Eyes Gel Pads, Augustinus Bader’s The Patches and Dieux’s Forever Eye Mask.

This is a member-exclusive article from Glossy. Continue reading it on glossy.co and subscribe to continue reading content like this.