Why everyone’s obsessed with face masks

The hottest product on social media right now

If you’ve noticed an increase of mask selfies in your Instagram feed, there’s a good reason for this.

According to recent studies from the NPD Group (a market research company), face masks have proven to be progressively popular within the millennial age group.

In fact, we are now buying face masks over any specific anti-ageing products, with sales literally doubling over the last couple of years.

@Shaymitchell

@LilyAlrdridge

@Bellahadid

A-listers and Instagram have also played a major part in the products’ popularity. Celebrities like Chrissy Teigen, Bella Hadid, Miranda Kerr and Victoria Beckham are all noticeable lovers for a good at-home mask. Whether it’s used as a pre-red carpet pick-me-up, or a long-haul travel necessity, celebrities are not afraid of sharing some entertaining (and sometimes scary!) mask selfies.

@chrissyteigan

But masks offer more than just entertainment value, they are a great instant fix for any of your skin concerns.

If you’re going to jump on the bandwagon during the cooler months, we recommend choosing a formula that concentrates on hydrating the skin. Sheet masks make the perfect pick for this; they’re not only totally entertaining (hello Korean animal masks!) but really get the job done without the risk of irritating your skin.

We are loving Estée Lauder’s Advanced Night Repair Concentrated Recovery PowerFoil Mask and Kiehl’s Ultra Facial Overnight Hydrating Masque for glowing, luminous skin that looks refreshed and plump, even if you’re running on minimal sleep. Major bonus.

Passionate about all things beauty, Brittany has created digital and print content for BEAUTYcrew and Famous Live.