The Kit
We find out what these logo’d patches can do, whether worn in public or private.
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WEDNESday, NOVEMBER 5
Ready to Wear Under-Eye Masks Out and About? Meet Beauty’s New Status Symbol
 
We test the trend—and ask a derm what a patch can do for you, in public or private
By Caitlin Kenny

Why dat on your eyes?” asks my three-year-old, his stare locked on the pair of lagoon-green Dieux eye masks I’ve just stuck below my lashes. I’m tempted to respond, “because of YOU!” but instead say, “to make my skin soft.”

He seems to accept that answer but a few minutes later, when his baby brother starts babbling, he translates it for me: “he saying, ‘Why dat on your eyes?’”

I could tell him the fuller answer: that lately, eye masks have been elevated to must-have status. They’ve been popular since the K-beauty boom of the mid-2010s, but they’re no longer plain translucent patches. The latest launches come emblazoned with logos, from designer labels Chanel and Dior to cool-girl brands Rhode and Dieux.

 
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