From sleep tourism to bed rotting, 2025 is shaping up to be the year of sleep and self-care. With everyone prioritizing wellness, hydration, and recovery, a new flex is taking over social media—looking well rested. With consumers seeking new ways to seamlessly integrate their self-care routines into their daily lives, one product seems to be leading the charge—blending hydration, convenience, and style all at once: undereye patches.
“Beauty today is about ritual and aesthetic appeal and undereye patches fit perfectly into that space. They’re no longer just about hydration; they’ve become an intentional act of self-care that looks as good as it feels,” says founder of indē wild, Diipa Büller-Khosla.
Beauty’s Shift from Invisible to Bold Statement
With promises to depuff, tighten, reduce dark circles, smooth fine lines and wrinkles, and even help your makeup sit better, these little half-moon (in most cases) silicon patches are becoming a new way to show off that you have the luxury of time, sleep, and indulgent skincare. Amassing over 16.5 million impressions on TikTok and worn by everyone from Hailey Bieber and Kendall Jenner to Anne Hathaway and Selena Gomez, these potent, serum-packed, hydration-drenched nuggets have transformed from functional behind-the-scenes skincare products to statement accessories. “More people are adopting these visible face accessories for more than just true self-care but rather for the statement that they make to the world about you: that you take care of yourself,” says Shamika Haldipurkar, founder and CEO of Indian skincare brand d’you.
Traditionally, beauty has been brand agnostic; once a product is applied, it is nearly impossible to tell which brand was used. However, with undereye patches, there’s an opportunity for beauty to become identifiable, wearable, and status-defining like fashion. Following in the footsteps of brands like Starface, which made pimple patches a cool, bold statement that could be worn proudly instead of hidden, brands across the board are now tapping into the same psychology with undereye patches. From Dieux and Topicals that tapped into the trend in its early emergence, to Summer Fridays and indē wild that are in the midst of their own launches, brands are capitalizing on the growing demand for wearable beauty.
“indē wild is all about marrying Ayurvedic wisdom with modern science, and undereye patches felt like the perfect next step in self-care. Now more than ever, people want skincare that works, while also being a statement of confidence and self-expression," explains Büller-Khosla about her upcoming undereye patch launch.
The Quest for Rest
In today's fast-paced world, where stress and burnout is rampant, optimal, quality sleep has turned into the ultimate symbol of indulgence and luxury. With the global sleep market valued at $58.5 billion in 2024 and estimated to reach $108.21 billion by 2032, looking well-rested has become just as aspirational as feeling it. “We’ve noticed a significant increase in demand for our ‘Eyes and Shine’ patches, and they’ve slowly but surely built a cult following,” says Haldipurkar.
As skincare and sleep continue to intertwine, undereye patches signal a growing commitment towards self-care where prioritizing rest and recovery is paramount. “More consumers are looking for effortless, effective solutions that easily fit into their routines without disrupting them, whether it's elevating a coffee run by masking or wearing undereye patches on a long-haul flight,” adds Haldipukar. “Self-care is no longer limited to downtime; it has become multifaceted, seamlessly weaving into daily routines, and undereye patches have evolved to become a lifestyle product that allows for self-care without the need for a break," adds Haldipurkar.
Could Undereye Patches Become as Recognizable as Sneakers or Handbags?
The move towards wearable beauty is part of a broader trend where the lines between beauty and fashion are becoming increasingly blurred. Driven heavily by social media’s influence and ability to turn everyday products into symbols of culture, status, and luxury, undereye patches are doing more than just addressing dark circle concerns. From LED masks to undereye patches, beauty is becoming increasingly wearable.
“Once reserved for moments of self-care in private, unshared with the world, more people are adopting visible face accessories for more than just true self-care,” says Haldipurkar. “Social media thrives on products that blend effectiveness with visual appeal, and our patches are made for that. With community-driven content, influencer collaborations, and bold, eye-catching designs, we're creating a movement that everyone will aspire to be a part of,” adds Büller-Khosla.
With both fashion and beauty rooted in a desire for self-expression, beauty has become an integral part of the broader conversation around fashion and individuality. “For our ‘Eyes and Shine’ patches, we have already noticed them seamlessly becoming a part of fashionable looks. They’ve organically appeared in editorials, backstage on shoots, and of course in airport looks, as well as being featured in ad films worn by Bollywood actresses—speaking volumes to their growing status beyond just skincare,” adds Haldipurkar.
Similar to the way an "it" handbag, a pair of shoes, or a designer outfit communicates wealth, taste, and social status, undereye patches are emerging as a quiet luxury flex—signalling to the world that you prioritize rest, wellness, self-care, and high-performance beauty products. In fact, 34% of Americans say beauty routines for them are a form of self-expression, with 52% of Gen-Z and 48% of millennials reporting using beauty products to showcase different aspects of their personal identity. “Just like Champi made scalp care a movement, undereye patches will redefine self-care as something bold, visible, and aspirational. It’s about creating a shift where skincare is both indulgent and empowering, adds Büller-Khosla.
What Does the Future Hold for Wearable Beauty?
For brands looking to tap into the trend and capitalize on this winning psychology of making beauty identifiable and therefore aspirational, the key will be to champion distinctive brand aesthetics while delivering high performance. Bold, eye-catching designs are integral to driving engagement, but true loyalty will come when aesthetics and efficacy are given equal importance. Brands must find innovative ways to stand out in terms of design and aesthetics but also be innovative in terms of delivery mechanisms and formulations.
“What makes our patches uniquely different is that they come together with our Luminary eye concentrate, which makes them work twice as hard. By pairing our eye cream with our lifelong patches, you create a deeply nourishing, brightening mask for your undereyes that makes you look like you’ve had a really good night’s sleep even if you haven’t, says Büller-Khosla.
The future of wearable beauty lies in the perfect blend of design, innovation, and functionality in a way that feels aspirational, prioritizes convenience, and delivers undeniable results—ultimately transforming everyday beauty rituals into expressions of self-care that can be flaunted as markers of status and individuality. “Our focus is to continue driving innovation in spaces where functionality meets self-care meets lifestyle," says Haldipurkar.
But with consumers becoming more aware than ever about the negative impact of their consumption choices on the environment, wearable beauty must not ignore sustainability. Brands like d’you and indē wild are choosing to stay away from single-use patches, creating long-lasting, forever-use patches that align with the growing demand for eco-conscious beauty. “We don’t want to produce single-use eye patches like many other brands because we strongly prioritize minimizing waste and know that this is something our community greatly values too,” says Büller-Khosla.
Blending identifiable, aspirational branding and sustainable, eco-friendly packaging with clinically backed ingredients will be the secret to cracking the wearable beauty code. By making consumers feel like they’re missing out, not only because their favorite creators are sporting them, but also because the products deliver tangible, visible results, brands will be able to not only drive demand but also foster long-term loyalty even when the hype has settled. If social media impressions and the influx of undereye patch launches are anything to go by, it seems like the wearable beauty revolution is just getting started.
